Drayton Manor - its competitors, and success.

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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.

Promotion

Alton Towers has a high marketing budget of £5 million. This is more than twice the amount Drayton Manor spends on marketing. Alton Towers can afford to spend so much on marketing because it is a public limited company and raises capital through shares. Alton Towers advertises in a range of ways including television. Alton Towers advertises nationally whereas Drayton Manor advertises locally. Alton Tower chooses to advertise nationally and in a variety of ways (including Radio, Television, Internet etc) because its target audience is much greater than that of Drayton Manor (Drayton Manors targets people who live within a 50 mile radius). The result of Alton Towers doing this, is that their sales revenue will be much greater than Drayton Manor’s.  

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They also run special promotion especially during the off peak season.

Place

Alton Towers is situated in Staffordshire in 500 acres of land. Drayton Manor is situated in 250 acres of parkland. Alton Towers is twice the size of Drayton Manor and therefore has more space to have more rides and attractions. On the Alton Towers website, they have displayed a table showing the distances from main cities to Alton Towers.

As the above table shows Alton Towers is not very close to any of the main cities, the closest being Birmingham at 46 miles. ...

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