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 high expectation. In this regard, theme parks need to implement successful marketing aimed at a clear definition of their target markets and distinguishing their services between competing attractions (Fyall et al., 2022). Thrill-oriented parks depend on excitement, emotional appeal and brand name unlike the family-centric theme parks which emphasize on educational or child-done experiences.

This blog  aims at analyzing the marketing strategy of Pleasure Beach Resort, Blackpool, by evaluating its internal and external environments. The report uses the Segmentation, Targeting and Positioning (STP) model to evaluate how the resort identifies its core markets, serves the core markets and Porters Five Forces model to analyse the competitive environment in which the resort has been operating.

The report will take the following structure. Chapter Two is an overview of Pleasure Beach Resort and how it fits in the UK tourism industry. Chapter Three shows an internal analysis with the help of STP. Chapter four assesses the external competitive pressure based on the five forces of Porter. Chapter Five ends with the discussion of the future development opportunities and the strategic recommendations.

Pleasure Beach Resort refers to an established amusement park that is situated in Blackpool, which is one of the most well-known seaside resorts in the UK. The resort was established in the end of the nineteenth century and has grown into a healthy brand identity linked to the thrill rides, roller coasters and entertainment experiences that are more oriented to teenagers and young adults (Pleasure Beach Resort, 2024).

Pleasure Beach Resort is independently owned as opposed to several UK theme parks who are based on large corporate groups. It has this independence making it more flexible in decision-making but restricting access to the economies of scale experienced by multinational companies like Merlin Entertainments. The resort is an important part of the local economy of Blackpool as a source of domestic tourists, as well as in terms of employment and further contribution to seasonal tourist demand in the town (Visit Blackpool, 2023).

Pleasure Beach Resort is competing with other major attractions in UK like Alton Towers, Thorpe Park and Flamingo Land that also offer alternative thrill-based leisure experiences in the country. Its location by the sea and heritage distinguish it with the purpose-built resort parks, which provides both an opportunity and a constraint to the marketing strategy.