BLACKPOOL PLEASURE BEACH

Blackpool Pleasure Beach

[Name of Student]

Abstract

The aim of this report is to provide the comprehensive and significant findings of Blackpool. The paper aims to investigate the marketing strategies and techniques of Blackpool. The paper provides SWOT analysis of Blackpool. It has seen noticed that there is an increased trend in theme parks and Blackpool has gained appreciation from tourists for decades. The paper emphasizes to work with Blackpool Pleasure Beach for operating a theme park in UK. After doing some research on UK local culture and environment it really helps us to know more about this beach which is the place that decided to operate business.

Table of Contents

Introduction1

Blackpool SWOT Analysis2

Blackpool Economic Trend3

Blackpool Market Position4

Family entertainment4

Cost4

Location5

Target Market5

Cultural Analysis6

Corporate-Level Strategy & Corporate Leadership6

Promotional Activity7

4D Cinema7

Giant Aquarium8

Simulator8

Mad House9

Dark Ride9

Stages of marketing strategic planning for Blackpool Pleasure Beach9

Situational Analysis10

Planning for the purposes of the enterprise10

Development of alternative strategies10

Selection and evaluation strategies11

Development of marketing programs12

Tourist motivation13

Eco-tourism14

Adventure tourism14

Marketing Strategy14

Recommendations15

Conclusion17Blackpool Pleasure Beach

Introduction

Blackpool is England's largest and most popular seaside resort with about 10 million visitors yearly and the nearest cities are Liverpool and Manchester. Located in the North West of England, Blackpool covers 35 km2 of land, with 11.2 km of sea front. Blackpool began to develop as tourist destination in the middle of the 18th century (Blackpool strategic partnership, 2008). The park was created in 1896 by Alderman William George Bean founded with the goal of "an amusement park in the American style, whose fundamental principle is that adults feel like children again". He has around 7 million visitors per year, one of the most visited theme parks in Europe. The 1994 completed rollercoaster Pepsi Max Big One was, until the opening of Silver Star in 2002 with about 65m the highest roller coaster in Europe. Instead of the usual in most theme parks admission system is paid separately in Blackpool but no entrance fee for each attraction. It is, however, offered a so-called wristband, which allows you to use all attractions unlimited. In addition to classic theme park attractions such as carousels, roller coasters and dark rides are also offered in the Pleasure Beach in the evening-quality shows. Special tradition is the figure skating shows Hot Ice.

The seaside town of Blackpool on the Irish Sea is considered one of the main origins of modern mass tourism. While still in the 18th Century, the English upper classes of the town perceive seaside as a resort for relaxation and recreation, and then Blackpool came in the 19th century.

Blackpool SWOT Analysis

Strength

UK Theme Park at coastal area

Wide Area

Varieties of attractions

Weakness

Low progress and Development

No innovation

Opportunity

Increased trend of theme park

Increasing number of tourists

Threats

New innovative theme parks

Economic recession

Injury suicide cases

During the last three decades, the resorts of have experienced a failure in the process of successful evolution regarding progress and development. The place has become cheaper, expedient, and tacky and seems to be losing contact with the highly sensitive consumer segment which is able to equal and align the worth of money with the superior quality services, ...