Aberdeen Beach Business Analysis and Planning - Essay Example

? Aberdeen Beach Introduction The essay d “Aberdeen Beach” is about business analysis and planning of a tourist beach at a location of the same name. The report focuses on Scotland tourism and offers an analysis of the tourism market of the area. Strength, weakness, opportunity and threats in terms of the prime location and the surrounding area are analysed and proper strategy has been made for the launch of the business. The report discusses in detail about the assessment of the location and strategies to regenerate the area around the beach. A strategic plan has been formulated with vision, mission and product development, and communication and media strategies are being established. Internal marketing audit, external marketing audit, competitor analysis as well as marketing review of the beach has been done in order to make the area attractive for the locals as well as visitors. Mission Statement The purpose of the tourist beach will be to provide an everlasting experience for the visitors of the beach by exposing them with clean and calm environment, latest adventure sports and activities, leisure areas, top class restaurants and nice places to hangout. The beach will be serving all demographic categories starting from kids, teenagers, youngsters as well as adults, professionals, middle aged and senior citizens. There will not be any gender bias and equal opportunities will be provided to men and women in terms of activities and events (Nimwegen, et al., 2008). The beach will be established keeping in mind the environment and local surroundings. The beach will also use latest technologies to keep the pollution and wastages at bay and will make sure that least amount of wastes are dispersed in the surroundings (Fuchs and Diamantopoulos, 2010). Corporate objective The major corporate objectives of the beach authorities are as follows; 1. Tighten the security of the beach and its surrounding areas so that the trust of visitors and tourists on the beach safety is re-established. 2. Re-position the beach and its surrounding areas as a favourite destination for serene and pollution free holiday. 3. Increasing profitability and return on investment of the marketing and advertising strategies by ensuring proper monitoring and strategic implementation. 4. The corporate vision for the beach will be to provide their customers with the best holiday destination experience from beginning to end, with attractive environmental sites and engaging activities. Internal marketing audit Current situation At present, Aberdeen beach is going through a difficult situation. There has been a decline in number of visitors, especially the locals. Off late, the beach authorities have been criticised for growing unhealthy environment. The area surrounding the beach is not cleaned properly, leading to a garbage land. This has accelerated the growth of mosquitoes and other flies in the corners of the beach. Also, people have started complaining about the pungent smells because of the growing wastes. Another blow to the safety of the beach was done when a dead body was found inside the beach complex. The flow of visitors reduced drastically after the incident. Usage and facilities Currently, the beach is primarily used for walking, surfing and windsurfing. The beach is actually an array of many attached beaches, each having specific qualities and attractions. Thus, while few beaches are mostly used for walking and sigh-seeing, others famous for their high tides and surfing. The beach also has a popular amusement area. Apart from this, the beach is also surrounded by restaurants, cinemas, condones and parks. The Aberdeen beach is actually a part of the Queens Link which is famous for various other attractions such as amusement park, cinemas, restaurants, shopping centres and more. External analysis In order to do a macro and micro environmental analysis a PESTLE analysis of the Scotland tourism is done here. Political Scotland falls in the category of developed economies. Political situation is stable in Scotland. The major political factors affecting the recreation of the beach will be affiliations from the government of Scotland as well as local authorities. In order to recreate the beach and its surrounding areas, the beach might be closed for a few days. For this, the marketing team will have to take the permission of the local authorities. Legal policies, procedure and other corporate obligations in the country are not very stringent, which will help in the smother transformation of the marketing activities. Apart from this, the government has also planned to reduce corporate taxes in the coming years, which will result in decreased cost of overall operations in this industry. Economic Scotland’s economy is powerful and has been successfully able to avoid economic recession. Economic factors are crucial to the beach management, because the economic conditions influence costs, prices demand and profits. The overall economy has substantially increased over the years. Since then, the microeconomic trends have been positive and with the increasing income, the disposable income of the households has also increased. This shows the opportunity of attracting not only local customers but national and international visitors as well (Ahmed, 1998). The beach authorities also welcome private entities into the investment into the beach facilities and stimulate demands. Social Beaches have always been one of the most favoured destination spots. Moreover, this place can be enjoyed by demographics of almost every age (Walker, 2003). Scotland being a cold country, beaches provide a warm climate preferred by most. Thus, the overall climate and environment naturally accelerate the branding and marketing processes. Due to the ongoing recession, most of the consumers have become price-sensitive. However, this might not affect the local visitors. For national and international visitors, the beach authorities can make special strategies in order to attract them. The beach might not have profit advantage in the current social scenario but with constant effort in making marketing strategies and providing affordable opportunities for the customers, the beach can gain a sustainable growth in the long run. Technological Scotland can be considered as a technologically advanced market. With the increase in globalization and acceptance of online media as a source of information and communication, online marketing has seen a dramatic rise. The growing acceptance of technology among younger generation which again consists of majority of population in Scotland concludes that the marketing team has the opportunity to attract young customers through the use of online media (Walters, 1997). Apart from that, latest technological advances such as electronic data exchange and ERP can be used by restaurants and food outlets surrounding the beach. This will decrease operation costs and enhance the value chain process. Environmental Maintaining a balance in the environment will be one of the major factors taken into consideration while planning any project. The project will ensure that least amount of carbon emission and other harmful gases are released into the environment (Hindy and Baghdady, 1998). Latest use of technology and advance mechanics will ensure least amount of wastage. Also, ample care will be taken of the natural resources which come under the supervision of the beach. In order to gain trust from visitors, the beach will pass every protocol required by the govern authorities (Chan, Leung and Wong, 2006). The use of online transactions for marketing as well as administration purposes will also decrease the use of paper which will influence the environment in a positive manner (Pettigrew, Whittington and Thomas, 2006). Legal According to the economic freedom journal’s index, Scotland has been highly ranked in terms of free economy (Index of Economic Freedom, 2013). Apart from this for a smooth transaction, the organization will have to be transparent in terms of sources of capital, ownership, shareholding patterns, partnership and other important regulations associated with the regeneration and renewal process of the beach. SWOT Analysis Strengths The major strengths associated with the location are the weather and the serene surroundings (Carlsen and Andersson, 2011). According to the report published by University of Aberdeen (2010), north of the harbour is located directly behind the Aberdeen Beach which is major attraction among tourists. In the Aberdeen Beach, tourists can easily find indoor and outdoor theme park, a bowling alley, cafes and restaurants which can help them to relax and enjoy the environment in the beach (University of Aberdeen, 2010). Kings Links golf course is also located in the Aberdeen Beach and smaller 6 holes courses are also being located in nearby area of the Aberdeen Beach. Golf courses in the beach provide opportunities to both beginners and experienced golfers to practices and such facilities have increased the attractiveness of the beach manifold among tourists. Even Aberdeen Beach offers tourists to enjoy low cost facilities like playing golf, enjoy dining, riding etc. Weakness Popularity of Aberdeen Beach has been reduced manifold due to coastal erosion and increased potential for flooding or flood events that may harm property and life of tourists and residents living near the beach (University of Aberdeen, 2010). Additionally, authority of Aberdeen Beach have not taken sufficient measures to prevent flooding threat from Don and Dee rivers which has further decreased popularity of the beach. Another thing is that Aberdeen Beach authority has not taken measures to organize the format of theme park, a bowling alley, cafes and restaurants which might even decreasing the attraction of the beach among tourists. Opportunities According to case paper presented by University of Aberdeen (2010), introduction of beach nourishment programme might boost shipping industry and transport sector activities near Aberdeen Beach which might influence economic growth in the area. Aberdeen Beach authority has the opportunity to attract more number of tourists by prohibiting establishment of large constructions in the beach and it is expected that the step would reduce noise and air pollution in the beach. Beach authority would even think for changing the formats and layout of the restaurants and other amenities in order to attract more tourists. Threats The current destination sites nearby the beach, other tourist beaches in the city as well as the businesses providing leisure activities are a major threat to the current marketing project. Coastal erosion and fluvial flooding is also creating threat for life and property of tourists and people residing near the Aberdeen beach. Market offerings The Aberdeen beach will be developed keeping in mind the strengths and opportunities of the location. The beach is located in a strategic place in the city of Aberdeen, Scotland. The country is already a famous destination spot. Thus, attracting new tourists will cost less. The strength of the location is that it has connection with the major cities of the country. The weather of the location is pleasant being a sea beach makes it more favourable than other tourist destinations in and around the city. The site can utilise this opportunity by constructing open air theatres hangout places (Kozak and Kozak, 2008). The site can also develop water parts and sports activities to engage the young enthusiastic target market (Gammoh, Koh and Okoroafo, 2011). Use of technology will provide a competitive advantage to the beach (Rosson and Martin, 1985). Tourists will be provided with facilities such as hotels and car services, transport facilities and tour guides for the local attraction surrounding the area (Hakala and Vincze, 2012). The hotels will be equipped with latest technology to provide best services to the customers. Visitor’s segment A beach area is a potential attraction site for all age groups. Thus, the customer segment of Aberdeen beach will be very wide. The visitor’s segment ranges from kids of the age group 8-10 to senior citizens of the age group 70-85. The target visitor segment for the beach area as well as amusement parks will be young couples and college groups, tourists, and established professionals who are coming for holiday and pleasure. Competitor’s analysis One of the major competitors for Aberdeen Beach is the Blackpool Beach. Commonly known as Blackpool Pleasure Bleach, the place is a resort and amusement park situated in London, Lancashire. It is one of the most well-known tourist attractions in England and among top 20 renowned amusement parks in the globe. Facilities offered Facilities offered by Aberdeen and Blackpool pleasure beach can be compared in the following manner. Facilities/ Beach Blackpool Beach Aberdeen Beach Hotels The Blackpool beach has an array of hotels and restaurants, serving variety of foods and dishes. They are known to serve worldwide cuisines The major restaurants found in the Aberdeen area are mainly continental, Italian and fast food joints. Shops The beach is surrounded by exclusive showrooms and retail outlets, serving mainly gifts, toys and apparels (Blackpool Pleasure Beach, 2013b) A selection of shops mainly around the beach retail park can be found. Although groynes and blockwork are two key features in the Aberdeen Beach but organized retail shops are yet to be created in the beach. Education The management also provides facilities such as schools for toddlers No such facility has been provided by the beach authorities yet. However, Aberdeen Beach authority has recently started promoting education campaign regarding beach nourishment in order to save flora and fauna in the beach (University of Aberdeen, 2010). . Entertainment The Blackpool beach area is filled with entertainment activities such as rides, shows etc. The amusement park situated adjacent to the beach area provides entertainment facilities. Aberdeen beach offers entertainment activities like surfing, canoeing, cafes etc to tourists. Online website The online website of Blackpool beach is alluring, consisting of bold colours and graphics to grab attention There is no particular website for Aberdeen beach. However, most of the information about the beach and adjacent parks can be collected by surfing the internet. Other activities The Blackpool amusement park is also a hub of activities such as ice-skating and adventure golf (Blackpool Pleasure Beach, 2013a). Ferris wheel and Beach Boulevard are two special activities in the beach (University of Aberdeen, 2010). Events Regular events such as face painting are common in the amusement park area of Blackpool beach Major events occur only during festive seasons or new year eve. Reference List Ahmed, P.K., 1998. Culture and Climate for Innovation. European Journal of Innovation Management, 1(1), pp. 30 – 43. Blackpool Pleasure Beach. 2013a. Other activities. [online] Available at < http://www.blackpoolpleasurebeach.com/plan-your-trip/> [Accessed 15 October 2013]. Blackpool Pleasure Beach. 2013b. Eating & shopping. [online] Available at http://www.blackpoolpleasurebeach.com/eating-and-shopping/ > [Accessed 15 October 2013]. Carlsen, J. and Andersson, T.D., 2011. Strategic SWOT analysis of public, private and not-for-profit festival organisations. 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