Introduction
Alton Towers Resort is a theme park that also serves as a water park and hotel facility. The facility, which is under the operation of Merlin Entertainments, is located in Staffordshire, United Kingdom. The theme park has been operational since the early 1960s but the hotel section of the park was not launched until 1996 when a themed Alton Hotel was started. In 2003, however, a second themed hotel named Splash landings with an adjacent water park was launched. The new hotel was given a Caribbean theme. In 2015, the park experienced an accident that led to injuries of four people and this has led to decline in the number of visitors. This marketing report will focus on how Merlin Entertainment Group can promote the resort over the next 12 months.
Internal and External Analysis
a) SWOT Analysis
Strengths
i. Strategic Location: The Alton Towers Resort is located in an easily accessible 500 acre land in Staffordshire countryside. The land can be accessed by both road and train; the nearest train station being only 15 miles away in Stoke.
ii. Good brand awareness: Given the long history that dates back to the 1960s, the Park boasts of a brand image that has attracted customers to its facilities for many years. The introduction of theme parks in the 1980s have continuously made the park to be the preferred destination for those seeking roller coaster and themed hotel accommodations.
iii. Diverse workforce: Alton Park Towers employs a diverse workforce that are drawn from various cultural communities. This makes it possible for the park facilities to attract customers from various cultural backgrounds.
iv. Diverse services: Alton Park has a number of facilities which include two themed hotels, conference center, a spa, a water park and an excellent golf course. This diversity has and will continue attracting even more customers into the park.
v. Competitive prices: Alton ark is known to offer competitive price packages which include discounts and promotions. Customers seeking to save while at the same time getting good services are likely to come to the park.
Weaknesses
i. Poor quality control: It is believed that the accidents that occurred in 2015 was mainly as a result of human error. This lack of quality control has since led to a sharp decline in the number of customers visiting the park.
ii. Inadequate marketing: marketing strategy is a key component of any business organization. At Alton Towers, there is need for more investment on the marketing strategies, especially now that the park is faced with challenges following the 2015 accident. The marketing team should focus on convincing the customers that the park is safe and that such accidents will not occur again.
iii. High level of seasonality
Opportunities
Growing frequency of visit/huge customer base: On average, the park receives

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