Portpaventura Case Study

913 Words2 Pages

PortAventura has 3.7 million guests per annum that can bring them 3.4 million profits (Hervás, Rodon, & Planel, 2011). In order to provide personalized customer ' services, PortAventura currently facing a main issue about their one-to-one marketing approach (Hervás, Rodon, & Planel, 2011). Except that collecting information issue, they also have storing information issue. There are two suggestions for them to solve their issues both at collecting and storing data in the short-term, which are RFID cards or RFID bracelets and data warehouse respectively. Those suggestions can convenient for PortAventura to both collect and storage their customers ' personal data. In addition, combining the RFID cards or RFID bracelets with mobile app and combining …show more content…

There are some methods for them to measure whether PortAventura reach their short-term business objectives or not. Firstly, PortAventura can analysis their market growth that will indicate how many numbers of their new customers. Secondly, PortAventura can use the data capture that shows the percentage of complete data. Thirdly, PortAventura can analyze their revenue and profits that can show the percentage growth in sales. The more and more new customers, data capture and revenue and profits means that they are more likely to reach their short-term business …show more content…

The long-term business metrics can be measured by customer loyalty, value of customers and customer satisfaction. Firstly, PortAventura need to calculate the degree of their customer loyalty that means how many numbers of the repeating customers. Secondly, customer lifetime value (CLV) is a method to calculate the degree of customer satisfaction. Thirdly, PortAventura need to explain the feedback or reviews from their customers that will be used to calculate their customer satisfaction. The increasing level of repeating customers, CLV and customer satisfaction that indicates they are more likely to reach their long-term business

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