Six Flags Case

Dear Ms. Hoover,

As you requested on September 15th, I am sending you a report which weighs the benefits and downsides of the preferred guest card you are considering to launch, and I hope that the information will help you make the right decision.
After having worked for 5 years at Six Flags as a marketer in consumer research, I have dealt with several cases similar to yours. Therefore, I firsthand know how difficult it is to meet everybody’s expectations. However, I would like to stress that the issue you are facing is directly related to my field of expertise. Throughout this report I will work towards a potential solution to your problem which hopefully will facilitate your decision making process.
It is important to mention and
One way how to fund money into the business is through the introduction of the preferred guest card. This card promises the customer free parking spaces, no queues, and immediate seats in restaurants within the parks. Moreover, revenues are expected to grow and probably more important is the idea of attracting a new high-income target group. Even though the benefits seem to be very attractive, there are also drawbacks such as rising discrimination and conflicts between customers with and without a preferred guest card. Another very important question to be answered is, whether Paradise Parks is ready to make some changes in the business, such as launching the preferred guest card or if it plans to continue operating according to its
Furthermore, it is to attract a new market segment consisting of rich people. However, the drawback is that these people are often timely restrained because of their jobs and would probably visit the theme parks not as often as average income customers. Even though the preferred guest card is developed for customers to achieve benefits, it also will raise attention to discrimination within the two customer groups who are or not in possession of such card. Customers not having such card will perceive immense disparity treatment and might develop a negative image of Paradise parks, which then would have dramatic consequences for the business losing customers. One very important aspect to be mentioned is the fact that the concept of the preferred guest card will merely smooth or reduce the waiting line problem for card holders only, but it is incapable of solving this ever going problem for all customers. Important is to notice that the disadvantages outweigh the benefits in the case of the preferred guest card, since the business has comparably a huge portion of average income customers than high income ones, meaning that the majority will suffer and not benefit from such