Jason and Marie Salerno, brother and sister, have been running their family business, a water park called Wild Water, since they both graduated from the college. The Salernos operate the park, which is located near the New Jersey shore, with help from their parents. Marie’s husband and Jason’s wife are also involved in the business. Wild Water has now been in business for more than 40 years—it is a landmark to both locals and summer tourists. The water park features such attraction as a wave pool, several water slides, a flume ride, a kiddie pool, and a tube ride. A picnic park, shaded petting zoo, aquarium, snack bar, and restaurant called the Seafood Shack round out the park’s offerings.
The park opens on Memorial Day and cuts back to
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Vacationers who rent the condos are more likely to be looking for entertainment in the form of golf, deep-sea fishing trips, and exclusive restaurants. One of the major amusement park chains has been looking at a piece of real estate nearby. This chain is well known for its high-end rides, shows, and eating establishments. The Salernos point out that an entire family could enter Wild Water for the cost of one ticket at one of chain’s park.
While the Salernos acknowledge that they have serious challenges ahead, they remain upbeat. Wild Water has been a favorite of families for more than two generations, and they expect it to continue to be a destination for local residents as well as vacationers. Buy they need to make some changes to keep those visitors—and the new condo owners—coming through the turnstile.
1. Imagine that you are a management consultant hired by Salernos to help them navigate the choppy waters ahead. First, describe the elements of the microenvironment and competitive environment that affect Wild Water now. Then describe elements that you anticipate will affect the water park in the next few years.
2. Next, describe the organization’s culture. Discuss how the current culture affects the way it responds to the organization’s external environment.
3. Now, create a plan for Wild Water. In your plan, describe what changes the organization