Thorpe Park Marketing Mix

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Contents Page

  • Introduction
  • Market research
  • Questionnaire
  • Results
  • Market research analyse
  • Marketing Mix
  • Product
  • Price
  • Promotion
  • Place
  • Recommendation
  • Conclusion and issues for the future

Introduction

During this project I am aiming to produce a marketing strategy to increase the number of visitors to Thorpe Park. Thorpe Park provides a fun packed day for the whole family with a wide range of rides from fast to slow, big to small. Not only do they have thrilling and breathe taking rides but also a wide variety of food restaurants and snack bars ready to cater for all your needs.

In order to produce an effective marketing strategy I will use market research. This will help me find out various information such as what type of rides people want, why people visit Thorpe Park and what would persuade them to attend the park more often? I will also research the local competition in order to make Thorpe Park the most appealing to potential customers. I will do this using benchmarking as it will show what Thorpe Park are doing wrong but also what they are doing right. This will allow them to improve their products and customer services.

During my market research I could use both primary and secondary research as they would enable me to gather information through things such as the internet, questionnaires and newspaper articles. Different types of market research are essential if I’m to gather an extensive range of results and information to improve Thorpe Park.

In order to analyse and gain full advantage from the information I collect I will use ICT to produce tables, graphs and pie charts. ICT will also make it easier to calculate figures and create percentages in order to build a visual aid to compare and contrast my results. Colours can also be used to show differences and make each section stand out.

To produce a successful marketing strategy, to increase the number of visitors to Thorpe Park, I’m going to split it into sections. These will consist of:

  • Market Research
  • Producing a questionnaire
  • Collecting my results
  • Analysing my results
  • Producing a marketing mix
  • Recommendations
  • Conclusion
  • Issues for the future

Every section is relevant for producing my marketing strategy as each provides valuable information. Each section extends on from the one before it which will eventually conclude in an effective and successful marketing strategy.

Market Research

It is important to carry out market research before completing a marketing strategy as businesses need to know what their customers want, how they can improve their product and how they can best promote their product. This will mean their product is Market Orientated- asking people what they want and then designing it. This is better than being product orientated as you do not have to risk your market not demanding your product.

During my Market Research, I am going to collect primary data through the use of questionnaires. I could collect other first hand information from surveys and interviews but I believe a questionnaire will be more informative. Using a questionnaire will enable me to ask precise questions specifically about the different sections of the marketing mix, such as, “What is your opinion on the rides at Thorpe Park?” This will allow me to find out how I can get more people interested in Thorpe Park. I may also use Secondary research as this would be quicker and cost effective. In addition to that I could use benchmarking which would compare Thorpe Park’s qualities with another attraction like ‘Chessington World of Adventures’ and see how the park could improve. However secondary research may not be up to date or might not have the right information for my Marketing Research.

During my questionnaire I’m going to use both open and closed questions as this will give me a range of both qualitative and quantitative answers. They will be given out randomly instead of quota as this will permit me to target a wider range of age groups instead of one particular market segment.

By using Market Research it gives me valuable information that I could use for my marketing strategy. I will be familiar with what customers want from a day at Thorpe Park, how I can increase the number of people visiting the park and what would improve Thorpe Park.

Thorpe Park Questionnaire

What area do you live in?

How do you travel to Thorpe Park?

How many times do you visit Thorpe Park each year?

Do you think Thorpe Park prices are reasonable?

What type of price pacts do you use?

Should the biggest rides be in the same section of the Park?

Which section of the Park appeals to you the most?

Do you prefer fast or slow rides?

Should smaller rides be at the front of the Park?

Should there be more gift shops around the park?

Do you Prefer Thorpe Park introducing new rides or would you prefer to keep Thorpe Park how it is?

Should there be more rides for smaller children?

What form of advertisement appeals to you the most?

How did you first hear about Thorpe Park?

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What is your opinion on the rides at Thorpe Park?

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How do you think Thorpe Park appeals to all age groups?

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What can Thorpe Park do to keep the park clean and sanitary for customers?

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What makes your day at Thorpe Park fun and enjoyable?

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Market Research Analysis

From this pie chart I can see that the people who go to Thorpe Park come from a range of different areas. The main places were:

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  • Sutton
  • Chessington

This means overall I will find out mainly their views and opinions on Thorpe Park more than other areas such as Kingston and Croydon.

This chart shows that people, who are visiting Thorpe Park, largely travel there by car compared to other transport like Buses and Bikes. I could therefore target motorists through billboards on busy roads in order to advertise Thorpe Park. My results also show I may have target a specific age group instead of a larger variation.

 

This graph shows most people only visit ...

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