Instructions
The report must be word processed and presented in the following format:
2,500 words (excluding references and appendices and graphs) Report forum!
1• Title page (include your student numbers)
2• Executive summary: this is a key part of your report. Make sure you include three action points for the Client to build upon (client is Chester zoo)
3• Table of contents
4• Introduction: spell out your terms of reference ( academic journals)
5• Methodology: explain how you went about the research. Mention sample, sample size, pilot study, limitations etc.
6• Desk Research Findings: remember tables are not included in word counts (secondary research)
7• Primary Research Findings: remember tables, and other ways of visualizing the results, are not included in word counts.
8• Conclusions and recommendations
9• Appendices
10• REFERENCES – make sure you include full details for all sources used. You must reference!
- Use line spacing at 1.5, a font size of 12, and ensure all pages are numbered and illustrations (eg tables, figures, graphs etc) clearly labelled.
- The audience all have extensive knowledge of market research theory and are therefore looking for the application of such rather than a description of theory.
- This coursework requires dual submission. You must hand in a hard copy to the Student Support Office (post into the black submission boxes outside the office). You must also submit a soft copy via Turnitin, which is a plagiarism and collusion detection system. If you do not submit to Turnitin your work will not be marked
Question:
*What is world class? Theme park
In matters of
*Quality
*Expectations
*Service
*Experience
*How to benchmark
*7ps
*Innovation
*Relate it to Chester zoo they are the client of the research
Report
World Class Theme Park
Executive Summary
The world-class theme park adopts the most recent technological developments and employs highly qualified employees to meet the leisure needs of the customers. The research approach was quantitative utilizing both the interviews and the questionnaires. Also, the secondary sources helped obtain vital information on the world-class theme parks. To avoid the increased cost, the research utilizes secondary resources and the questionnaires. Notably, the world-class theme park ensures the provision of quality of services. Besides, the companies provide a variety of services to the consumers. Customers are encouraged to buy more from the theme parks as well as book in advance. Discounts are given for advance and long-period bookings as well as group visits.
In conclusion, the world-class theme park investment required huge sums of money. The initial capital is high and new technological updates should be made to maintain the competitive advantage. It was vital for Chester Zoo to invest in the theme park business. It has accumulated a huge amount of capital since it was opened in1931. It owns huge tracts of lands necessary for developing the theme parks.
Table of contents
3.0 Secondary Research Findings. 7
Table 1: summary of the p’s. 9
Table: Discounts offered at Alton Towers (Source: Alton Towers, 2015. 10
4.0 Primary Research Findings. 12
5.0 Conclusions and Recommendations. 14
World Class Theme Park
1.0 Introduction
The crucial aim of the research is to understand what constitutes a world- class theme park. The crucial elements of consideration include the quality, services available, experience, benchmarking, and innovation. A theme park is a place of leisure where activities, buildings, and displays relate to a specific theme (MitrašInović, 2006, p.18). The secondary sources are vital in promoting the triangulation of the results, avoids bothering the respondents, and it is highly cost effective. The theme park business intends to meet the leisure needs of the customers. The world-class theme parks fully meet the needs of the customers by adopting the advanced technology, providing a variety of services, and employing the most skilled employees.
2.0 Methodology
In the effort to understand what makes a world-class theme park, it was vital to come up with a specific methodology for guiding the approach for conducting the research. The research adopted a quantitative research approach. The research methodologies included in the research include the interviews and the questionnaires. To understand the concepts of the theme park fully and how to attain the status of the world class, the secondary sources such as journal articles and books were utilised (Hair et al., 2015, p.119). The quality of the secondary sources is sometimes compromised, but the use of the peer-reviewed articles and books validated the results and made them reliable (Kanar, 2012, p. 75). The interviews and the questionnaires were used to complement one another in the study. Due to the cost involved in the interview, the researcher largely utilized the questionnaires. However, managers of the Legoland, Alton Towers, Flamingo Land, Blackpool Pleasure Beach were interviewed. In all the other parks, the questionnaires were utilized. The questionnaires are cost-effective, and they can be mailed to the respondents easily. Nevertheless, the great challenge is that questionnaires faced the lowest response rate (McNabb, 2002, p. 148). The respondents had to be frequently encouraged to return the questionnaires (Mitchell & Jolley, 2012, p. 287).
2.1 Sample and sample size
The researcher should select representational sample (Kriegel & Williford, 2006, p. 256). It was determined that the expected quality of world-class theme park would be similar. In the UK, there are many themes parks. Nevertheless, there are only a few (approximately ten) that have attained the world-class status investigated in the study. All the ten theme parks were included in the research. The sample was highly representational.
2.2 Pilot study
Initially, a pilot study was conducted. The pilot study was significant in the identifications of the potential problems and the cost of conducting the research (Mcburney & White, 2010, p. 236). The pilot study facilitated the estimation of the costs and gave crucial insights on understanding the theme parks industry. Significantly, the pilot study allowed the researcher to make changes on the interview and questionnaire questions that were found to be ambiguous (Blessing, Chakrabarti & Blessing, 2009, p.114).
2.3 Limitations
The crucial limitation of the research is the cost. To overcome the limitation, the research enhanced the use of the questionnaires and the secondary sources. Moreover, the research will select a small but highly representative sample. Besides, the low response of the questionnaires especially when a very small sample has been used is a great limitation. The research made certain that all the questionnaires were returned by frequently encouraging the respondents to do so (Shipman, 2014, p. 89).
3.0 Secondary Research Findings
3.1 Quality
Chester Zoo provides extraordinary discovery on the daily basis. It is a company that values the quality of recreation services (Chesta Zoo, 2015). Quality is a key element in arriving at the desired world-class theme park. Anton Clavé (2007, p. 400) stated that quality is vital in the world-class theme parks. The quality of the services offered at the park, as well as the quality of the whole theme park, should be super standard. Quality is a crucial condition in the theme parks. Companies were struggling with quality often end up losing customers. Higgins et al. (2015, p. 50) stated that the key aim of the theme park is to make certain that the visitors were fully satisfied. More so, most of the parks make use of the water in the entertainment. In some instances, the quality of the water is associated with disease outbreaks. De Man (2014, p. 402) stated that the world-class theme parks maintain zero rates of water infections. The quality of the services and the facilities at the theme park makes certain that the theme park have the ability to retain customers. Consequently, it can compete effectively with other theme parks at the international level (Milman, 2009, p. 377).
There is much that Chester Zoo can learn from some of the theme parks with world-class in UK that include the Alton Towers, Pleasure Beach Blackpool, Chessington World of Adventures, and Loudoun Castle Theme Park (Visit Britain, 2015). The Alton shower is located on 500 acres land of the countryside of the Staffordshire. The Alton shower has golf farm described as extraordinary. Moreover, the ride with Rita-Queen that can take off at very high speed. It is significant for the Chester Zoo to have a large amount of land to meet the internationals of services in a theme park.
3.2 Services
The world-class theme parks ensure the provision of a variety of services. The parks with quality and variety of services have a continuous flow of customers all year round. The variety of the services makes certain that different activities can be carried out at the park. Initially, there were theme parks made in the traditional way (Clave, 2006, p. 141). They increasingly lost customers as they progressively formed meeting place rather than a place of entertainment. The modernized theme parks met the need of leisure by customers. With that, their services are very popular. To meet the quality of services the modern theme parks implement some crucial element of the services. First, the services such as rides, shopping, shows, and the catering services are built on a particular theme. Second, the provision of quality services is enhanced through maintenance of the facilities and upgrading to the recent technology. More so, the companies maintain the standard of the services by employing energetic young youths (Lew, Hall & Timothy, 2008, p. 223).
The Chester Zoo should be aware that the provision of the quality and a variety of services demands huge capital investments. The services need to be advanced on the daily basis to meet the current technological demands. The Alton Towers provide a variety of services such as Water Park, golf services, hotel services, rides, stately home, and interactive aquarium in a five hundred acres land. The Chessington World of Adventures gives the visitors a chance to explore ten wonderful and wild lands as well as having a ride. The top theme parks provided quality and a variety of services. If the Chester Zoo intends to compete at that level, the company must be ready to invest huge sums of money.
3.3 7ps
| Product | Promotion | price | place | people | process | Physical evidence |
| High quality
Variety
Customer service
Available always |
Internet
Sales
Promotions
Branding
|
Discounts
Reliable
payment methods
Reasonable prices |
Accessible places and availability of land
Direct services |
Energetic and youthful staff
Training
|
Customer focused
Supported by technological developments |
Customer references
Online evidence |
Table 1: summary of the p’s
The seven P’s used in the marketing are vital in the theme parks. As discussed earlier, the world-class theme parks are vigilant in ensuring the quality and the variety of services to customers. Besides, the companies employ highly energetic youths who meet the needs of the customers fully (Braun, 2000, p. 10). The theme parks such as Alton Towers, Pleasure Beach Blackpool promotes its services through the television, websites, social media, radio and other digital means to create awareness of their services among the highest number of people. The prices of the different theme parks are dependent on the services and the quality of the services offered (De Groote, 2011, p. 22). The prices need to be competitive compared to the services provided. Despite the variation of prices, the theme parks give high discounts for customers who take more days at the park or who books a few days before the visit. Discount offered by Alton Towers would give an insight on how the discounts are offered by world-class theme parks.
| Ticket | Price on that day or the day before | Price of booking 2-6 days in advance | Price of booking 7days and above before |
| Adult | £50.40 | £45.36 | £37.80 |
| Child | £44.40 | £39.96 | £33.80 |
| Family | £43.80 | £39.42 | £32.85 |
| Children below age 4 | £0 | £0 | £0 |
| Senior | £25.20 | £22.68 | £18.90 |
Table: Discounts offered at Alton Towers (Source: Alton Towers, 2015
Figure: Graph showing the number of pounds charged against the number of days of booking before the actual visit.
It is evident that world-class theme parks offer great discounts to their customers. Moreover, the theme parks employ high energetic employees. The processes in the theme parks are tailored to meet customer needs. They represent the most advanced current technology. Moreover, the customers are exposed to the products through other customer’s feedback and pictorial representation
3.4 How to benchmark
Benchmarking refers to the act of an organisation to use similar standards used by the other companies to determine the level of the performance (Watson, 2007, p.18). The standards that can be used include prices, products quality, customer’s base, employees, and infrastructure. The main aims of benchmarking are to determine the performance of the firms in relation to other firms in the same industry. The benchmarking would facilitate the firm undertaking the benchmarking to improve its performance using the information obtained (Henderson, Raynor & Ahmed, 2012, p.389).
It would be necessary for the Chester Zoo to compare the performance attained with other theme parks. The company should measure its performance using important elements in the industry such as discounts offered, technological advancements, acres of land owned, infrastructure, quality of services and the number of customers served per specific period. The benchmarking would help the firm make a decision on whether it is among the theme parks that have attained a world status.
4.0 Primary Research Findings
The primary research was conducted using the interviews and the questionnaires. The primary research was conducted mainly on the three areas of study. The three areas of study that include innovation, experience and expectations in the world class theme parks were studied well using the primary research methodologies.
4.1 Innovation
Most of the managers described innovation as a significant element for the success of the theme park operations. Notably, the business at the international level is highly competitive, and the firms are required to advance in the innovation to survive in the theme park industry. Anton Clave (2007, p.191) stated that the only way that the business can assure customers entertainment is through innovation. Kuiper & Smit (2014, p.125) noted that the innovation can be driven by the consumer needs or the availability of resources. In the most of the companies studied, the innovation was driven to meet the increasing customer needs.
Many of the theme parks described their services as highly innovative. Alton Towers’ managers described their ride services as the most innovative. For instance, the Alton Towers had replaced the old roller coaster in 2012 and introduced a new one that was more entertaining. Moreover, the Pleasure Beach Blackpool adopted a very innovative hydroblading. The hydroblading is an innovative service introduced by the Pleasure Beach Blackpool that allowed increased support and balance of the skitters in the ice resulting to more fun. The manager of the Chessington World of Adventures creatively described the theme park as a wild arena of the corporate businesses. Each business is innovatively and uniquely made. The Chester Zoo would need to come up with an innovative business idea that would facilitate the attainment of the world status theme park.
4.2 Experience
The employees of the world class theme parks are highly experienced. The managers of all the companies studied stated that the employees experience would help the firm to attain and retain the international status. The employees have vital knowledge in the entertainment industry, technology, management, general business operations, marketing and vital skills. The experienced employees are innovative, deal with customers diligently and portray a good image of the business. The innovations and competitive skills help the firms to serve the local and international customers in a professional manner. Experienced employees are a vital source of the competitive advantage to the theme park. The decision by the Chester Zoo to enter into the theme park business should be initiated by hiring very competent employees.
4.3 Expectations
The expectation of the world-class theme park is the customers satisfactions while making adequate returns to meet the operations and give an adequate profit (Geissler & Rucks, 2011, p. 131). The managers of the theme parks stated that they have adopted the most current technology to meet the customer needs. That is, they have introduced the services that meet the needs of the children and adults who visit the theme parks. For instance, the Paultons Park located in the new forest is the best known to provided services that make the parents and children have an unforgettable leisure moment. The theme park has a variety of resources such as lakes, rollercoasters, gardens, rides, museums, waterparks, birds and animals, national park that leave the whole family fully entertained. Most of the theme parks with the world class have invented much to meet fully the demands of the customers. When a theme park meets the needs of the customers the firms profit needs and gaining competitive advantage would be easily realised.
5.0 Conclusions and Recommendations
It is factual that the theme park business is very profitable. Nevertheless, the business requires huge investments of capital. Large acres of land are required and capital investments that demand use of the most recent technology. There is great competition in the theme parks, and firms have won customers by providing them with great discounts. Largely, the increased technological advancements demand a continuous input of the money into the business. Operating a world-class requires the business to innovate continuously new things always to keep the customers entertained. The innovations require the employment of highly skilled employees.
5.1 Recommendations
Following the results of this research, a number of various factors need to be considered by Chester Zoo to attain a competitive world class theme park. First, Chester Zoo should invest largely in the theme park since it has huge tracts of lands for developing theme parks. Secondly, Chester Zoo should employ qualified employees should be employed in a theme park for efficient services. Besides, Chester Zoo need to invest largely in technology. Such upgrade would be essential in facilitating the achievement of a world class theme park since its current technology is of poor quality.
Chester Zoo ought to facilitate innovations aiming to ensure customer retention. Employees should be mobilized to innovate new ideas or services that help in the operations of Chester Zoo in meeting customer needs using the available resources. Moreover, it would be prudent if Chester Zoo ensured that the water in the park is clean and of good quality to avoid outbreak of infectious diseases from the same. The world class theme park should put more emphasis on the quality of the services being provided. The quality of the services provided should not be compromised. Lastly, it is vital to provide discounts to customers. Such discounts will help in ensuring value to customers and hence their satisfaction.
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