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Drayton Manor - its competitors, and success.

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Introduction

Competitors Analysis Drayton Manor considers itself to have many competitors. Some of its direct competitors include: * Alton Towers * American World of Adventure * West Midlands Safari Park * Chessington World of Adventure This is mainly due to the convenience of the motorway network However, there are other competitors, which include; * Sea Life Centre * Cadbury World * Pubs and restaurants * Cable/Sky Television I consider Drayton Manors main competitor to be Alton Towers. Alton Towers Alton Towers became a theme park in 1980 and in 1990 it became part of the Tussauds Group. Alton Towers is a public limited company. This means that Alton Towers sell shares to the general public. There are advantages to this as this enables them to raise a large capital, which will be invested back into the park. This is the main reason why Drayton Manor finds it hard to compete with Alton Towers, - because Drayton cannot raise as much capital because it is a private limited company and only shares within the family. ...read more.

Middle

Drayton Manor advertises locally, so therefore only expect people who live locally to visit the park. This is good because people in the surrounding areas won't feel as if they have to travel very far and might be more willingly to go to Drayton Manor rather than Alton Towers because its closer. Alton Towers is accessible by car, rail and bus. Alton Towers does a special deal with Virgin trains and Travel West Midlands in which you can save money by buying a ticket for the bus/train and entry to the park and the bus takes you right to the gate. Travel West Midlands also does this with Drayton Manor. Alton Towers is closed to the motorway and a number of junctions. Drayton Manor is also close to the motorways. Therefore, in this aspect, both are easily accessible. Alton Towers targets a wider audience than Drayton Manor, it targets the whole of the UK, whereas Drayton Manor only targets a local audience within a 50 mile radius. So in conclusion, Drayton Manor would be easy to get to just because the target area is smaller and Drayton Manor ...read more.

Conclusion

Price Alton Towers Main Prices Individual Off - Peak Standard Adult 12+ �21 �26 Child 4-11 �18 �21 Adult 12+ (2 day) �32 �36 Child 4-11 (2 day) �29 �31 OAP �14.50 �16 Disabled �10.50 �13 Disabled Helpers �10.50 �10.50 Family - 2 adults and 2 children �70 �78 Family 1 adult and 3 children �70 �78 Compared to Drayton Manor's prices, Alton Towers' prices are quite expensive. I believe that Alton Towers charges more for their tickets because they have higher running cost because they have more rides. Consumers may chose to go Drayton Manor because it is a lot cheaper. Alton Towers uses premium pricing which may lead consumers to believe that Alton Towers has higher quality products and services. This may make more customers want to go to Alton Towers. Conclusion In conclusion, Alton Towers is more successful in the marketing mix than Drayton Manor. This is because they can raise more capital through shares so it is able to spend more on the products and advertising and Drayton Manor because of their limited finance due to the fact their a private limited company and can only sell shares to family members. ...read more.

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