Project description
Please note this essay is based on course work 1 which will upload to you. However course work 1 was failed and please make improve details if course work 1 cannot help. If you have any problems please let me know. One more thing, please use the book ‘Marketing Plans: How to Prepare them, How to use them’ by McDonald, 7th edition, 2011. Thank you.

Summary

In this market plan which based on the compare between Aberdeen Beach and Blackpoll Beach, there will be some viable mission statement and Corporate objectives. For the market audit, it is split into Micro and Macro environment to discuss. It also use the SWTO analysis to analyze the Aberdeen Beach market, finally in the conclusion there will be the results.

Contents

1 Mission statement

1.1. Expanding the amusement park in Aberdeen.

1.2. Constructing a high-level bazaar near the Aberdeen Beach.

1.3Great a temporary mid-size ski Field in winter near Aberdeen Beach.

Market audit

3.1 Internal market audit

3.2 External marketing audit

3.2.1 Macro environment

3.2.2 Micro environment

The SWOT analysis

5.1 The strengths

5.2 The Weaknesses

5.3 Opportunities

5.4 Threats

Corporate objectives

“The corporate objectives describes a desired destination or results. Most often this is expressed in terms of profits”(Malcilm McDonald and Ian Dunbar, Market Segmentation 2004,P. 383-386)

2.1 For the tax and other revenue.

If these mission can be process, after it finished the growth rate of tourists will be 10% in conservative estimate every year. The tickets of amusement park can be pricing.(Bhargava, H.K., and V. Choudhary. 2001. ) Only for the summer the profits of tickets are considerable. Because of the growth rate of tourists the revenue can be increased to 15% each year. Now near the Aberdeen Beach the car parking is free, when all these mission set up, the charge of parking and also can be increased 15% to 30% every year.

2.2 Employment rate

The employment rate can be increased 17%. Because during expanding the amusement park and building a high-level bazaar, it will demand more employees to keep it working well.

2.3Marginal income

With the growth rate of tourists, there will be much more opportunities for there business man. Such as there will be more restaurants and hotels in Aberdeen. The marginal income also can be increased to 20% to 30%.

Summarize

In the prior period, the capital investment will be colossal, but from the long-term, the return is also sizable. From a long-term perspective, the profit growth can be reach a invariable balance points, but before that, the interests of the return can be enough for the cost of investment.

Although

Market Overview

4.1 Aberdeen Beach

The Aberdeen Beach should offer the customers a better recreational facilities and shopping center. For the recreational facilities, we can expand the amusement park to surpass the Blackpool Beach. When we surpass the Blackpool our customers groups will around the UK not only in north Scotland. For the recreational facilities, we can build a big thunder ranch which we do not have yet. And also we need a Meadham Kirchhof such as Disney due to attract the customers. In the winter, the weather in Aberdeen is colder than Blackpool, we can use the cold weather to build a mid-size ski field for young person. For the ski field near the beach, there are many sites can be used. For the customers they can rent the skiing equipments in Aberdeen Beach. In this way it is much easier to attract the customers which do not want to spend money on skiing equipments. To make the Aberdeen Beach become a shopping center, we need to build marketplace. This building can be the representative construction of modern Aberdeen. For this shopping center, the luxury brand should be brought in. Many customers who lived in north of Scotland will be appeal to Aberdeen because of the shopping center. But for the construction, it will cost a lot of capital and time, at least it will take 2 years to be finished. But when the shopping center is set up, there will be a long-term revenue for Aberdeen(Cohen, Randolph, Paul Gompers, and Tuomo Vuolteenaho, 2002).

4.2 Blackpool Beach

In the Blackpool Beach area, the most important thing is the amusement park. The most attractive facilities is the thunder ranch. Another is the water sports near the beach. The main customer group is the local and the young person which seek the thunder ranch. Along the beach, there many restaurants to offer many choices for the customer. In this way, the Blackpool Beach area become the second city center. The most famous North Pier Blackpool is in the beach area. It also attracts many visitors. The North Pier Blackpool is the symbol building of the city.

4.3 Competitor analysis and visitor segments

From the market overview, we can find that the Aberdeen Beach is not the same level with Blackpool Beach. Because Aberdeen lacks a modern amusement park and the flag building in the beach area. The Blackpool is a tourist city and Aberdeen is a port city. It is dependent on the tourist trade. Aberdeen is the oil capital of Europe, it is dependent on the trade. This is the biggest difference. Aberdeen is a thriving city by comparison with Blackpool. If we keep focus on these missions, no more than 2 year Aberdeen amusement park can be better than Blackpool because of the abundant capital.(Moorthy, K. S. 1984) For the visiters segments, at beginning the visitor of Aberdeen are around the city or which cities are near by. The Blackpool”s visitors are around the UK because of its famous beach area. The competition of Blackpool is much drastic than Aberdeen because the Regional market segmentation. At the same time, Blackpool need to compete with other tourist city which also with a nice beach area. But for Aberdeen there few competer around at beginning.

Conclusion

To sum up, with the compare between Aberdeen Beach and Blackpool Beach, if the Aberdeen want to surpass the Blackpool, it should develop the tourist industry. The specific and feasible way are expanding the amusement park, building a temporary ski field in winter and create a uscale department store for the luxury to stimulating consumption. In this way it can increase the revenue due to keep urban sustainable development.

References:

Bhargava, H.K., and V. Choudhary. (2001). Information Goods and Vertical Differentiation. Journal of Management Information Systems, Fall (2001), Vol. 18(2), pp. 89-106.

 

Cohen, Randolph, Paul Gompers, and Tuomo Vuolteenaho, (2002), Who underreacts to cash-flow news? Evidence from trading between individuals and institutions, Journal of Financial Economics 66, 409-462.

 

GORDON, J.R. and GORDON, S.R., (2004). Information systems: A management approach. 3rd ed. Wiley.

 

Gregory G., & Taylor.(2005) Strategic Management. 2.ed. New York: McGraw-hill Irwin

 

John Westwood,(2006) How write a marketing plan. P. 27- 35.)

 

Malcilm McDonald and Ian Dunbar,(2004) Market Segmentation ,P. 383-386

 

Malcolm McDonald and Hugh Vilson.(2011) Marketing Plans. , P 41-43

 

Moorthy, K. S. (1984). Market Segmentation, Self-Selection, and Product Line Design. Marketing Science, 3(4), 288-307.

 

Nicole Lorat,(2005) Market Audit and Analysis. P.1-10

 

Nicole Lorat,(2005 ) Market Audit and Analysis. P. 20-36