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Unit 3 Introduction to MarketingTask 1 (P1 M1 D2)
In this task I will be describing the corporate objective and marketing technique used for both of my
businesses, one which is Thorpe Park, Thorpe Park is a theme park. The other business is the world
vision which is a voluntary organisation. I will be explaining how these businesses use marketing
technique in order to market their product as well as the similarities and differences between the
marketing techniques used by Thorpe Park being a profitable business and World vision which is a
voluntary and non-profitable organisation.
Part A
Thorpe Park
Thorpe Park is a theme park resort which is based in surrey, which is close to London. This theme
park was introduced in 1979, the theme park included 27 different attraction sites, five of them
being water rides. The five water rides links to their slogan of “An Island like No Other”. The theme
Park resort is owned by Merlin Entertainment.
Thorpe Parks cooperate objective is mainly to expand on their theme park resort, this means that
Thorpe park is intending to keep their customers on a longer stay, by this, the business has
introduced hotels such as ‘the shark hotel’ which comes with an experience during your stay and all
sorts of new rides including the new ‘the dark ride’, ‘Darren brown train’ and ‘angry birds’, the park
has also one of the most popular restaurants such as KFC, burger king and more. The opening times
at Thorpe Park is also beneficial for the business as they earliest they close is 5pm on Monday-
Wednesday, 6pm on Thursdays, 7pm on Friday and 10pm on Saturday and Sunday, this is more
appealing as the latest times they close is during the weekends which makes it more suitable and
customers are more likely to book one of Thorpe parks hotels for a stay during the weekend as they
can spend more time and more money at the resort during their stay. Another objective for the
business is that they’re trying to increase the attraction of the age group of 18-24s. By this, the
business has tried to attract that age group by introducing night clubs and bars. However, Thorpe
parks general aims and objective is to increase their customers per year by aiming to attract at least
a quarter of a million customers a year as well as increasing the satisfaction of their customers
experience over a short stay or long stay. Thorpe Park doesn’t only focus on attracting one age group
but almost every age group as they provide all sorts of activities to take place within the theme park
resort.
Thorpe Park marketing objective is to appeal to customers by focusing on all consumer groups. By
this they will be attempting to appeal to 18-24 year olds and their family market. Thorpe also wishes
to increase their yield per customer and satisfaction targets. If Thorpe Park achieves these marketing
objectives they would be striving to achieving their cooperate objectives.
World Vision
World Vision is a non-profitable organisation which is based in US in the city of California. The
organisation was founded in 1950 by Reverend Robert Pierce; it is a Christian Humanitarian aid.
Their slogan is “Our vision for every child, life in all its fullness; our prayer for every heart, the will to
make it so”. The organisation is an international humanitarian aid which is present in exactly ninety-
seven different countries. The revenue of the organisation is 2.79 billion USD.
The cooperate objective of the Humanitarian aid; World Vision is to is to transform eight million lives
and engage 500,000 supporters. The marketing objective of World Vision is to campaign on every
level in order to appeal to those who are not already part of the charity and increase the popularity
of those engaging in the campaign. If the organisation meets this marketing objective it means that
they will be able to receive more donations from new donners. This means that the charity will meet
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