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Leisure, Business and Tourism - The 4 p's

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Introduction

Marketing is defined as the process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, etc. The marketing mix is made up of four (P's) * Product * Price * Place * Promotion If market research is done correctly, a company can produce a promotion plan, which has the right appeal for the target market. The four components are as listed... -Product- The product is the object, or service, (usually tangible) for sale, rent and likewise. Product refers to single item or unit, good or service. When talking about Alton towers, the product is usually provided to the customer in a service (e.g. cleaning facilities, rides etc...) and there are a large range of products that Alton towers offers to customers within the package. The products and services that Alton towers offer are... > Catering and foods - Alton towers has foodstuffs for sale, so that customers are full and quenched when going on rides; this will keep them happy around the park. Alton towers itself doesn't retail food, but there are foodstuffs companies that have fast-food shops within the park. This means that Alton towers doesn't need to spend extra money on staff and food to sell, while at the same time fulfilling the customers needs. ...read more.

Middle

An example of a solid business objective would be Alton Towers; they want the business to survive for as long as possible by giving them a reason to go to the park, in this instance giving them the best experience at the park and convincing them that this park is better than others. Aims are when the business is looking to expand, either nationally or internationally; but these need to be realistic (an impossible example is earning $400 billion turnover). Alton towers has a mission statement. This is a statement that is set for staff, customers, managers and anyone who looks to go to Alton towers; the reason for it is to evaluate the vision and values of different types of people. The most effective business-objective-settings follow SMART. This is... Specifics; the objectives are specific to what the business wants to achieve as a whole; so for splash landings, the objective would be to create and promote the attractions a lot so that customers stay for the longest time possible. To achieve this, they may offer some form of discount or special offers for students, families, the disabled and groups. This allows people a fun social activity at a lesser price, which encourages them to stay in the hotel. ...read more.

Conclusion

High prices put off large numbers, and this damages repeat business,, which is a huge negative point for Alton Towers. Using promotional adverts and products in local and national papers usually attracts customers, as many people use newspapers on a daily basis; this attracts people to the park day-to-day, which increases Alton Towers' popularity and profits. Other promotional adverts can come on the side of a bus, on a billboard, in a leaflet or adverts on TV are also big contributors that get around the message of Alton Towers. Where Alton towers is, and where they sell their products to customers could be the difference on how much money is earned for the business. The park needs to be placed in an accessible place, a car park suitable for many vehicles and room to expand the park (as they have done before, with ride expansions in place). If these are all taken into account, then said place would be very successful in obtaining customers and interest. Also regarding gift shops and other souvenir shops, it needs to be noticeable in the park, accessible and interesting. A good example is 'Air'. Air has an exit that leads through the souvenir shop, giving the customers a desire to buy gifts and photos from the ride. ?? ?? ?? ?? GCSE Unit 2 Marketing Coursework 2/9/2010 ...read more.

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