Marketing plan of Aberdeen Beach Regeneration - Essay Example

3 1.0: Background Analysis and Assumptions 4 1.1: Background Analysis 4 1.2: Assumptions 4 2.0: Marketing Objectives and Strategies 6 2.1: Marketing Objectives 6 3.0: Alternative Plans and Mixes 8 4.0: Budget 10 5.0: Implementation Programme 11 References 13 Executive Summary This paper carries out a background analysis to provide assumptions for a market plan for the regeneration of Aberdeen Beach. The paper explains the marketing objectives and strategies of the regeneration of Aberdeen Beach market plan.

Alternative plans and mixes are explained, in detail, to predetermine the budget requirements of the market plan. After drawing the market plan budget for the regeneration of Aberdeen Beach, a detailed implementation programme for the market plan is provided, at the end. 1.0: Background Analysis and Assumptions 1.1: Background Analysis Aberdeen Beach is endowed with abundant capital and a good regional market. Also, the regional market for Aberdeen Beach is ideal for market segmentation. With a good city image and heightened technology, Aberdeen Beach is capable of occupying the market share rapidly.

For instance, there are few amusement parks and large shopping centres within Aberdeen. Therefore, market penetration and acquisition of a significant market share is highly attainable. There is an opportunity of opening a new tourist market in Aberdeen Beach, and utilizing new investors who are available. However, building a large market centre and an amusement park for Aberdeen Beach is a time consuming project that requires long-term investment and collection of funds for that purpose. In addition, the project may be adversely affected by a change in customer preferences and slow market growth.

Changes in industry policy and economic recession are potential threats to the regeneration of the marketing plan for Aberdeen Beach. Based on the marketing audit and the SWOT analysis for Aberdeen Beach, some assumptions have been made so as to be able to address significant issues in the formulation of a supreme marketing plan for Aberdeen Beach. While drawing these assumptions, capabilities and the potential of achieving success in marketing for Aberdeen Beach have been taken into consideration. 1.2: Assumptions In the development of a market plan for the regeneration of Aberdeen Beach, assumptions that will enable the organisation achieve its objectives have been made.

Through these assumptions, specific, measurable, achievable and time bound objectives for the regeneration of Aberdeen Beach have been developed. The first assumption involves the number of tourists. It is expected that the number or volume of tourists will increase by 10% every year. Therefore, in the first year, there will be a ten percent (10%) increase in the number of tourists who will visit the Aberdeen Beach. Secondly, it assumed that profits that will be earned from tickets will be considerable during summer, and revenue is expected to increase by 15% because there will be many people who would want to use the facilities within the Aberdeen Beach and pay for them.

Currently, car parking at Aberdeen Beach is free. With an increase in the number of visitors, it is expected that a car parking fee will be introduced. Finally, through proper targeting, it is expected that 36% of the market share will be acquired by introducing an amusement park and a high-level bazaar in Aberdeen