Castle Bingo

Castle Bingo
CASE STUDY – CASTLE BINGO
Castle Bingo is the main trading arm for Castle Leisure. Last year they celebrated its Centenary year, having been incorporated in 1911, although it has been trading as a Company since 1856, making it one of the oldest private companies in South Wales.
Castle Bingo has eight, modern bingo clubs situated in the main population centres in South Wales namely Bridgend; Merthyr Tydfil; Nantgarw; Neath; Morriston, Swansea; Uskway, Newport; also Canton and Newport Road in Cardiff; this has made it the market leader in the Welsh bingo market. A further three units are in England at Barnes Hill in Birmingham, Bootle in Liverpool and Corby in Northamptonshire.
Their initial success has come from their membership drives for the purpose built clubs which offer the modern bingo player comfortable seating, the very latest in bingo technology and value for money catering and bar offerings in stylish surroundings. Also, the prize funds available are substantial through a selection of jackpots and progressive jackpots ensuring that the majority of games have the potential of making a significant difference to a player’s life. One of the bigger pots on offer is the ‘Giant Jackpot’ which is a minimum of £40,000 and is played on various games throughout the day. It has also responded to the opportunities afforded the gambling market through online gaming and it offers a number of unique promotions and giveaways for online customers, players will find that the ethos has been transferred from their offline business to the online offerings.
Your Role
For the purposes of this assignment you are a Marketing Assistant in the Cardiff HQ of Castle Leisure. They have looked hard at every aspect of the operations of its business, and it has found that it has limited systems that aid decision making in marketing management. Your manager has just returned from a conference where the key topic of discussion was Database Management a system that aids decision making in marketing management. As a result the company are now keen to know more about a system, notably CRM systems which will aid decision making in the company and help them develop relationships with their customers to maximise their profitability through extra sales.
TASKS

You are required to write a report for the organisation that;
1. Examines the elements and benefits of a Customer Relationship Management (CRM) system, which Castle Bingo could use to understand how well they could manage their customers. Included in the Introduction should be a definition and brief discussion on Customer Relationship Management (CRM).

2. Discusses the principles of Big Data and metrics and evaluates the benefits that Castle Bingo will gain from developing this area.

3. Identifies the ethical and legal issues involved for Castle Bingo in using the customer information they store for future marketing activity.

4. Provides a section for your conclusions and from this produces recommendations that you consider relevant.

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