This module is assessed through the submission of a written marketing report aimed at addressing key marketing challenges relating to Alton Towers – the UK’s leading theme park.
The specific requirements of the report will be linked to topics covered in this module.

Case Study - Alton Towers
Introduction
Alton Towers is a theme park based in Alton, Staffordshire in England, it is owned by Merlin Entertainments Group (MEG). It opened as a fun-fair in the early 1960’s, and really took off as a theme part in 1980 with the arrival of The Corkscrew ride. Alton Towers is a large multi-d destination venue, with on-site themed accommodation. It includes more than 50 rides, including 9 roller coasters and 4 water rides, which attracts nearly 3 million visitors every year. MEG’s passion is putting smiles (or screams) on people’s faces and giving their customers memorable experiences. 7,476 reviews have been added to TripAdvisor about Alton Towers, with an overall rating of 4 out of 5 stars. The Alton Towers Resort has won a number of national and international awards.
The current challenge
Despite an indication of increased amounts of leisure time and disposable income, Merlin Entertainments is feeling the effects of declining visitor numbers after an incident in June 2015 on a ride at the theme park. A collision, involving two carriages on The Smiler ride, left four people seriously injured. The incident on the park’s flagship rollercoaster ride is reported to have cost Merlin Entertainment up to £47million. Trading “has remained significantly below the prior year” with people staying away in the months following the accident. Analysts have estimated a 12 per cent decline in trading during 2015 in the theme parks business.
Targeting and positioning
Alton Towers is classed as a national brand with high brand and customer awareness. It is positioned to appeal to families and thrill seekers across various target demographics.
The Marketing Mix
Product:
The product is the UK’s most famous theme park on site, two fantastically themed hotels, a major conference centre, luxurious spa, tropical waterpark and themed golf course. Within the resort itself, visitors can purchase all day dining packages to enhance their visit or book birthday parties The park hosts special events throughout the year, such as concert nights, a Scarefest event for Halloween, and an end-of-season fireworks display.
There is a need for new rides and shows on a regular basis, particularly for the teen segment, and a significant amount every year is invested in capital expenditure.
Pricing:
Alton Towers offer a range of pricing options which include a best price promise, book in advance to save up to 40%, a parent & toddler price, a price for the over 60’s, groups of 10+ prices, and the option to receive a 2nd day at the Theme Park FREE when staying at the resort.
The Merlin Annual Pass allows customers to visit all attractions within a particular country for an upfront fee.
There are also a range of fast track options to purchase, which enable premier admission to the rides – this ranges from £5 to queue jump on one ride to a platinum package which costs £95 on top of the ticket price.
Place:
The Alton Towers Resort is situated in 500 acres of Staffordshire countryside, approximately 50 miles north of Birmingham and 50 miles south of Manchester. Its nearest train stations are located 15 miles away in Stoke on Trent and Stafford, and the resort is easily accessible by road.
Promotion:
The communications mix for Alton Towers includes TV, radio, digital and press to maximise awareness and entice people to visit. Alton Towers focuses on executing national retail promotions at a group level, comprising promotional discounts or national marketing campaigns in conjunction with partners (Tesco, News International, Kellogg’s and The Sun newspaper). Alton Towers uses social media channels to promote offers and events.
Extended marketing mix
People:
The Alton Towers Resort employs around 2,000 employees, many of whom are local (within a 20 mile radius). Employee transport is available for employees living in the surrounding towns and villages.
Alton Towers recruits staff that can give every guest an experience that’s anything but ordinary. Staff are trained thoroughly, rewarded well and encouraged to build a long-term career with the organisation.
Processes:
Alton Towers takes advantage of many automated processes to simplify the customer journey, and encourage purchase. This includes e-tickets and the mobile app which enables push notifications based on a visitor’s location, hello and goodbye messages and up-sell offers, along with QR codes throughout the resort. Alton Towers also continually measures customer satisfaction via the use of on-site, real time electronic survey kiosks and an extensive externally operated Mystery Visit programme.
The website is intuitive, with a mobile first design and direct-to-mobile ticketing provision. It is a key marketing communication tool, using the brand identity to highlight all the resort’s product and events offerings.
Physical Evidence:
Alton Towers’ slogan is ‘Where the fun never ends’ and Escape to Alton Towers Resort’. These messages are used across promotions, merchandise and the resort itself. The Alton Towers logo is fun and modern.
End of Case study

Questions
This assignment is based on the Alton Towers case study (above).
As a Marketing Executive for Alton Towers, you have been asked to write a marketing report that will determine the company's approach to its UK marketing for the next twelve months. As part of developing your plan, you have been asked to specifically address the following areas:
1) An analysis of the internal and external environments of Alton Towers (using SWOT or PESTLE AND Porters Five Forces. Your answer should be based on a wide range of secondary information sources)
2) Analyse how Alton Towers are positioned in relation to two or more direct or indirect competitors. (6 marks – indicative word count of 200 words)
3) Apply the output from Tasks 1 and 2 to the Ansoff matrix to select an appropriate strategy for Alton Towers. Using the selected quadrant from the Ansoff matrix, then set suitable, and justified, marketing objectives which will enable Alton Towers to continue their growth in the UK – objectives should be SMART and relevant to the case study
4) Evaluate Alton Towers’ current marketing mix (4 P’s) and recommend how this could be improved over the next twelve months to achieve the marketing objectives
5) Critically evaluate the role of one of the elements from Alton Towers Extended Marketing Mix
People, Processes OR Physical Evidence) in delivering superior value to customers and make suitable recommendations for improving this element.
6) Suitable presentation and written style
7) Quality of the research gathered. You will be marked on the quality, volume, depth and detail of the information gathered and research carried out over and above the information presented in the case study. Therefore, it is essential that you carry out research into the sector, customer habits and expectations. It is unlikely that you will score a high mark in this module, without carrying out research of this nature.

This module is assessed through the submission of a written marketi...