P1 Alton Towers PDF

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P1 coursework alton towers work....

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Unit 3 P1

Alton Towers

Dilprit Sidhu

Alton towers aim are to try and be the number one theme park across the world by having the largest market share. Another aim is that they want to carry on making profit within the business and try and expand it to increase the number of visitors visiting Alton towers. Finally their aim is to continue to improve their customer service. Alton towers marketing objectives are to deliver a high volume of objectives in terms of individual visitors. Another objective is that they want to try and maintain their brand leadership within the UK by using brand extensions e.g. the smiler.

Market Penetration: Alton towers wants to increase their sales of existing products in existing markets by adapting them. Alton towers want to host special events to attract customers to come to Alton towers. Alton towers have done different special events in the past to attract the customers and the target audience. Alton towers usually hosts fireworks event or a celebration which is on the 4th and 5th of November which will dazzle and delight. They also host other events like the scare fest which is a festival where people who go to Alton towers can go inside into a spooky dungeon or tunnel and see different scare characters. Alton towers does this to attract customers because they have added a line which says for the bravest, dare you enter our terrifying mazes. This is to show that if you don visit this place at Alton towers you are not brave and are scared. People don’t like being called this so they visit Alton towers and try it out which increases customers and supports Alton towers because they will make money and make profit. Alton towers does this to try and attract customers to come to Alton towers and buy the pass for an affordable price because it lets you go on every place within merlin entertainments and it lets you and your children have a good time. If customers buy these it will be cheaper for them for the year and it will be good for Alton towers because if more people start buying these it will be cheaper for the visitors and it will make profit for Alton towers and merlin entertainments. Another market penetration is that it has return next day return.

Promotion- they could promote their products online on social media e.g. Facebook and do TV adverts which they are already doing at this time. Dropping Prices- they could drop some of their prices for their rides to increase the amount of customers that go to Alton towers because some might find it too expensive for the rides and might not be able to afford it for themselves for their family. Market development: Market development is a growth strategy that identifies and develops new market segments for current products. Alton towers shows their products overseas. They do this by advertising their theme park across the world in different ways. They do this by adverting it on TV adverts, social media such as Facebook and over the radio to get people aware of Alton towers. This is a good growth strategy for Alton towers because it let people across other countries find out about Alton Tower and what they do. If Alton towers succeed with this which they are already doing they will make more money because tourists from other countries might come and check out Alton towers which is in the UK and have a go on the rides which will make profit and make people aware of Alton towers because of the advertising overseas. Another market strategy that Alton towers use is that they have been holding business meetings and conferences at their Alton towers areas or resorts. Possible methods:

Unit 3 P1

Alton Towers

Dilprit Sidhu

Exploring Foreign Markets Using e-commerce- Alton towers could do this by sending special email offers to customers to persuade them to visit Alton towers. Also they could have an online basket and catalogue where the customers can see what they can purchase and using the basket they can see what they are buying and how much it will cost them. Currently Alton towers is already doing this.

Product development: Alton towers tries to develop a new ride a year because if they don’t do this it will make it boring for the customers to carry on going on the same ride over and over again. Alton towers tries to develop a new ride each year to increase the number of customers because they would want to try out the new ride.

Product developments might be: Completely new lines- they usually make a brand new ride that has never been made before to attract their target market and increase the sales of their customers. Products related to exiting lines- they usually try and amend one of their rides that they already have at Alton towers and they could add an extra item to one of their existing rides to increase their sales of customers. Modifications of existing product- they usually try and slightly modify one of their rides that they are using at Alton towers. .

Diversification: this involves selling new products in new markets. This is the most risky because of four strategies. It could make them fall in profit and won’t be able to maximise their revenue. They could make a brand new spa which they offer to a new market because usually a theme park is made for children but now they have a spa which is made for men and women to go to and relax if they are over the age of 18.

Survival Strategies:

What could threaten Alton towers is bad weather. This could threaten Alton towers because if the weather is so bad they won’t be able to operate the rides because of the bad weather and it will make it dangerous to operate them in very bad conditions. What Alton towers can do with this weather to survive is that they can shut down or close down the whole theme park when the weather is very bad because it will help them to survive and they know if it is bad weather not that many people will come to the theme park when there are bad weather conditions. Another thing that could threaten Alton towers in other attractions. This would threaten them because a theme park might build a new attraction in their theme park which will mean customers will start to go there

Unit 3 P1

Alton Towers

Dilprit Sidhu

because of the new built attraction which everyone might want to go and see and it might reduce Alton towers sales. What Alton towers could do to survive is that they can try and open a new ride every 2 years which would help increase their sales because new customers would want to come and have a go or look at the new attraction or ride.

Brand extension

This is when a new product is made to a successful brand. And Alton tower tells the customers that the theme park is exciting, amazing, fun, thrilling and not dreams. An example for this could be the smiler at Alton towers theme park. Theyh usually have restaurants and rides and ext. located around the park for customers to go in and buy different food and items and the rides are there for people to have a go on and enjoy themselves.

What does Alton towers do to keep in contact with and attract repeat customers?

Firstly they collect and analyse feedback from customers who visit the theme park on a regular basis. They do this to collect feedback on what they think is good about the theme park and what they could suggest that needs improving within the theme park to increase the number of customers visiting Alton towers and increase the sales to maximise their revenue. This tries to lead to making new rides every 2 years because if they build a ride every 2 years the amount of customers visiting Alton towers will increase because they would want to have a go on the new ride and they would like to know what customers think of the new ride. The customers and workers at Alton towers have found out that it roughly takes a day to get around the whole theme park. To help customers with this they have built hotels for customers to stay for the night to give them a relaxing time and they can relax themselves after a tired long day. They have 3 hotels at Alton towers which are: Alton towers hotel, Cbbebbies hotel and enchanted village tree house. They have different facilities for customers to enjoy and relax on for different groups. Firstly they have spas which are made for men and women to relax in and have a peaceful day out. They have different play areas for little children’s to enjoy. They have thrill rides for the wider age group to enjoy. They do this to attract more customers and a wider range of target audience and market....