Introduction: My name is........and I have been asked to write a proposal on a marketing campaign for a business called Cryptic adventurers
escape rooms. An escape room is a physical adventure game in which players are typically locked in a themed room and have to find clues a
solve puzzles in order to escape against a countdown clock. This report will include detailed analysis on the market in which the business
operates and how the external influences can impact the company. I will explain the positive and negatives of each of the data through
secondary research that I collect.
Marketing aims and objectives - As stated in the extract, one of the primary goals of the company is to expand the business. This will help
steer a company's operations and give its activities a sense of purpose. To help them achieve this I have made several smart targets as it
provides more focus and direction for the company to follow its aims.
To have 2 more branches of Cryptic Escape Rooms by the end of the year
To boost revenue by 25% in the next 6 months
Increase sales by 30% in the next 6 months
Justification- My argument for them is that aim number 1 is closely tied to the major goals of expanding their business, which is why I chos
it...as it states in the extract that they only have one location of operations.
Market Research - Competitors: Escape reality and Locked in a Room are two of the primary contenders for cryptic adventurers in escape
rooms. escape room market in the UK is valued £50-£80 million in August 2018(53.3M) - December 2019(74.5M). Clue HQ is one of the
major rivals of cryptic adventurer escape rooms. Located in Kingston, London, this company has seven other locations across the UK,
including Birmingham and Manchester. Each location features nine escape rooms, making it one of the largest escape room venues in the U
Clue HQ claims to offer a themed experience with difficulties impossible to achieve unless you work in a team. As a result, customers'
communication skills and teamwork abilities will automatically develop. According to the company's website, their games are appropriate fo
players of all ages and skills. This corporation has a market share of 4.31 percent, according to Statista. If a corporation has a large market
share, it might make it difficult for competitors to enter the market and gain the upper hand. This makes it tough for Cryptic to build upon th
ambitions and objectives of increasing their business since they have a high market share.
Market size: It's one of the fastest-growing segments in the experimental leisure, there are 1,500 escape rooms in the uke a 40% increase
between 2017-2018. the escape rooms are geographically spread across the UK in the last 18 to 24 months there has been a rapid expansion
which indicates that new emerging escape rooms have a harder time entering the market. The UK escape room market has grown quickly in
recent years and were over 1,200 escapes rooms in the UK at the end of 2018. There were 450 distinct venues operating escape rooms with
approximately 900 different themes offered at the end of 2018. According to the extract, over 300 businesses operated in the escape room
market in the UK in 2018.
Target market: Escape rooms are a niche market, meaning they are smaller but successful. Many individuals like escape room games,
including gamers, families, and tourist. Large organizations are now using escape rooms to test staff management and leadership skills for
corporate team building events as stated in the extract. The main target audience for escape rooms is 17-30. The target market can be aged 1
to 30, depending on the theme chosen. This is because people of all ages have different interests and preferences. For example, a Christmas-
themed escape room may attract families, as the children will be drawn to it. Families are more likely to take their kids to play. Teenagers, o
the other hand in terms of Halloween, are more likely to go to an escape room to be afraid and to be frightened. This will not appeal to child
who dislike being afraid.
Trends: Customer trends play a big role in the operation of cryptic adventurers escape room. Trends and customer preferences change
continuously, therefore Cryptic Adventures escape rooms must adapt their rooms to keep up to date. There are major trends in the field of
escape rooms. Firstly, major entertainment brands such as Sherlock Holmes and doctor WHO are investing into escape rooms. With a Docto
Who theme, these rooms include numerous puzzles for people to overcome in order to leave the room they are confined in. Also, escape roo
are slowly becoming popular as teams compete to solve riddles and escape first. Also, clients want the finest possible time while engaged in
experience, therefore innovation is important in this market. An escape room's success depends on creativity.
Comment on the validity/reliability of your research: My study is trustworthy since I obtained it from a variety of sources in order to
provide more evidence for my market analysis and research. Because this is secondary research, I obtained the numbers from reputable sour
such as...., as an example. Because I obtained them from a reputable source, they are correct.
PESTLE – Guide: Political - The current epidemic, the coronavirus, has forced the closure of several escape rooms in the past. The
coronavirus reduced the industries earnings because they couldn't open due to government restrictions. Due to industry closures during the
shutdown, sales have plummeted. According to BBC news, covid-19 cases increased 10% in the last two weeks of November. As a result of
current national lockdown, cryptic adventurers' escape rooms may have to close again. This means the corporation can't run its operations or
serve its consumers. Customers will be asked to stay indoors to prevent the virus from spreading, and the company will be unable to open. T
will impact the company's profitability and capacity to expand affecting its main aim.
Economic – Customers' purchasing power and raw materials are affected by inflation. The ONS reported 3.2% inflation in August 2021.
(Office of National Statistics). Important for Cryptic Adventurers escape rooms since inflation affects customer purchasing power. Due to h
inflation rates, buyers will be unable to purchase as many tickets. This will impact the company's sales and thus revenue. Clients may be
dissatisfied with the high prices and resort to alternative inexpensive activities such as bowling. With the increasing cost of the props of the
escape rooms, Cryptic Adventurers may have to spend more money. It may also affect the company's purchasing power. As the company ha
to buy supplies such as props as decorations for the venue, the prices may increase due to inflation. As a result, the corporation may need to
spend more to increase consumer satisfaction and maybe sales. This impacts the company's profitability, causing them to spend more on item
Social - The age distribution in the area where Cryptic adventurers escape rooms seek to operate is a sociological aspect that impacts them.
