Alton Towers –
Marketing Audit:
TOWS MATRIX
Weaknesses
W1: Clarity of the companies
target market.
W2: Increasing ticket Prices
Strengths
S1: The Companies reputation
for high quality experience &
rides.
S2: Discounted tickets.
Threats
T1: Recession & Economic
Climate.
Opportunities
O1: Current ‘Staycation’ Trend
O2: Companies expanding
business via the internet.
T2: Health & Safety
regulations may limit the
companies product
(T1 & W2)-Despite the current
recession,
Alton
Towers
continue to increase ticket
prices. The company could use
more promotional offers to
keep ticket sales up.
(O1 & W1)- Alton Towers
could take advantage of the
current ‘Staycation’ trend
within the UK, whist focusing
on increasing target market
awareness. This trend may
boost the amount of families
(T1 & W1)- The key target choosing to stay within the
market of 16-24 year olds Alton Towers Hotel Resort.
currently hold the highest
unemployment rate. Alton (O2 & W1/2)- The use of
Towers need to introduce promoting the company
further offers to ensure the online could attract the other
main target market are able to target market of 16+ year
afford ticket prices, despite olds. By making tickets
the unemployment rates.
available online, this could
also reduce the cost of
production of ticket which
may reduce the cost of ticket
prices.
(T2 & S1)- Although Alton
(O1 & S1)- Alton Towers hold a
Towers must follow many
positive reputation of their
health & safety laws, the
core product (rollercoasters).
company hold a highly
However the company can use
positive reputation regarding
their reputation to build on
the product & experience on
their other products including
offer. To increase this, the
the Alton Towers hotel resort.
company may wish to explore This will also allow the
more themed rides &
company to take advantage of
experiences to target markets the current ‘Staycation’ trend
interested.
within the UK.
(T1 & S2)- The company are
responding to the economic
climate by introducing
promotional ticket offers
including annual passes and
student discount. However
the company must continue to
explore other areas to
discount to promote to a
clearer target market.
(O2 & S1/2)- Many companies
have thrived in keeping their
businesses up to date with
technological advances. Alton
towers may use the internet
to promote tickets and offers,
as well as continue to enhance
their reputation by the
company making it easier to
purchase tickets & find
information about the
products & services on offer.