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                              Executive Summary This report evaluates the marketing approach of the Chessington world of adventures resort based on the tourism marketing frameworks available to evaluate its internal strength and the external competitive forces. The primary purpose is to comment on the efficiency of the organisation in its reaction to the needs of the customers and the maintaining of the competitive edge in the theme park and resort market in the UK. It shall employ Segmentation, Targeting and Positioning (STP) so as to take into consideration the manner in which the company targets the customers and Porters Five Forces in order to analyse the level of competitiveness in the industry. Findings indicate that Chessington possesses an excellent family-related brand, differentiated targeting policy, and positioning as a Merlin Entertainments portfolio. However, it has challenges of rigid competiti...
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  Executive Summary The current blog report is a marketing analysis of LEGOLAND Windsor Resort where the key principles of tourism marketing are employed to evaluate the marketing environment in the venue both internal and external. The report aims to test the performance of the organisation regarding customer need satisfaction and their ability to stay competitive in the UK theme park business. The analysis will be done in the light of the available marketing models, including Segmentation, Targeting and Positioning (STP) and the Five Forces framework by Porter. This internal analysis shows that LEGO land windsor resort has a major target of families that have children within the age bracket of 3-12 using the clear differentiated targeting strategy. Segmentation in terms of geographic, demographic, psychographic and behavioural factors has helped the resort to meet the expectations of the customers in terms of safe, creative and educational leisure activities. Its status as an...
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