Centre Parks Marketing

Contents

1.1 Introduction page3

1.2 Product Orientation page4

1.21 Production Orientation page4

1.22 Sales Orientation page5

1.23 Marketing Orientation page5

1.3 Marketing Mix page6

1.31 Product page6

1.32 Place page10

1.33 Price page12

1.34 Promotion page

1.4 Conclusion page

1.5 Recommendations, Ballots page

References page

Bibliography page

1.1Introduction

The purpose of this report is to determine and evaluate Center Parcs marketing strategy, Identify best practices develop areas of weakness and formulate actions and recommendations to address improvements to the current strategy and new products that can be put on offer to enhance the company’s perception within the market place.

1.2 Product Orientation.

Product orientation is based on two assumptions that consumers are interested in the product itself, and then buy based on the quality of that product. With this in mind, the organisation must strive to increase and improve the quality, since its customers want the highest level of quality for their money. The problem with a product-orientated organisation is the assumption, that customers actually want this product. Customers do not want products, they want a solution to a problem, and no matter how high the quality of a product if it does not solve a problem they will not buy it (Brassington and Petit 2003).

1.21 Production Orientation

Production orientated organisations put their emphasis on making products that are affordable and available, and thus the main task of the management is to ensure that the organisation is as efficient as possible in production and distribution.

This works on the assumption that the market is completely price sensitive, and that its customers are only interested in price as the differentiating factor between competing products and will buy the cheapest. In order to fulfil its customers demand an organisation must tightly control costs, in order