Business Report: Evaluating E-Marketing at Port Fairy Caravan Park

This case study presents a business report focusing on the Port Fairy Caravan and Camping Park. The report includes an introduction outlining the park's location and its current e-marketing efforts, managed by director Jerry Maguire. It defines business objectives centered around evaluating the park's e-marketing strategy, encompassing changes in bookings, ROI, and competitor analysis. The report analyzes the current situation, highlighting the park's strengths, weaknesses, opportunities, and threats through a SWOT analysis. It then details critical assumptions, constraints, and recommends strategies like SEO and content marketing to promote the park. Preliminary project requirements, project justification, and success criteria are defined, followed by a detailed budget estimate, financial analysis, and schedule. The report also identifies potential risks and concludes with a bibliography of relevant sources.

Running head: BUSINESS REPORT
Port Fairy Caravan and Camping Park
Name of the Student:
Name of the University:

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Table of Contents
1.0 Introduction/background............................................................................................................2
2.0 Business objectives....................................................................................................................2
3.0 Current situation and problem/opportunity statement...............................................................3
3.1 Current Situation....................................................................................................................3
3.2 Problem/opportunity statement..............................................................................................4
4.0 Critical assumption and constraints...........................................................................................4
5.0 Analysis of option and recommendation...................................................................................5
6.0 Preliminary project requirements..............................................................................................5
6.1 Project justification................................................................................................................5
6.2 Project characteristics and requirements...............................................................................6
6.3 Summary of the project deliverables.....................................................................................6
6.4 Project success criteria...........................................................................................................6
7.0 Budget estimate and financial analysis......................................................................................7
7.1 Financial analysis...................................................................................................................7
7.2 Budget estimate.....................................................................................................................7
8.0 Schedule estimate......................................................................................................................8
9.0 Potential risks...........................................................................................................................12
Bibliography..................................................................................................................................13

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1.0 Introduction/background
Port Fairy Caravan and Camping Park is being located into the coastal hamlet of the Port
Fairy, and it is identified as jewel into crown of South West. The business case is based on
Maguire’s e-promotion in favor of the Camping Park which is included posts on the community
website, notice boards, mobile application and others advertising into the social media sites. It is
done to review the e-marketing of the park so that the park patrons are attractive towards the
park environment.
2.0 Business objectives
The business objective of this Park is managing its e-marketing evaluation scheme. It is
based on analyzing as well as evaluating the marketing strategy of the park. E-marketing
channels used for e-promotion of Maguire are included changes into bookings, return of
investment (ROI), and compete with the competitors and others. The management of the park
believed that the e-marketing and e-promotion of the park should take three months (12 weeks)
to complete the project with an estimated budget of $145,000. The contingency reserve of the
budget plan is around 10%. A project report is prepared to review into the digital presence plus
messaging of the project approaches. The report on financial and budget analysis is presented to
the key stakeholders for its new marketing strategies evaluation. The Caravan and Camping Park
should provide advanced amenities as well as facilities to the caravans so that they can stay
overnight into allocated places. Through its e-marketing strategy, they can meet with growing
demands of park patrons, quality as well as safety norms. The market segment of the park is
families, international tourists, and young people in addition to senior citizens.

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3.0 Current situation and problem/opportunity statement
3.1 Current Situation
The strengths of this Caravan and Camping Park in Port Fairy are that it attracts the park
patrons in love of festivals like winter weekend events. It is offered with vacationers with
accommodation options for target people. It is provided powered as well as non-powered sites
for the campers.
The weaknesses of this park are that it is not having any current marketing strategy so
that it can promote their luxury facilities of their park to the customers those are desired to visit
the place.
The opportunity of the park is research on the customers as well as competition. They are
required to understand its internal and external business environmental factors.
The threat is that they are other parks those are providing similar facilities to the
customers so that they are facing competitions in the same market.
Strengths1.Loveoffestivalslikewinterweekendevents2.OfferedwithvacationerswithaccommodationoptionsWeaknesses1.Notpromoteluxuryfacilitiesofpark2.LackofonlinemarketingstrategesOpportunities1.Marketresearchonthecustomers2.UnderstandtheenvironmentalfactorsThreats1.Facingcompetitions2.Similarfaciltiesprovidedbyother

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Figure 1: SWOT Analysis
3.2 Problem/opportunity statement
The marketing strategy of the Park is allowed the business to provide opportunities on
increasing in sales, achieving of sustainable competitive advantages and customer satisfaction.
By means of performing the marketing strategy of the park, economic as well as environmental
factors are identified with analyzing customer’s confidence and change in expectations of the
customers plus sustainable development.
4.0 Critical assumption and constraints
The critical assumptions of this business plan are as follows:
 The park patrons should keen to visit the park and generate profit for long run
 All the project resources are available on time
 Proper marketing research, financial plan as well as profit projections are determined
 Imagine that sales volumes are suitable to make profitability in next few years
The critical constraints of this business case are as follows:
i. The limited budget of the business plan is common as financial constraints.
ii. The resource constraints occurred when the business has fixed size of project team.
iii. The laws and regulations of marketing will restrict the business options.
iv. There is sudden change in project scope causes scope creep.

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v. Unable to meet the schedule date causes project delays.
5.0 Analysis of option and recommendation
The director, Jerry Maguire decided to promote the caravan and camping park by posting
the facilities and themes of the park in the community’s website plus notice boards, online
newsletter, mobile app ($5 from the app store of Apple), social media advertising, Google for
promotion of the park and growth of patrons.
It is recommended to use SEO (search engine optimization) strategy which is free of cost
for optimizing website such that it appears at the top list at the time of searching on Google.
Content marketing is used to drive the traffic so that in this marketing strategy the facilities and
themes of the part are provided to the patrons. The Caravan and Camping Park should provide
eco-friendly environment to the family and park patrons visited the park. Sponsorship is required
for the business plan so that it is focused on providing patrons with the quality information,
expensive content of the park and experiences of the customers.
6.0 Preliminary project requirements
6.1 Project justification
The Port Fairy Caravan and Camping Park is required to attract more park patrons
towards their park so that they can make profit in the market. In order to do so, the management
decided to evaluate its e-marketing strategy by means of supporting the park in Port fairy market.
E-marketing and e-promotion should help the park to assist moreover satisfy the demands of the
park patrons.

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6.2 Project characteristics and requirements
 Marketing evaluation project to promote the park among the patrons
 E-promotion through community website, notice boards, mobile application and others
advertising into the social media sites
 Market research on Port Fairy to know its competitors
6.3 Summary of the project deliverables
 Business case on Port Fairy Caravan and Camping Park
 WBS schedule
 Scope management plan
 Budget estimate and financial analysis
 Cost baseline and cost model report
 Risk management report
6.4 Project success criteria
 The business plan is to be completed on scheduled time of three months or 12 weeks.
 The financial budget should be completed with a budget of $145,000
 Taking a ROI of 25% with discount rate of 9%
 Availability of the project resources involved in the business plan of Caravan and
Camping Park.

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7.0 Budget estimate and financial analysis
7.1 Financial analysis
Table 1: Financial analysis
7.2 Budget estimate
Table 2: Cost model

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Table 3: Cost baseline
Following are list of the project assumptions:
1. The project cost is being expensed with a total duration of 12 weeks.
2. The entire work/day is 8 weeks/day.
3. The work rate of project manager is $105 per/hr with 1p/wk.
4. The rate of the project team members is $80 per/week.
5. The execution activities take 4.5days per/week and 0.5 days per/week for the project
management tasks.
8.0 Schedule estimate
WBS Task Name
1 Project Planning Phase
1.1 Allocate the project team members

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1.1.1 Project manager
1.1.2 Project team members
1.2
Performing the research work on the
market
1.3 Schedule the project tasks
1.4 Manage the project resources
1.5 Prepare WBS
1.6
Analyze the financial budget, cost model
and baseline
2 Project execution phase
2.1 Evaluate the digital marketing
2.1.1 Estimate the market research results
2.1.2 Evaluate the digital usage
2.2 Examine the customer profile
2.2.1 Examine the market data
2.3
Review the digital presence in the
market

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2.3.1 Recording of digital data
2.4 Evaluation of the messaging usage
2.4.1 Evaluate the marketing strategies
2.4.2 Online presence marketing
2.4.3 Newsletters
2.4.4 Mobile app usage
2.5 Review the entire marketing
2.5.1 Statistical data analysis
3 Project control and monitor phase
3.1 Perform the team meetings
3.2 Status report on business plan
4 Project closing phase
4.1 Final report draft
4.2 Lessons learnt document
4.3 Final submission

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