Appendix

Figure 1 – Updated version (Source: Hollensen, 2005)

Internal Competencie

s Capabilitie

s Resources

STRENGTH Annual Occupancy Rate

of 96% & 60% Short Breaks Family Orientated Improved Facilities B2B Family orientated plus

target wider demographics

Market leader Brand loyalty Customer satisfaction

WEAKNESS Niche Market Only Limited Locations Individuals Visiting

Holiday Center Bad Reputation Cost Consumer Attitude

External Political Economic Socio-Cultural

Technological

OPPPORTUNITY Only 4 Holiday Villages Different Target Market Expand to their B2B

Consumers Innovation Ideas – more

entertainment facilities for 16+ age group

THREAT Financial Risk: Interest

rate & Liquidity Risk Competition- Bultins,

Haven Hoseasons & Sandy Balls.

The Growing Sector – Hotels

Changing Consumer Demand-Economic factor

Affecting natural environment – Climate change

Figure 2 – Center Parcs have a high strategy compared to competitors such as Havens.

(Source: Center Parcs,2012a & Haven, 2012a)

VS

Figure 3.1 – Table shows the Cost Analysis, which is used for the PLC, BCG and Perceptual Mapping (Source: Center Parcs, 2012c., Haven ,2012a., Sandy Balls, 2012c., Hoseasons, 2012a.,

& Butlins , 2012a)

Figure 3.2– Product Life Cycle based on Accommodation type: LODGE

PLC based on Price Analysis

(Source: Google Images)

Figure 3.3 – BCG Model based on Accommodation type: LODGE

BCG based on Price Analysis

(Source: Google Image)

Figure 3.4 – Perceptual Mapping based on Accommodation Type: LODGE

Perceptual Mapping based on Price Analysis. (Source: Google Images)

Figure 4.1 Percentage risk in Ansoff’s Matrix

(Source: Cheverton (2004))

Figure 4.2 Ansoff’s Matrix Analysis

Ansoff’s Matrix Based on Center Parcs

PRODUCTS

MARKETS

Existing New

Existing Market penetrationSpecial offers viaMobile App (Mintel (2012)

Product Development Spa & Aqua Sauna facilities(Center Parcs, 2006)

NewMarket DevelopmentNew park in Bedfordshire BBC (2012)

DiversificationBusiness conferencing facilitiesTeam building activities(Center Parcs, 2012a)

Fig 5.1 7Ps analysis of Center Parcs

CENTER PARCS Product

1. The Inland Resort

2. Branding

3. Reputation

1. Known as a resort for family fun, Center parcs (2012b) states that it centres on outdoor or indoor activities that families can take part in.

2. Center Parcs (2012b) havebranded themselves as a high quality resort with innovative accommodation and excellent customer experience

3. As can be seen on their Facebook site, they are known for being expensive

according to customer reviews (Facebook, 2012)

Price1. Promotional Price 1. Mintel (2011) explains

how in addition to special breaks due to theholiday season, Center Parcs offers weekend (three nights), midweek (four nights) and one-week stays.

Place :1. Social Media Jones (2009) explains how

Facebook has a growing user base among working adults looking to reconnect with friends and associates. Evans (2010) emphasises how social networking websites boosts overall awareness of the company,especially customers who find traditional marketing methods a nuisance.The advantages are further explained by Weinberg (2009) who states that it, helps consumers or potential consumer find the contentnaturally, boost traffic to website and build stronger customer relationships.

Promotion 1. Increase awareness2. Encourage customer

interaction3. Highlight promotional

1. Use social networking website such as Facebook and Twitter enhance brandawareness in the new

offers4. Make the page easy to

manoeuvre through

market2. Encourage customers who

have visited before to write testimonials or review their experience.

3. Tweet or message Facebookusers about the holiday promotional offers

4. Make sure the page is constantly updated and links to the website is easily accessible

People1. Staff

2. Customers

1. Have won awards for Hospitality Assured accreditation which highlights Center parcs’employees’ level of service and guest care inNovember 2011 (Mintel,2012)

2. Customers review on social networking sites can reflect on experience.

Process 1. Employees need to be connected to the social networks(Evans, 2010)

2. Customers who have provide negative feedbackneed to have a reponse immediately, from employees who monitor thewebsite in order to rectify the situation.

Physical Evidence 1. Customer interaction within Facebook or Twitter could encourage sales dependant upon the success of the previous Ps.

Figure 5.2

Mosaic Brochure (Experian, 2012)

Group C: Rural Solitude Aled and Gwyneth 4.40% of UK household (Types 11-15)

- People who live in small villages,farmhouse or cottages

- Characterised by traditional country way of life with a strong sense of community

- Neighbourhoods are isolated from high centres of residents, Low paid of middle income jobs

- The population includes farmers, people employed in businesses

- A high proportion of married, single or widowed- Rural Solitude is found in the rural areas: South West

England, East Anglia, mid and central Wales, the North Pennines, the Lake District and Scotland.

- Owner –occupation is common, with a few residents rentingfrom private landlord

- Unemployment is low; modest level of disposable income- A problem for younger resident as high ratio of house

price- Limited public transport, poor broadband; willingness to

internet users and call centres- Local suppliers: organics, foods, fruits and vegetables- Leisure time spent on country pursuits, fishing, walking,

sailing, bird-watching and visiting local historic homes and gardens.

Group G: Careers and Kids Jonathan and Nicola 5.78% of UK households (Types 29-33)

- Young couples, married or livingwith their parents

- Well educated and established in a technical or middle management career

- New purpose-built family housing located on the outer

edge of a large city or town, often equipped with a modern primary school

- Influenced by ethical and environmental considerations- Take interest in digital products- Residents in this group place a high value on material

possessions- When investing in new homes requires substantial

expenditure on appliances- Steady income from both parents, those who do not plan

carefully often find themselves over-extended on their credit.

- Few are not in a position to make saving for their retirement

- Rarely use cars to shop at modern out of town retail centres

- High proportion of their spending is based on national retail chains; innovation and technical excellence

- Frequent users of internet and the telephone for banking and online shopping

- Shop together as a family- Use of car; leisure activity such as trips initially to

parks, themes parks and seaside. Those with elder children, to cinemas, leisure centres and sporting venues.

Visual board of typical target consumer:

Liberal Opinions:

Young Professionals

Likes going out to eat & Cinemas

Pays more for the service.

Educated Lives in Inner Cities

Invests in High