AAMU Customer Retention Company Marketing Plan Great Wolf Resort Memorandum

Question Description

Marketing Project Overview

The Marketing Project is intended to help you better understand how to develop a marketing plan. It will involve your collecting, analyzing and then submitting the information needed to complete this marketing plan in sequential memos. You will then use those memos as a foundation for the marketing plan.

Context
The context for your marketing plan will be the water park industry. You will need to delve into this industry using the resources provided. The goal upon completion of the assignment is not that you become an expert in water parks so much that you better understand how to develop a marketing plan. The how will work for any industry.

A report on the water park industry is available to you HERE . Additional research may be available from other library resources, trade associations, news reports, etc.

A recent report on the company, Great Wolf Resorts Holdings, Inc., is available to you HERE . Additional research is available from library resources and news reports, etc.

Instructions
Your marketing manager has tasked you with helping to develop a marketing plan for your waterpark company. The marketing plan HERE will serve as the format. An example using this format is provided in the Chapter 2 Appendix of the course textbook.

Use a business memo format for your response. A sample memo can be found HERE (Links to an external site.).

Marketing Memo 4

To: You

From: Your Manager

Date: Nov 15, 2020

Subject: Company Marketing Plan

Customer retention is important in the waterpark industry. With this in mind, your manager has tasked you with considering customer retention for Great Wolf Resorts current customers (i.e., families visiting multiple times per year). (Note: Use the text information, specifically the information in Exhibits 9.3 and 9.4, as the foundation for your efforts.)

First, identify five or more services that Great Wolf Resorts waterparks provide for its customers.

Second, identify ten causes (no more than two causes from a single category in Exhibit 9.3) why Great Wolf Resorts customers might consider switching to a competing waterpark in the future.

Present the information in a table format like below.

Category	Cause for Switching Behavior	Give An Example of What This Cause Might Look Like in Practice	Give An Example of What the Associated Customer Complaint Might Be
A. Pricing	High price	The price for admission at a Great Wolf Resorts waterpark is 20% higher than at competing waterparks	“Compared to the Fun Zone Waterpark, your Great Wolf waterpark sure costs a lot more.”
B.
C.
etc.

Third, for three of these causes, propose actions that might be taken to reduce the likelihood of customers switching to a competing waterpark. These actions should not include admission price reductions.

Fourth, discuss what the strong linkage between high customer satisfaction and customer loyalty might look like in the context of the waterpark industry. Elaborate on two practical ways in which Great Wolf Resorts might develop a base of “very satisfied customers.”

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