Running head: BUSINESS CAPSONE PROJECT Business Capstone Project Name of the Student Name of the University Author’s Note
2BUSINESS CAPSONE PROJECT Table of Contents Section 1: Executive Summary........................................................................................................3 Section 2: Background of the Company..........................................................................................4 Section 3: Identified issues:.............................................................................................................5 Section 4: Detailed analysis of the identified issues........................................................................6 Section 5: Recommendations..........................................................................................................9 Section 6: Plan of future study.......................................................................................................11 Reference List:...............................................................................................................................13
3BUSINESS CAPSONE PROJECT Section 1: Executive Summary This particular study has focused to make an in-depth understating about the importance ofmaintainingcorporatecommunicationandpublicrelationforachievingbrandimage. Maintaining product and service quality of a specific brand is not the primary mission of a specific business organization. The experts have to focus on maintaining brand image as well with the help of which people of various geographical backgrounds would be able to aware of the brand. Maintaining effective corporate communication and public relation is one of the most effective communication tools based on which customers from various geographical markets can be attracted towards the brand. On the other hand, business organizations while facing any kind of internal crisis at the workplace should utilize the popularity of media for communicating with the target audience indirectly. However,Ardent Leisurehas been chosen in this very specific study as the selected company. The primary issue that this specific organization has faced in maintaining their organizational image includesThunder River Rapids Ride disaster. After the accident in Thunder River Rapids Ridefour people were killed. At that very specific time the range of target group inArdent Leisurehas faced a radical downfall. In order to overcome this very specific issue the CEO ofArdent Leisureshould take major initiative. Unfortunately, the organization did not communicate with the victims’ family along with general public directly or indirectly(ardentleisure.com 2017). In this kind of situation, the business experts had to face innumerable challenges in maintaining organizational image and reputation. The business experts had to face loss of $50million almost due to the lack of visitors in Dreamworld. Ultimately,Ardent Leisuredecided to shut down the theme park in order to overcome immense public sandal. This very specific study has focused to evaluate the various
4BUSINESS CAPSONE PROJECT issues thatArdent Leisurehad to face for the lack of corporate communication and public relation. Based on these issues the study aims to provide necessary recommendations as well. These recommendations may help the organization like Ardent Leisure for improving public relation strategies and policies. As a result, the service providers ofArdent Leisurewould be able to communicate with the public of different geographical areas directly or indirectly. Section 2: Background of the Company Ardent Leisureis one of the most prestigious leisure companies operating around 100 assets all over Australia. Simon Kelly is the chief executive officer ofArdent Leisurehaving more than 30 years of experience in strategic, financial and generic management. The primary objective of this very specific brand is to create the platform of entertainment and relaxation so that people belonging to different geographical boundaries can break the monotony(Dozier, Grunig and Grunig 2013).Dreamworldwas one of the biggest theme parks of Australia owned by Ardent Leisure. This particular theme part is included more than 50 rides. Among numerous attractions Dreamworld is the tallest and fastest rides in Australia. Large number of people belonging to different cultural backgrounds and attitudes likes to assemble for spending their leisure(Grunig 2013). Dreamworld is always considered as one of the biggest platform for human recreation. Giant Drop, The Claw, Tower of Terror II, The Wipeout, Pandamonium, The Hot Wheels SideWinder, Tail Spin and Mick Doohan’s Motocoaster are the nine biggest thrill ridesduetowhichthisspecificthemeparthasachievedimmenserecognition (dreamworld.com.au 2017). In 2016 Dreamworld had faced a disastrous consequence in losing their brand image and reputation due to the accident happened withThunder River Rapids Ride.Total four people are
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