INDIVIDUAL ASSIGNMENT: YACHTING INDUSTRY

INDIVIDUAL ASSIGNMENT

YOUR BRIEF Starting from your group project idea, prepare an executive 5 slides pitch presentation of how you could evolve the idea and take it further for the brand.

How? • Choose a partnership brand to build on the idea (not fashion, luxury or hospitality)

• Develop a strategy and plan of how to bring this evolved idea to life based on a budget of 30K (smart thinking / what channel / give ballpark figures) • Articulate the launch plan focus on one city, make it digital, and demonstrate an understanding and choice of communication channels (ie. Social media/experiential etc.)

• Bring to life what the communication execution would be (visual references / creative look and feel / moodboard)

GRADING CRITERIA • Slides – Flow of presentation/Engaging format/Clarity

and capacity to captivate the audience • Creative thinking (innovative, power of analysis) • Market understanding (Relevant to market and needs) • Routed in consumer need insight (shows a good

understand and link to audience) • Brand fit (Relevant to brand mission / DNA) • Do not copy/paste existing ideas and choose same partnership brands as other students in the class

YACHTING INDUSTRY

§   Specifications and grading criteria for the Final Assessment:

§  Customer Experience Journey analysis of yacht charter client.

§  Map out and analyze the journey of a customer chartering a yacht. Please use the tools and formats introduced in the sessions of Mrs. Hammond-Smith, discussing the yacht charter market, and Mr. Brooks. Please keep in mind the lessons you learned in the introduction session with Prof. Klaus about the customer experience and the three CX-stages.

§  The emphasis is to demonstrate to us that you understand the yachting industry from both, the client and provider viewpoint, the customers’ journey in the chartering process, and analyze how and where this journey can be designed in a better, more effective, and efficient way. The emphasis is to demonstrate the application of the knowledge we shared throughout the course with you.

§  The report will be presented on 5 to maximum 7 pages (excluding cover page, references and appendices). The font being used is Times New Roman, font size 12, with a spacing of 1.5 lines). Please DO NOT use a ‘table of contents.’ Please name your file as follows First Name Last Name Yachting Elective CJM Final.doc/pdf.