Case Analysis and Report

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Unit 6 Assignment 1

Case Analysis and Report

MBA 6018; Data Analysis for Business Decisions
Dr. Hannon
Lynette
Capella University
December 26th, 2012

Table of contents

introduction: Destination marketing ………………………………………………. Pg. 3 Honeymoon Destinations Market ……………………………………………………. Pg 3 Data Analysis ……………………………………………………………………… PGS 3-4 First case scenario ……………………………………………………………….. pgs 4-7

recommendation…………………………………………………………….... pgs 7-9 second case scenario……………………………………………………………… pgs 9-12 third case scenario ……………………………………………………………… pgs 12-15
recommendations for 2nd and 3rd………………………………………… pgs 15-17 references ……………………………………………………………………………… pg 18

1. Introduction: destination marketing

Honeymoon Destinations is a business that produces video footage that contains resort-specific and region-specific footage regarding the most popular honeymoon destination resorts including: Hawaiian Islands, Caribbean Islands, Mexico and Florida. The marketing of destinations serve to guide newlyweds by means of capturing videos –including rating each resort based on the most important characteristics such as view, cost and accommodations. These footages attempt to generate an attractive, fascinating and informative product on what the newlyweds can expect on their “once in a lifetime” expedition. (Parry, Mark, 1999) 2. Honeymoon Destinations Market:

Studies have indicated that in the past decade, there has been a significant increase in the amount that newlyweds spent on weddings and in the average age of first time brides and grooms. U.S. Department of Health and Human Services’ findings conclude that in the year 1967, the average age is 23.8 and 21.6 for men and women, respectively. However, the average age has increased to 26.4 and 24.5 for men and woman, respectively in the year 1987. This indicates that because first-time brides and grooms are postponing their weddings, they may more financial resources to spend more on honeymoon expenditures down the line. (Parry, Mark, 1999) 3. Data Analysis:

Honeymoon Destinations has developed and administered a marketing feasibility study in order to investigate the impending demand for honeymoon destination videos. A survey has been mailed to 260 recent bridal fair participants in the area. Out of the 260 prospective participants, 91 have successfully submitted a response—with a calculated response rate of 35%. In order to understand the complexity of honeymoon destination marketing by means of video footage to newlyweds, this report attempts to analyze, calculate and investigate various data techniques for business decisions in the area of strategic marketing and management of honeymoon destinations. Additionally, this paper is based on data analysis research pertaining to the honeymoon destination direct mail survey where comprehensive frameworks have been tested and implemented— discussing a broad range of destination marketing channels, sources and references for the company to further improve current and future business decisions in the honeymoon destination marketing industry. (Parry, Mark, 1999) First Case Scenario:

The analysis has focused on the company’s marketing and distribution to as few as channels as possible. Additionally, the report has analyzed what the very best channels would be based on what the data indicates. The survey question reads “From what source would you be likely to purchase the video?” The sources (distribution channels) have been investigated as to look at what sources people utilized to purchase the honeymoon destination video. The descriptive analysis has calculated the count (number) of total recipients who responded—which was measured at 91—and the mode (frequency) of the 91 recipients who responded with a 1 (check) or a 0 (no check) and has calculated the count (number) of recipients. The variables are listed as follows: Source| Abbreviation| Variable|

Bridal Shops| BS| 45|
Bridal Magazines|...
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