Chessington World of Adventures

  This blog  is a presentation of internal and external marketing analysis of Chessington World of Adventures a popular family theme park in the UK that consists of rides, animal attractions and theme entertainment. The report is aimed at assessing the performance of the organisation in the competitive tourism environment using the existing marketing models. Segmentation, Targeting and Positioning (STP) model is applied to evaluate the internal marketing strategy of Chessington and its ways of identifying and serving its key groups of visitors (Kotler, Armstrong and Balasubramanian, 2023). Besides this, the Five Forces model is used to analyse external market forces such as competition, power of buyers, suppliers and substitute threats (Porter, 2008). The results show that Chessington enjoys a differentiated family-based offering and has a strong competition as well as price-sensitive customers. The final part of the report is the recommendations that are intended to impr...