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Business Capstone Project Assignment

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Added on  2020-04-29

Business Capstone Project Assignment

   Added on 2020-04-29

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Running head: BUSINESS CAPSONE PROJECT
Business Capstone Project
Name of the Student
Name of the University
Author’s Note
Business Capstone Project Assignment_1
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
Business Capstone Project Assignment_2
3BUSINESS CAPSONE PROJECT
Section 1: Executive Summary
This particular study has focused to make an in-depth understating about the importance
of maintaining corporate communication and public relation for achieving brand image.
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 Leisure has 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 includes Thunder River Rapids Ride disaster.
After the accident in Thunder River Rapids Ride four people were killed. At that very
specific time the range of target group in Ardent Leisure has faced a radical downfall. In order
to overcome this very specific issue the CEO of Ardent Leisure should 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 Leisure decided to shut down the theme park in order to
overcome immense public sandal. This very specific study has focused to evaluate the various
Business Capstone Project Assignment_3
4BUSINESS CAPSONE PROJECT
issues that Ardent Leisure had 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 of Ardent Leisure would be
able to communicate with the public of different geographical areas directly or indirectly.
Section 2: Background of the Company
Ardent Leisure is one of the most prestigious leisure companies operating around 100
assets all over Australia. Simon Kelly is the chief executive officer of Ardent Leisure having
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). Dreamworld was 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
rides due to which this specific theme part has achieved immense recognition
(dreamworld.com.au 2017).
In 2016 Dreamworld had faced a disastrous consequence in losing their brand image and
reputation due to the accident happened with Thunder River Rapids Ride. Total four people are
Business Capstone Project Assignment_4

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