PART 1: Jamberoo Marketing Plan Business Report
The marketing manager of Jamberoo Action Park (JAP) has requested a report to be prepared assessing the business 's marketing plan. This report will discuss:
The strengths and weaknesses of JAP 's marketing plan
Strategies which could be implemented in order to improve JAP 's marketing plan and maintain business success
JAP is NSW 's largest seasonal recreation park. During its operating months between September and April each year, over 40% of visitors attend in the January holidays. JAP faces challenges due to the rapidly evolving nature of the business environment and other external influences.
STRATEGIES, ISSUES AND RECOMMENDATIONS
Strengths in JAP 's Marketing Plan
Monitoring and Evaluating Methods
JAP uses SWOT analysis as a tool for monitoring and evaluating the strengths, weaknesses, opportunities and threats imposing on the business. The results are used to assist in developing marketing techniques, and assessing new rides and attractions. Monitoring and evaluating is a strength in JAP’s marketing plan as it allows the businesses to assess the effectiveness of its marketing strategies and identify possible areas of improvement
New Product Development Process
JAP’s new product development process involves continuous R&D, improvement and future planning. Due to shortening product lifecycles, new products are constantly being developed to ensure that if one goes into decline or reaches the end of its life cycle, others are ready to be implemented. This strategy is a strength in JAP’s marketing plan as it enables the business to engage consumers with constantly updated products.
Customer-Oriented Marketing Rationale
JAP’s customer-oriented marketing rationale is aimed at increasing customer satisfaction, the magnitude of visitors and revenue. Market segmentation processes and surveys are used to identify the needs and