Williams Den: A Young Business with a Safe and Nature-Themed Environment for Children's Play Activit

Williams Den is a young business located in the East Yorkshire country side on the south side of Hull. 

The business provides a safe environment for young children to play with an indoor play area as well as various outdoor environments.  These have a strong theme of connecting with nature through activity and enabling interaction with "adults".  In addition to the children's play activities there is a restaurant/café, pizzeria, bar and potentially an ice-cream parlour.  Williams Den has sufficient land for a range of activities to be undertaken with reasonable access from the M62 motorway.

The business seeks to increase the use of its built and land assets and as such it is keen to identify events and activities that can result in greater customer footfall (existing and new), leading to increased fee income and discretionary spend. They are aware that this is a highly competitive market but one where potential to gain traction exists.

WD recognises that opportunity may exist to use their land and physical resources to develop a program of events that would be attractive to customers currently not served by their existing offer.   However, at this stage they are uncertain of the following (others factors may also exist):

• What the nature of events should be (type, duration, facilities and activities….)
• When they should run and how many per year (schedule)
• What would be attractive in the market place (competitor offerings, best practice, value proposition, price point)
• Which customer segments to target and how
• How they could use events to create customer experience congruent with their own mission and brand (customer journey)
• Risk of undertaking the activity and how these can be mitigated.
• How immersive such a festival should be e.g. overnight camping/glamping, tasks, activities, instruction, supervision, adult involvement?
• What type of things would work for a 12/24/36 hours of activity?
• What type of customer numbers would be needed to make it viable (commercially and from a customer experience perspective)?
• Are their learnings from organizations which have tried and succeeded or failed in similar activities?
• What specific customer experience factors need to be considered both positives and negatives?
• Some indication of how to “launch” such an event.
• Costs, budget, profit?

Acting as a business consultant, you are required to produce a management report. Please note you can focus on a single event or create a program of events.  It is critical that the “offer” is congruent with the Brand and ethos of Williams den. The maximum length for the assignment is 3,000 words, excluding list of references, figures, diagram and tables.  Submission deadline 7th December no later than 16.00. The report presentation should be in clear professional report format.  Marks are awarded for the quality and clarity of presentation.

1. All contact with Williams Den has to be via the module leader.
2. Assignment is to produced as a professional report.
3. Assignment length - 3000 (not including cover page, executive summary, contents, data charts, references and appendices). Mark penalties will be applied in accordance with HUBS guidelines.
4. You must acknowledge any factual sources of information and include references to ideas, assertion or concepts used in your discussion. Failure to adequately referencing resources is treated as plagiarism under regulation of The Business School, University of Hull.
5. You must use Harvard Referencing System to state any factual sources of information in the text and the list in a bibliography. You can find further details of how to do this in the Business School Study Skills Handbook.
6. It may help to have someone read through your assignment in draft form, to detect any grammatical errors, spelling mistakes, typing errors or confusion in your use of language. Careless work rarely achieves top marks and good presentation can help a strong argument to be understood more easily.

• Knowledge of the subject area in question.
• The ability to search out additional (relevant) material to that given in the lecture.
• The ability to marshal material into logical and coherent lines of reasoning in critical and analytical fashion.
• The ability to inform the reader whilst answering the question.
• The ability to acknowledge the contribution of others with accurate and appropriate referencing (use Harvard Referencing System) – when relevant to use.