Port Aventura

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They are many advantages if the company follows my opinion. First of all they will be able to understand the customer better. Another one will be that they will be focus on one to one marketing. These changes will help the company to gain the number of customers. This will also help in raising the revenue in long run. These changes will show that the company more about the consumers and are taking each and every step possible to get the best things for them.

There are some disadvantages too. First of all the investment that will be required in the initial stage will attract opposition from the management but that can be handled while looking at the long term benefits. Another disadvantage is that it will require the employees to adjust to many changes as well. It will become a bit difficult for them in the initial period. Due to the current position of Port Aventura, it would high level of integration with the already existing transactional process.

But when we look at these changes as a whole. They are for the betterment of the company.

Question 3

Lets begin with the most important thing that is cost. The biggest opposition of the stakeholders will be the cost associated with it. Starting a loyalty program, having a centralized selling point and establishing a CRM system will involve heavy investment in the initial stages. This will tend to bring the money the management and shareholders are making. The amount of time it will take to bring these changes is also significant. General public would oppose this due to their fear that these changes would affect the ticket prices as of now. They might start thinking that the company will charge more due to the changes and to cover up the cost. Whenever there is a change, there is always opposition from people because no one likes the unseen things. They will oppose to installing these changes. Informing all the customers and the board of directors is another problem because they would think about the profit they will generate due to this.

We can easily explain all the solutions to the stakeholders by explaining the long-term benefits of this. This will help to boost the sales in future. After looking at the potential future profits the stakeholder would agree on this. General public would agree on this due to the benefits they would get out of the loyalty card system.

Question 4

Bringing any change requires support from the stakeholders. So collecting all this information would require support from the customers. Because they are our key source of information and feedback. We will be issuing the loyalty card once in a lifetime. So the customer will have to bear with us only once. But there are many advantages related with it. For example as discussed before if someone uses the loyalty card to make purchases then that individual will be entitled to some discounts. I think each and everyone in this world as a consumer is looking to pay the least price possible. For the season pass customer, when they renew their pass next year at that time they don’t need to provide all the information again. They just need to state the things that have changed compared to last year. For example change in address or payment method or billing address. Having a single selling point will not be problem for the customer. Actually it will be beneficial for them, as they will get all the information they need in one point. They wont have to go different counters to buy different tickets. When they are buying everything from one place, they will be able to get all the things stored in the card and get points for it. Convincing them to provide a feedback will require more effort because each and everyone in today’s world is super busy. So the company will start making sure that the feedback they get and taken very seriously so that people notice this and are happy to provide. The feedbacks given by them should also be linked to the unique number of their loyalty program.