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Principles of Marketing - Essay Example

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Alton Towers is among the leading tourist attractions in the United Kingdom drawing millions of visitors from different parts of the world yearly as explained by Rowbotham et al. (2007). It is home to the best roller coasters in the UK including Oblivion, Corkscrew and Rita and…
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Download file to see previous pages The formulation of a long term marketing plan ensures that the resort remains a popular tourist destination and highly competitive.
In 2007, Alton Towers joined Merlin Entertainment Group which is the second largest and the most dynamic tourist attraction (Fyall et al., 2008). Merlin manages tourist attractions, hotels and holiday villages in different parts of the world. The growth strategy involves the continuous investment in all the attractions to improve quality of the customer service and experience. The company also aims to develop the theme parks into short break resort destinations with the inclusion of accommodation options and more quality entertainment along the Alton Tower model. Alton Towers is the ninth most visited theme park in Europe and the most popular park in the UK. The park attracts approximately 2.7 million visitors annually (Alton Towers, 2010). The resort has developed a 10 year plan to remain a favorite tourist destination and to ensure its competitiveness. Upon finalization, the plan should be handed over to the Council to notify them about the review process for the production of a new (SPD) Supplementary Planning Document for Alton Towers.
Alton Towers should consider its environment before choosing the marketing principles to apply. The internal environment is composed of the staff, office technology and the departments in the organizations. The micro environment is composed of the customers, distributors and suppliers while the macro environments is composed of the Political (Legal) forces, Economic, Socio-cultural and Technological forces which are popularly referred to as PEST (Hooley et al., 2004). These factors play an essential role in the creation of a marketing strategy. The success of an organization goes beyond the PEST analysis since it should consider the strengths, weaknesses, opportunities and threats which are referred to as the SWOT analysis.
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