Sample assignment scored 60 v1 1

Topics: Madame Tussauds, Merlin Entertainments, Marketing Pages: 20 (5226 words) Published: April 20, 2015




2. Environmental Analysis (PEST AND SWOT)
2.1 PESTA. Political
B. Economic
C. Social
D. Technological
2.2 SWOTA. Strength
B. Weakness
C. Opportunity
D. Threats
3. Marketing Philosophy and Mission statement
4. Marketing Planning
5. STPA. Segmentation
B. Targeting
C. Positioning
6. Product life cycle and BCG matrix
7. Marketing MixA. Product
B. Price
C. Place
D. Promotion
E. People
F. Processes
G. Physical Evidence
8. Conclusion and Recommendation
9. Bibliography
10. Appendix

EXECUTIVE SUMMARY:Aim: It was to determine that all the information shared was true and best of my knowledge; Madame Tussauds is a giant brand under the flagship of merlin entertainment groups, it enhances values and learning experience to the society.

The aim was to discover the market environment, functioning and the expansion of Madame Tussauds in current scenario. It was experienced that the current scenarios was mesmerising, the brand holds a unique place in the local market as well as international market and promotes a healthy environment.

Topics Discussed: the topics were covered below which helps us to understand and identify the present, past and future of an organisation. Performance measurement of an organisation were as follows- environmental analysis (PEST and SWOT), marketing philosophy and mission statement, marketing planning, product life cycle and BCG matrix, STP, marketing mix are the tools for an organisation to achieve the goal. The performance and support of an employees and their managers has been credible, they have shown the great enthusiasm towards their performance to reach the organisational objectives. Findings: All the information was collected through secondary research, it was noticed that Madame Tussauds is well-furnished organisation. It is the greatest attractive hub and will remain as well in future. Madame Tussauds has a great move towards the economy; it was one of the most profitable leisure organisations because of its location, market planning, targeting the visitors, fabulous events, learning environment and innovative thoughts. Through primary research it was found that it was crowded during weekends and there was a parking problem as well.

Recommendation: Madame Tussauds can go for several projects in various countries, to promote the brand name and for the expansion of businesses. It was mentioned that it is the most profitable organisation after Disney.

Madame Tussauds should invest more on branding, the more you invest the more your product is known. More employees should be appointed during weekends for efficient customer service. Booklets of different languages can be printed for the visitors to understand the provided information. Madame Tussauds should explore the cosmopolitan environment to attract the visitors worldwide. Many informative audiences can be targeted (like schools and colleges) by offering them discounts on tickets. One of the common problems of parking can be solved by constructing the basement parking. Various other alternatives and free locations are future threats for Organisation like Madame Tussauds. Hence Madame Tussauds should focus heavily on their marketing skills to fetch revenue and attract the customer’s worldwide. Madame Tussauds can go for various interesting events and extra-curriculum activities should be organised for different countries celebrities’, political leaders and spots legend. So, that Madame Tussauds can bridge the gap between the customer and the organisation across the world, as they are the ultimate source of income.

INTRODUCTION: - The project is carried out with an aim to discover the market environment, functioning and the expansion of Madame Tussauds in current scenario. It will be examine whether is the brand holds a unique...

Bibliography: Dana, J. C., 2013. What is a museum? Back to the Future with John Cotton Dana. [Online]
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ICOM. Ukranian National Committee, 2012. Role of Museums In Education And Cultural
Tourism Development
Key Note Limited, 2007. Trends in Leisure Activities Market Assessment 2007, s.l.: Key Note
Key Note Limited, 2009. European Tourist Attractions Market Assessment 2009, s.l.: Key
Note Limited.
Madame Tussauds London, 2009. Madame Tussauds. [Online]
Available at:
Madame Tussauds London, 2013. Introduction to Leisure and Tourism. [Online]
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Merlin Entertainment Group, 2013. Madame Tussauds London. [Online]
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Merlin Entertainments Group, 2013. About Merlin Entertainments Group. [Online]
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Merlin Entertainments Group, 2013. Madame Tussauds Careers. [Online]
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Merlin Entertainments Group, 2013. Merlin Learning Experiences Education Programme.
Merlin Learning Experiences, 2013. Madame Tussauds. [Online]
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Neil G.Kotler, P. K. I., 2008. Museum Marketing & Strategy. 2nd Edition ed. San francisco:
Noon, C., 2007. Blackstone Turns To Wax With Tussaud Purchase - [Online]
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Okonkwo, U., 2007. Luxury Fashion Branding: Trends, Tactics, Techniques. s.l.:Palgrave
Peter J. Leadley, P. F., 2004. Marketing: essential principles, new realities. London: Kogan
Page Publishers.
Roodhouse, S. C., 1993. Investing in People. CMS Bulletin, No.1(No.2, October).
Silver Sea Media, 2013. Chamber Of Horrors. [Online]
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Susan Horner, J. S., 2012. Leisure Marketing. s.l.:Routledge.
William M. Pride, O. C. F., 2010. Pride-Ferrell Marketing. 15 ed. s.l.:Cengage Learning.
Wilson and Wilson Publishing Ltd, 2013. Marketing mix (Price, Place, Promotion, Product)
Marketing mix business studies and business english
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