Marketing Planning Report

MARKETING PLANNING

REPORT ON THE DEVELOPMENT OF

SCOTTISH

THEME PARK

Submitted by: Monika Huserkova

Submitted to: Lorraine Farguharson

Date: 5. November 2008

Word Count: 1200

Contents Page

Section

A Terms of Reference

B. Summary

C. Introduction

D. Methodology

E. Research Findings

F. Conclusion

G. Recommendation

A. Terms of Reference

Leisure Leaders (Scotland) plc is proposing to develop a Scottish Theme Park 15 miles West of Edinburgh with a projected capacity of 5000 visitors per day. The project is still in developing stage and it is necessary to do a research to find out if the project has support of the population within the local area.

B. Introduction

I have been sub-contracted by the agency to research: attitudes and opinions on setting up a theme park in general and in the particular area, acceptable 'themes ' for the park, potential levels of local usage and potential markets to be targeted.

C. Summary

This report shows the method, which has been used for gathering information about the peoples opinion on setting up the theme park. Who were the responders, what questions have been asked and how did the responders answer. It analyse each question and answer separately. It gives conclusion about the general feeling of setting a theme park, people's preferences and main objectives. At the end I give recommendations on the theme park project, if is worth to go ahead with it or not and what is required, if the project would go ahead.

D. Methodology

To find out about these areas I have used the most common form of primary research- questionnaire survey. The reasons for choosing this particular method were firstly because of its inexpensiveness and this method was not time consuming as there were only 17 responders being asked. Other reason was that there was limited time for receiving the responds.

The questionnaire was carried out as a part of my job. I am working part-time as a domestic room attendant and babysitter. Therefore, I have contact with many families, each with least 2 children. This was very convenient as the families are the main target group in this project. To investigate wider range of the market the other responders were the employers and visitors of the leisure centre in local area.

The qualitative research was carried out in form of questionnaire. I have chosen the general questions to find out, where people normally spend their free time, how much money are they willing to spend on the leisure activities, what kind of activities do they like to do, what kind of transport do they normally use, than direct question to find out their opinion about setting up the theme park in their area, if they would likely visited the theme park, what would attract them the most and what constrains they have. The last section of the questions was to find out the responder's personal and living status.

There were 15 respondents approach and most of them were families. There were mix of close and open questions been asked to gained peoples opinion.

E. Research Findings

All of the 17 examiners were the local residents. Fifteen of them have children.

Only three of those with children have never visited the theme park, but only one of those three would consider doing so.

From all 17 examiners only one sees the setting up the theme park