Table of Contents
P1 Describe how marketing techniques are used to market products in two organizations.
Overview of Wellacre.
Wellacre’s marketing techniques.
Overview of Alton Tower
Alton Tower’s marketing strategies.
P2 Describe the limitations and constraints of marketing.
P3-Describe how a selected organization uses marketing research to contribute to the development of its marketing plans.
The Purpose of Market Research.
How the research is used in decision making for Alton Tower
The SMART objectives of Alton Tower
The PESTLE analysis of the Alton Tower to achieve goals:
P4 Use marketing research for marketing planning.
P5 Explain how and why groups of customers are targeted for selected products.
Customer Market Segmentation.
P6 Develop a coherent marketing mix for a new product or service.
Marketing mix proposal for Alton Towers.
Marketing is the process of meeting the necessities and wants of customers. Most of the businesses today are having rivalry towards generating the most profits as there are a lot of competitors in the marketplace. Marketing techniques are one of the ways that a business would do to increase its productivity and sales. Two different organizations are selected here to describe how marketing techniques are sued to market products. These two organizations are Wellacre and Alton Towers. Alton Tower is an amusing park company in the United Kingdom, whereas Wellacre is a secondary school academy.
P1 Describe how marketing techniques are used to market products in two organizations
Overview of Wellacre
Wellacre Academy is a secondary school academy in the UK. It has been running since 1955. In common with other schools, Wellacre has altered considerably since its opening date. In 1966, a hall block was erected giving amongst other things, an elevated assembly hall with a stage. A rebuilding program was completed in September 1980 to provide the modern facilities needed for a sound secondary education. Since 1995 a rolling program of the building of new classrooms and refurbishing older ones have continued. Wellacre Academy stands on grounds that contain eleven hectares of playing fields including an all-weather cricket pitch. A full-sized artificial pitch with floodlighting was completed in 2005.
It possesses two modern gymnasia each with a separate suite of showers and changing rooms. Its multi-gym has a wide range of modern equipment installed. The school has seven science laboratories, many dedicated computer suites, a food technology room, a design technology workshop, a drama studio, a textiles room, a large library, a purpose-built darkroom and many other specialist rooms for subjects including Music and Art. Three new rooms were built for the humanities department in 2004.
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Wellacre’s marketing techniques
Branding: Branding is the process that is included in making a unique name and image for the products in the customers’ minds. Wellacre uses branding to meet the needs of its target customers (Kotler et al., 2014). For example, customers can easily recognize what a Wellacre looks like because the logo of the Wellacre can be seen. Thus, branding is a useful asset to meet its marketing objectives such as market penetration and raising the customers’ awareness.
Brand Extension: Brand extension is a technique of launching a new product by using an existing brand name on a new product in a different category (Kotler et al., 2014). Wallace used to sell different programs but they expanded their businesses by taking the risk of producing new programs. This made Wellacre expand more of their business products and services because the brand extension has helped them in meeting their marketing objectives.
Relationship Marketing: Relationship marketing is the marketing activity that is targeted at developing and handling long-term relationships with a huge proportion of customers (Kotler et al., 2014). Wellacre uses relationship marketing to build long-term relationships with customers. For example, Wellacre arranges several events inviting local community people and parents. This makes a Wellacre relationship towards success because they value their customers.
Overview of Alton Tower
Alton Towers is a theme park, water park, and hotel complex in the UK. Alton Tower started its journey in 1980 with flow shows and garden tours. Alton Towers Hotel opened in 1996, it was the first onsite accommodation to be built at the resort. It was followed in 2003 by the Caribbean-themed Splash Landings Hotel with an adjoining water park. A development of woodland lodges was completed in 2015, as the Enchanted Village. The resort also includes conference facilities, crazy golf and high ropes course. On most days, the theme park operates between 10 am and 5 pm, however operating hours can change based on expected attendance. The park hosts special events throughout the year.
Alton Tower’s marketing strategies
Alton Tower is a successful business for many years because of the marketing strategies that they did to keep up with the demand of their customers. Thus, it has been able to retain the trust of its customers. One of the marketing strategies of Alton Tower is the growth strategies and it is divided into four different categories.
Growth Strategies: According to Kotler et al. (2014), the growth strategy is the strategy that most businesses use to expand their customers’ markets for the products of the company which was developed by Ansoff in 1941. Ansoff’s growth matrix helps most businesses to plan their products for their market growth strategy…
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