Swan Cruises was formed in 1995 by a group of four friends who each owned cabin cruises and used redundancy payments to purchase additional four. From their own boating activities and contacts, they concluded that there was a good opportunity in the market for family cruising holidays on the canal system. They produced rough budgets and drew up an advertising plan. Because they wanted to get started quickly to catch the spring season, the partners did not give time to strategic planning. However, after their publicity leaflets and advertising in the press, they received a good number of bookings, but sooner than later they began to run into problems. The waterways authority demanded more safety measures and so their insurance premiums were more than budgeted for; Customers found the cruises too small for family parties to live in for a week; Customers regularly got into difficulties with running the boats and at the locks and the partners had to spend much time teaching and helping customers; There were a lot of complaints and demands for refunds from customers; Three of the boats were damaged by novice sailors; The waterways authority threatened to withdraw the license because of speeding by young customers. Required: Assuming you are the team leader of a group of experts, write a short memorandum to the partners setting out how they would have benefited from using a business policy framework

Practical Management Science
6th Edition
ISBN:9781337406659
Author:WINSTON, Wayne L.
Publisher:WINSTON, Wayne L.
Chapter2: Introduction To Spreadsheet Modeling
Section: Chapter Questions
Problem 20P: Julie James is opening a lemonade stand. She believes the fixed cost per week of running the stand...
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Swan Cruises was formed in 1995 by a group of four friends who each owned cabin cruises and used redundancy payments to purchase additional four. From their own boating activities and contacts, they concluded that there was a good opportunity in the market for family cruising holidays on the canal system. They produced rough budgets and drew up an advertising plan. Because they wanted to get started quickly to catch the spring season, the partners did not give time to strategic planning. However, after their publicity leaflets and advertising in the press, they received a good number of bookings, but sooner than later they began to run into problems.

  1. The waterways authority demanded more safety measures and so their insurance premiums were more than budgeted for;
  2. Customers found the cruises too small for family parties to live in for a week;
  3. Customers regularly got into difficulties with running the boats and at the locks and the partners had to spend much time teaching and helping customers;
  4. There were a lot of complaints and demands for refunds from customers;
  5. Three of the boats were damaged by novice sailors;
  6. The waterways authority threatened to withdraw the license because of speeding by young customers.

Required:

Assuming you are the team leader of a group of experts, write a short memorandum to the partners setting out how they would have benefited from using a business policy framework

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