A Marketing Analysis of Pleasure Beach Resort, Blackpool

This blog  is a marketing analysis of the Pleasure Beach Resort, Blackpool, where the theories of tourism marketing are used to establish the internal and external business environment. The report will evaluate the effectiveness of the placement and marketing of the tourism product of the resort in the competitive UK leisure sector.

Internal analysis with segmentation, targeting, and positioning (STP) reveals that the resort employs the differentiated targeting to appeal to the families, young adults and group visitors using a balanced combination of entertainment and high adrenaline attractions. The external analysis utilizes the Porters Five Forces model and recognizes a very strong competitive rivalry, strong buyer power and a high threat of substitutes as the primary issues confronting the organization.

On the basis of these findings, the report suggests that it should continue to revive its products, develop off-peak tourism, and improve on its digital marketing to keep up with the competition. On the whole, the analysis shows that Pleasure Beach Resort has a good share in the market, but the continual innovation is the key to the sustainable growth.