This blog is a critical analysis of the marketing strategy of Chessington World of Adventures Resort that looks at its internal and external environment. The internal analysis uses the Segmentation, Targeting and Positioning (STP) model to assess the way the resort recognizes and caters to its major visitor groups. The external analysis employs the Five Forces model by Porter in evaluating the competitive forces that Chessington is exposed to in the UK theme park and leisure attraction industry. The evaluation throws light on the unique hybrid status of Chessington as the theme park, the zoo and short-break resort, as well as defines the problems connected with the competition, seasonality and shifted consumer expectations. At the end of the report the recommendations are provided to promote sustainable growth and enhance competitive advantage. UK tourism and leisure market is quite competitive, and the attractions are expected to keep evolving their marketing strategie...
Chessington World of Adventures Resort