This is our critical success factors created from our TOW's-
Weaknesses and Threats- Due to the impact of the recession and rising electricity prices, ticket costs will inevitably increase and consequently reduce the amount of tickets sold. Alton towers have introduced various deals to accompany ticket purchases such as family discounts, for example Groups of 7 people attending save 30-35%. As a result a day out at Alton Towers has become more affordable which will attract more people to come on a frequent basis.
Weaknesses and Opportunities-Another way Merlin are creating opportunities for the general public attending Alton Towers for example is by offering free vouchers on various products such as 2 for 1 ticket prices, which combats the high individual cost of tickets.This is another method that makes Alton Towers more affordable and maintain their high income levels.
Strengths and Opportunities-Alton Towers are now offering a broad range of activities at the theme park such as the introduction of a CBeebies land and a water park for kids,making it more ‘family-friendly’. Additionally Alton Towers offers accommodation which makes the park more easily accessible to the public. This therefore will improve satisfaction rates and inevitably increase income levels. Alton Towers currently have strong branding, but with the introduction of new rides such as The Smiler this enhances Alton Towers overall brand i.e. promoting The Smiler as the ‘first 14 loop roller coaster’, therefore attracting more of the public.
Strengths and Threats- Despite Alton Towers success at attracting the public, they are constantly confronted by competition that offers people something different and more relative to their lifestyles. As a consequence Alton Towers are implementing a wide variety of things to do as well as introducing more rides through their strong branding.
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