Case Study Example | Topics and Well Written Essays - 750 words - 32

Case Study Example This decision is seen to be inconsiderate of the customer sentiments in the location and the news of a rate increase and setting up of the nuclear plant may lead to negative reactions among the customers. The main external issues in this case include the sentiments of the customers regarding the operations of the company and the subsequent increase in the rates of power supply. The power supply rates of Phoenix Power are already high and the customers are skeptical about a nuclear plant in their vicinity. As such, the skepticism and non-reception of the customers are likely to act as the main external issue. The internal issues related to the advertising process would include the business decision regarding the choice of an advertising agency and personnel required for the short term advertising campaign. The alternatives would include making the customers more aware of why it is important to increase the rates of power supply. The positive aspects for building the nuclear plant can be focused on in the advertising. The nuclear plant once completed would be useful for supplying sufficient power to the whole city and Phoenix Power would not have to source power from the plants in California. This would subsequently reduce the costs for electricity after the setting up of the nuclear plant. This aspect should be focused on in the advertising campaign so that the customers become aware of the benefits of the project and also become supportive of the project. The message for the advertising campaign should be based on highlighting the long term positive benefits that can be realized from the project of Phoenix Power to establish the nuclear power plant in Arizona (Jameson and Campbell 170). Since, the consumers already have a negative attitude towards the increase in the rates; therefore, this issue should be handled in a sensitive manner in the advertising campaign. Phoenix Power