Your task is to develop a PowerPoint presentation (Assignment 3) followed by a report
(Assignment 5) for a major theme park company. This business has several parks around
Australia and attracts approximately 200,000 families per month. The parks appeal to all types
of individuals (both nationally and internationally) including children, adults, teenagers and
senior citizens.
The existing corporate information systems are quite dated. Several of them utilise superceded
or legacy technologies. Management reporting out of these systems is difficult to produce and
general growth is constrained by the limitations of these underlying systems.
Recognising the fact that the systems are not meeting management, frontline staff or customer
needs, the board has endorsed a “Digital Transformation” strategy, with the high level goal of
modernising its information systems.
As an initial project, you have been requested to initiate a replacement of the Customer
Relationship Management system and associated “park pass”. The current application is a
thick client (limited to operating on a PC), with no mobile or web capabilities. There is also
no integration between the current CRM and “park pass” (a payment card that is used to access
to rides and purchase refreshments and souvenirs while in the park). In addition, each park
has their own customer systems, which are not integrated across parks or with other
management systems. A team of analysts collate extracts monthly to produce overall
performance reporting.
From the customer side, there is no way to reward families that are loyal visitors to multiple
park brands. The board would like to see customer be able to use their park pass to book online
and through a newly developed mobile app.
The immediate task on hand is to develop a business plan including financial modeling
aspects, human resource requirements, scheduling tasks, and solution scope. The management
board would like to see an integrated, up-to-date system being developed that is accessible
anywhere and hosted externally, away from the company’s data centre (i.e. cloud).
There are 1500 employees, made up of:
250 back office (operations, finance, etc) staff, who need insight to customer data and
park performance from their primary work computers
50 park and corporate managers, who are highly mobile and primarily need
performance information (e.g. customer profitability) on mobile devices
1200 park employees, who need customer insights such as cross sale and discount
points at point of sale systems or on mobile devices at ride kiosks, etc.

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