The marketing strategy of Pleasure Beach Resort
The marketing strategy of Pleasure Beach Resort, Blackpool is critically assessed in this blog through the analysis of its internal and external environment. The internal analysis uses the Segmentation, Targeting and Positioning (STP) model in determining how the resort differentiates and markets itself to its key visitor markets. The Porters Five Forces analysis is applied in the external analysis to study the pressure of competition in the UK theme park and leisure attraction industry. The results suggest that Pleasure Beach Resort has a good brand heritage and definite thrill-based positioning, however, it is experiencing challenges associated with intense rivalry, seasonality and shifting consumer preferences. The report indicates a conclusion, which suggests recommendations to improve competitiveness and help in sustainable development. Introduction The leisure and tourism sector in the UK is highly competitive with changing demands by consumers, seasonality and ...