Fourwinds Marina case study - Assignment Example

Four Winds Marina Case Study a) A summary of the case The main issue has to do with time. Jack Keltner, who succeeded Leon McLaughlin as general manager of the Four Winds Marina, has numerous objectives to realize in order to improve the marina’s performance. Keltner definitely wants to make a big impression in order to impress his boss, Sandy Taggart, in order to ensure that he is not summarily dismissed due to his inexperience. Keltner came upon his present position because of his reputation as a hard worker. He is a former accountant who is trying to prove his worth in an industry whose operations he is not well acquainted with (Cummings & Worley, 2009). It does not help that Sandy Taggart is convinced that the problems that the marina is experiencing are due to the inexperience of the general managers who are regularly hired to manage the ‘Four Winds’. It is encouraging that Taggart has a lot of trust in the abilities of Keltner. However, the boss may have put too many responsibilities on Keltner by also asking him to function as a time controller for the Taggart Corporation. Keltner has to find a way of making the Four Winds function as a profitable enterprise, while also determining the best ways of funding its improvement operations. b) What are the marina’s strengths, weaknesses, opportunities, and threats? In terms of strengths, the Four Winds Marina has a lot of previous business experience. It is also catering to loyal domestic clients who frequent it on a regular basis. With charges of 21 to 33 dollars per night, the marina is also quite affordable for the majority of citizens. The Four Winds also has extensive grounds and numerous amenities which make it possible for improvements to be made, signaling a potentially high rate of growth. In regards to weaknesses, the Four Winds Marina has not been experiencing peak performance in spite of the hiring of an assortment of general managers. The general manager of the Four Winds could also be a liability if he is completely unable to fully understand all the operations that are required in order for improvements to be realized. Keltner is already saddled with responsibilities, as it stands. He may need to speak with his boss, Taggart, about the possibility of hiring other skilled and accomplished assistants who will leave him free to make decisions in what he feels comfortable with, while leaving the other, more technical operations, to his more accomplished junior assistants. This will also ensure that the general manager does not grow too tired with his responsibilities. Sandy has also not invested in more research and development operations that may be necessary to remain relevant. In terms of opportunities, there are numerous developments that the marina is looking to effect. For instance, they are looking to add underwater docks to stop the incidence of breakage when storms are experienced, while also ensuring that there is adequate light and heating in the storage buildings. There is also growing demand for the services offered at the Marina. This would be the only reason why Sandy Taggart would endeavor to expand his firm, while also implementing improvements. There is a lot of opportunity for increased development in this sector. In terms of threats, the Four Winds Marina has to consider the incidence of unexpected problems. For instance, its former general manager, McLaughlin, resigned suddenly due to disagreements about his wife’s work- or lack thereof. This naturally left Taggart with hardly any time to advertise the vacancy, interview applicants, and select a highly recommended manager. Naturally, the raw materials used in developing the marina could have their prices increased. Labor could also cost more in the near future due to economic recessions in various sectors. There is also growing competition in the marina industry, which could result in lower profitability. c) How would you go about conducting this analysis with the client? In the first place, I would recommend that Sandy Taggart make definite changes to some of the operations of the marina. I would, for instance, recommend that Sandy Taggart invest in more profit centers that would tempt the existing customers to invest more in it. I would also emphasize on the importance of expanding the marina’s parking spaces and restrooms, in addition to the plans to expand the docks. For many customers, lighted parking spaces, and large restrooms enhance their perception of an entertainment firm. To increase the marina’s popularity, Taggart could also invest in hosting popular events as a way of increasing the loyalty of the customers. The Four Winds Marina could hold annual education, as well as appreciation occasions in order to provide new customers with more opportunity to be able to interact with the marina’s workers, and supporters. Once the customers are entranced with the marina, they will not consider the price of various services as being forbidding. The marina could also seek to partner with local business enterprises in order to be able to share costs with them. d) How would you describe the marina’s strategy and organization, and what do you think of Keltner’s list of actions? I believe that the marina’s plans to improve its docks, while also investing in expansion are up to date for current standards for any modern marina. I also believe that Keltner has the right objectives for ensuring the success of the marina. However, I feel that Keltner is stretching himself thin, and is likely to experience burnout long before he has the opportunity to fully implement all the strategies he has in mind for the improvement of the marina. Keltner probably feels that he has to prove himself to various stakeholders before he can be accepted as a bona fide specialist in this industry. It is also likely that he pressurizes himself to prove that in spite of not having professional knowledge about the marina industry, he is still able to run the marina successfully. e) Assume Keltner asked you for some help in thinking through changes. Where would you start, whom would you involve, and what might you propose? I would first point out the importance of researching on successful marinas, and the strategies that they used to realize their successes. I would also encourage Keltner to invite Sandy Taggart because there would be suggestions that only the owner of the business has the right to permit. I would also propose that additional workers be hired to assist Keltner in fulfilling his responsibilities. To convince Sandy of the importance of hiring additional workers, I would also invite an equally qualified consultant in matters regarding the running of marinas. Reference Cummings, T.G., & Worley, C.G. (2009). Organizational development and change. New York: South-Western / Cengage. Read More