MARKETING PLAN REPORT Essay Example | Topics and Well Written Essays - 1000 words

MARKETING PLAN REPORT - Essay Example †¢ Accounts for a distributed market, for instance families, businesses etc. †¢ Center Parcs employs a wide range of promotions †¢ The organization treats its staff as the most important asset and recognizes them by promoting training and other initiatives that enhance their development (World Bank, 2006). Weaknesses †¢ The organization can only accommodate well-off customers †¢ There is a long lead time for future projects and/or developments †¢ The organization’s activities involve extensive use of natural landscape. †¢ Overreliance on weather despite the fact that the domes can provide heated water for swimming; but not for all the guests in the villages. Threats †¢ Complete focus on business customers may deter families †¢ Continued development is a threat to the environment †¢ Customers’ dependence on economic issues, for instance, the exchange rate etc †¢ Competitive prices from foreign holidays †¢ Existence of competitors such as Butlins. Opportunities †¢ Accommodating business customers †¢ Leasing out of all the facilities of the park †¢ Maximization of marketing opportunities via the use of the customers’ database (ITU 2007) †¢ Plenty of land for further development of more villages Being an organization in a market or rather field that has high demand, Center Parcs has found itself competing with other organizations that offer similar products and services. The main holiday service providers competing with Centre Parcs UK are Pontins, Butlins and Haven (Center Parcs 2012). ... customers Leasing out of all the facilities of the park Maximization of marketing opportunities via the use of the customers’ database (ITU 2007) Plenty of land for further development of more villages Threats Complete focus on business customers may deter families Continued development is a threat to the environment Customers’ dependence on economic issues, for instance, the exchange rate etc Competitive prices from foreign holidays Existence of competitors such as Butlins. Competitor Analysis Being an organization in a market or rather field that has high demand, Center Parcs has found itself competing with other organizations that offer similar products and services. The main holiday service providers competing with Centre Parcs UK are Pontins, Butlins and Haven (Center Parcs 2012). Based on the target market which primarily consists of families with young children as well as empty nesters (parents with grown children who have left home), these organizations pose a c ompetitive threat to Center Parcs. Most customers who visit live within a three-hour drive from the villages with a 60% repeat. A 60% chance of customers returning to the Center Parcs means that out of 10 at least 6 return (Center Parcs 2012). Butlins and Pontins offer stiff competition in this area since they offer similar services to those of Center Parcs’ but at a different level (World Information 2006). The Competitive Advantage The Boston Consulting Group (BCG) Matrix Product-market growth v. Market share High Low High Star – Center Parcs should maintain its marketing investments so as to keep realizing the prevailing profits. Problem child – this situation requires the organization to increase its marketing support in order to increase the market share. Low Cash cow – this situation