BOOK9 PT2
You will complete your calculation and make recommendation based on your problem statement.
• Log into StatCrunch resource in MyStatLab and use the provided data set spreadsheet.
• Once you complete your calculation, you will select options and access your file to upload with the final project.
• You will want to run a stepwise regression on the data.
The final project for this course is the creation of a statistical analysis report.
Each day, management professionals are faced with multiple decisions affecting various aspects of the operation. The ability to use data to drive decisions is an essential skill that is useful in any facet of an operation. The dynamic environment offers daily challenges that require the talents of the operations manager; working in this field is exciting and rewarding.
Throughout the course, you will be engaged in activities that charge you with making decisions regarding inventory management, production capacity, product profitability, equipment effectiveness, and supply chain management. These are just a few of the challenges encountered in the field of management.
The final activity in this course will provide you with the opportunity to demonstrate your ability to apply statistical tools and methods to solve a problem in a given scenario that is often encountered by a manager. Once you have outlined your analysis strategy and analyzed your data, you will then report your data, strategy, and overall decision that addresses the given problem.
The project is divided into two milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Three and Seven. The final project is due in Module Nine.
In this assignment, you will demonstrate your mastery of the following course outcomes:
• Apply data-based strategies in guiding a focused approach for improving operational processes
• Determine the appropriate statistical methods for informing valid data-driven decision making in professional settings
• Utilize a structured approach for data-driven decision making for fostering continuous improvement activities
• Propose operational improvement recommendations to internal and external stakeholders based on relevant data
Prompt
Management professionals are often relied upon to make decisions regarding operational processes. Those who utilize a data-driven, structured approach have a clear advantage over those offering decisions based solely on intuition. Your task is to review the scenario found in your textbook in Chapter 19 at the end of the “From Learning to Earning” section entitled “Brief Case: Building Models” and the accompanying data set outline the appropriate analysis strategy; select a suitable statistical method; and use data analysis to ultimately drive the decision. Once this has been completed, you will be challenged to present your data, data analysis strategy, and overall decision in a concise report, justifying your analysis.
Specifically, the following critical elements must be addressed:
I. Introduction to the problem:
Provide a concise description of the scenario that you will be analyzing. The following questions might help you describe the scenario: What is the type of organization identified in the scenario? What is the organization’s history and problem identified in the scenario?
II. Create an analysis plan to guide your analysis and decision making: In this section you will review the data set to inform the statistical method that will be used. To inform your responses in this section, calculate the central tendency of the dependent variable, develop a histogram of the gift amount and develop scatterplots for the gift amount for each independent variable.
A. Identify any quantifiable factors that may be affecting the performance of operational processes.
B. Develop a single sentence problem statement that addresses the given problem in the scenario and contains quantifiable measures.
C. Propose a strategy that addresses the problem of the organization in the given case study.
III. Identify statistical methods to collect data:
A. Identify the appropriate statistical methods that you will use to perform your analysis. What are your statistical assumptions concerning the data that led you to selecting the methods? In other words, why did you select this method for statistical analysis?
B. Justify why you chose these methods to analyze the data. Be sure to include how these methods will help predict the use of the data in driving decisions using cited evidence.
IV. Data-Driven Decisions to determine the appropriate decision for the identified problem:
A. Outline the process needed to utilize your statistical analysis to reach a decision regarding the given problem.
B. Explain how data mining is used to develop a solution to the case. In your response, consider the concepts of metadata.
C. Explain if the problem is a structured or unstructured problem.
D. Assess how the variables have potential for answering the problem.
V. Recommend operational improvements to stakeholders after you have completed the calculations:
A. Demonstrate a data-driven calculation that addresses the given problem statement.
B. Summarize results of the analysis plan. In your response, be sure to explain the validity of the model solution.
C. Explain how the model solution addresses the given problem statement.
Milestones
Submit your statistical analysis report and recommendations. It should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course.
What to Submit
Your statistical analysis report must be 10–12 pages in length (plus a cover page and references) and must be written in APA format. Use double spacing, 12-point Times New Roman font, and one-inch margins. Include at least six references cited in APA format.
PT 3
Scenario
You are the regional marketing director of a theme park in the southeastern United States that is part of a global brand. The chief marketing officer of global operations has called upon you to help coordinate the marketing tasks related to rolling out an emergency response to a recent safety and injury incident at one of the parks that resulted in serious injuries to employees and customers. This theme park was closed immediately following the incident to ensure safety measures for customers and employees and to deploy the needed safety measures.
Now, as the theme park is all set to reopen, the chief marketing officer (CMO) has called you to take a lead in planning the marketing strategy to support the reopening of the park. Your responsibility is to design a phased strategy for reopening all parks, with critical objectives such as maximum safety, crisis communication, customer satisfaction, and profit potential. You must coordinate marketing strategy with corporate strategy, as failed or successful planning will impact brand success and recognition.
You have determined the scope of work and have outlined the high-level plan. As a first step, you decided to perform the brand analysis and identification of critical elements to successfully market the reopening of the park. Based on the outcomes, you developed a customizable marketing plan that can be used by other theme parks under the same umbrella.
Next, you need to create a presentation (toolkit) to share your analysis and recommendations for the proposed marketing support of the park. But, as you are working to complete the final bit of the toolkit, your social media monitoring partner shares a report of the theme park’s social media image and performance. The report shows a significant spike in negative public feedback. The report states there is a perception of an uncaring, careless brand forcing a reopening for profit. Your presentation should also include strategies for how you will address the emerging negative perception on social media about the theme park. You will present this presentation to your CMO and other regional marketing directors of the park.
Directions
Part One: Strategic Brand Implication and Management
Submit a narrated PowerPoint presentation to share your analysis and recommendations for the proposed marketing support of the park. Ensure you address any feedback received in Milestone One before you submit the final presentation.
Brand Analysis and Implications —In this part of the project, you will present the brand implications of reopening the park. Your presentation should include the following critical factors:
1. Determine the essential factors that can impact brand equity when reopening the park (Slides 1–3)
a. Define brand equity and describe its importance to the organization (Slide 1).
b. Provide positive implications (Slide 2):
o Safety concerns addressed and communicated
o Community and local government support for reopening
o Employee support for reopening
c. Provide negative implications (Slide 3):
o Social media negative reactions
o Employee negative concerns
o Operational concerns for safety
2. Describe the strategic communication plan that should occur before and after the park reopens. Your responses should address the following (Slides 4–8):
a. Identify three key stakeholder groups from this list and describe each stakeholder’s interest in the organization:
a. Employees
b. Customers
c. Government agencies
d. Communities
e. Vendors
b. Describe their communication needs.
c. Identify the best mode for communicating with them based on their needs, including how you will take feedback from stakeholders.
d. Describe the impact that reopening the park could have on each identified stakeholder (low, medium, or high). Why?
Functional Departmental Roles and Responsibilities —In this part of the project, you will identify the functional department and describe their roles and responsibilities in making the reopening of the park a success. Your presentation should include the following critical factors (Slides 9-12):
1. Identify three functional departments, including marketing, which play a significant role in the reopening process. Describe the roles and responsibilities of these functional departments in the safe and successful process of reopening the park (Slides 9-10)
o Consider which departments will be most engaged in the reopening process.
2. Select at least three legal and ethical considerations outlined in the memo from legal team. Explain why each of these considerations is important to factor in when reopening the park (Slides 11–12).
Part Two: Customizable Marketing Plan
Based on the information provided to you, share a completed marketing plan for the reopening of this individual park. Ensure you address any feedback received in Milestone Two before you submit the final presentation.
Your presentation should include the following critical sections:
1. Determine two methods to be used for consumer research in developing the marketing plan. Provide rationales (Slide 1).
2. Keeping the target audience in mind, determine three traditional marketing methods you will use in developing the marketing plan and provide rationales. Your response should address the following (Slides 2–4):
a. How will the identified methods help in the acquisition of the new customers?
b. How will the identified methods help in the retention of the existing customers?
c. What are the advantages and disadvantages of the identified methods?
3. Keeping the target audience in mind, determine three digital marketing methods you will use in developing the marketing plan and provide rationales. Your response should address the following (Slides 5–7):
a. How will the identified methods help in the acquisition of new customers?
b. How will the identified methods help in the retention of the existing customers?
c. What are the advantages and disadvantages of the identified methods?
4. Explain how the traditional and digital marketing methods you have selected will work together to optimize the brand. Your response should address the following (Slide 8):
a. Which method do you think could be most impactful in addressing your target audiences?
b. Which method do you think could be most effective in branding?
c. Can both digital and traditional marketing support the brand and growth of the business?
5. Explain the crisis management strategies to be implemented prior to reopening. Your response should address the following (Slide 9):
a. How can we focus on customer expectations to improve brand damage from the incident?
b. How can we support our employees’ needs in reopening the park?
c. What possible crises could arise relevant to the incident and reopening?
6. Determine one legal and one ethical issue that could arise and negatively impact the organization’s brand image upon reopening and provide proactive steps that could be taken now to prevent them (Slide 10).
Part Three: Measuring Your Strategic Marketing Plan’s Success
Submit a narrated PowerPoint presentation to share your analysis and recommendations for the proposed marketing support of the park.
Monitoring Your Marketing Strategy— In this part of the project, you will explain how you will monitor the performance of the digital and traditional marketing methods that you selected. Your presentation should include the following critical factors:
1. Identify three SMART marketing objectives and describe how they align with three of your suggested methods (one for each) (Slide 1).
2. Identify one key performance indicator (KPI) that can be used for each of the marketing objectives (Slide 2).
3. Describe the methods that could be used to monitor the performance of the three marketing objectives. Provide a rationale (Slides 3–4).
4. Using plan-do-check-act (PDCA) methodology, provide a continuous improvement process for preserving brand identity and reputation. (Slides 5–6)
5. Describe two marketing strategies to address negative public feedback on social media (Slides 7–8).
o Consider the role of public relations.
o Consider the role of crisis management.
What to Submit
To complete this project, you must submit the following:
1. Strategic Brand Implication and Management
Submit a narrated PowerPoint presentation with 10–12 slides.
2. Customizable Marketing Plan
Submit a narrated PowerPoint presentation with 10-12 slides.
3. Measuring Your Strategic Marketing Plan’s Success
Submit a narrated PowerPoint presentation with 8–10 slides.