Marketing case study of Flanagan Theme Parks.
MarketingCase Study of Flanagan Theme Parks
FlanaganTheme Parks is a chain of amusement parks which offers recreationalactivities, shows and a restaurant for food and refreshments. Thecompany is currently facing low customer turnout and retention as aresult of poor customer service experience around the park. Areduction in the number of clients has brought about a limited cashflow by Flanagan.
Thecompany has approached DailyDilly, a social couponing company to makea deal to conduct promotional services to improve customerexperience. In a video presentation, DailyDilly had come up with amarketing plan to help Flanagan become competitive. DaillyDillyintends to use price as a promotional mix strategy to improve sales.The action will be executed by the use of social media discounts ontickets to attract a greater pool of customers. The promotionalcompany feels there is a need for online advocates to act as brandambassadors to raise brand awareness.
Thedeal between Flanagan and DailyDilly is at a standstill becauseFlanagan’s marketing consultant believes that use of discounts willonly attract customers in the short run but the company needs along-term solution to these problems. According to the marketingconsultant, the most efficient course of action will be to improveservice delivery.
Thecompany`s response to the situation
Flanaganis set to consider better service provision as a strategy to improvecustomer experience and attract more customers who will be loyal andtherefore stick to the business as members. They intend to do awaywith discounts as they believe that reduction in cost destroys profitmargins.
Theoutcome for the company
Theoverall decision regarding which strategy to be adopted by Flanaganis still unknown. The company is right to improve customer servicedelivery to improve the business in the long term. Discounts make thecustomers get used to lower prices making it less profitable andreducing the company’s brand value. The company, however, mustrealize that it needs to accomplish its short-term objectives toachieve their long term goals. Use of social media discounts will bethe appropriate way to meet this short-term goal. Social media helpsto draw a large pool of customers from different markets adding newclients to the business. These consumers then become new onlineambassadors for a particular product or brand resulting in more brandawareness.
Pricingis a key factor that affects sales. A reduction in price willincrease the sales and therefore, increase profit margins. However,the company should reduce in the right way so as not to underchargethe services. Discounts have to be used only as a way of attractingcustomers but how to retain the customers will be determined by thecompany’s operational strategy. Discount addiction can reduce byuse of promotions and special offers. Improving the quality ofservices by employing more experienced workers or conductingtraining, improving the conditions of eateries, improving thedrainage by bettering plumbing services to get rid of mosquitos whichbreed in the stagnant waterway and improving scheduling for shows allrequire a cash inflow. Flanagan should consider selling theirservices at a discounted rate. The lot can then be used to meet theseneeds.
MartellHome Builders, a Canadian based home builder, used to depend onrealtors to ensure that their industry was advancing. Conversely,when they adopted social service deals, they managed to have a directcustomer experience which enabled them to do away withintermediaries. Giantnerd, another company that deals with outdoorequipment for use in outdoor activities for example snowboarding andhiking. This company is among the perfect instances of using socialmedia incorporation seen online nowadays. Their strategy is givingtheir consumers much value while at the same time building theirfriendship. The company has incorporated social media into allaspects of their website thus improving customer experience.
Forester,a global marketing and strategy leader, argued that customerexperience has a correlation to customer loyalty. This relationshipis determined using the Customer Experience Index. Customers who areloyal to a brand will always buy that particular brand and will neverturn to competitors. Customer loyalty will lead to a steady flow ofrevenue. In his review, he also indicates that there is an inversecorrelation between customer relation and customer defection. Whenthere is an improved quality of customer service experience, thechances of losing clients and sales to competitors will reduce. Inhis study, he discovers that consumers’ decision to change brandsto competitors reduces due to its inverse proportionality to betterservice delivery. (Maxie, 2014.)
Partneringwith DailyDilly will not be a good decision because customers willalways look for a discounted deal whether they are loyal to the brandor not. When they don`t get a good deal from a service, they willcontinue to search for a better deal, and if it comes throughdiscounts, they will take it. Daily deals will therefore not be thebest strategy to build Flanagan’s business. Flanagan should beable to have faith that the customers will have a better servicedelivery and be able to refer other consumers into buying theirproducts or services. We should however not put aside the fact thatdaily deals will enable the company to market itself to potentialcustomers. It is possible to conduct an online survey and collectrelevant data about the customers which will help to conduct a moretarget specific marketing. This study may include finding customertastes and preferences, evaluating the level of customer satisfactionthrough provision of feedback after service delivery, analyzingproduct and service differentiation and much more.
MaxieSchmidt-Subramanian (2014), “The Business Impact of CustomerExperience.”
MarcoBertini, Luc Wathieu, Betsy Page Sigman, and Michael I. Norton,(2012), “Do Social Sites Really Work?” Harvard Business Review.