Your boss,the CEO of Mountain Air Recreation, Inc., has invited you to her office to tell youthatthe Boardis considering thelaunchofa new productoffering: luxury resort skiing. This offering will complement their existing line ofhigh-adventureoutdoor recreational sportofferings, which include jungle safaris, scuba diving, wilderness hiking, and helicopter skiing. The marketing team has done a great deal of research on the target audience andbelievesthe company will make ahandsomeprofit on thenew resort. The CEO wonders, however,ifthe introduction of aluxury sport activitywill affecttheir guests’perceptions of the company, which isknown for its rugged outdoor activities. She also wonders if downhill skiing and the accompanying requirement to manage mountain forest growthwill damage the company’s reputation as a responsible steward of the environment. She is convinced that if the company moves forward with this project, it will be vital tointegrate the marketing effort with a communications campaign designed to enhance the image of the company as one that not only sells high-endadventurebut cares deeply about the environmentand enjoying it responsibly.
The CEO provides you with demographic and psychographic data about the company’sguests and asks you to provide an analysis of the data to inform herrecommendations to the Boardabout the long-term wisdom of entering the high-endski resort market. The CEO hasscheduled an offsite planning meeting to discuss the new business endeavorandhas asked you to prepareworksheets in Excelto support herpresentation at the upcoming meeting.
You plan to analyze the data using standard statistical methods in Microsoft Excel and to develop statistics as well as charts and graphs to support the presentation of data. Your task is to conduct data analysis and prepare a report for yourbossabout your findings, which will also include an analysis of howdatainforms a future strategy for growth.
Once you have reviewed the scenario, review the project overview, approximate time commitment, and competencies that you will be responsible for in this project.
Nine steps will lead you through this project. Each step should take no more than two hours to complete. Continue with Step 1: Refresh Your Math, Statistics, and Excel Skills.
Your work will be evaluated using the competencies listed below.
1.1: Organize document or presentation clearly in a manner that promotes understanding and meets the requirements of the assignment.
1.2: Develop coherent paragraphs or points so that each is internally unified and so that each functions as part of the whole document or presentation.
1.4: Tailor communications to the audience.
1.5: Use sentence structure appropriate to the task, message and audience.
1.6: Follow conventions of Standard Written English.
3.1: Identify numerical or mathematical information that is relevant in a problem or situation.
3.2: Employ mathematical or statistical operations and data analysis techniques to arrive at a correct or optimal solution.
3.3: Analyze mathematical or statistical information, or the results of quantitative inquiry and manipulation of data.
3.4: Employ software applications and analytic tools to analyze, visualize, and present data to inform decision-making.
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