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ISBM – Alton Towers was voted the UK’s number one theme park again this year. It is located in the heart of England in Staffordshire, where there is easy access from both the M1 and M6, although access through the village of Alton towards the site is difficult.

Principles and Practice of Management



CASE (20 Marks)

Alton Towers was voted the UK’s number-one theme park again this year. It is located in the heart of England in Staffordshire, where there is easy access from both the M1 and M6, although access through the village of Alton towards the site is difficult. The roads are narrow and there are twisting bends, which coaches find difficult to maneuver around. The site evolved from being a traditional English garden attraction in the 1950s to an exciting leisure park after a company decision was made in the 1980s to convert the gardens to an American-style theme park. The aim was to attract more visitors. The idea was a success and over the years the park has been constantly updated with increasingly bigger and more exciting rides and spectacular attractions. Alton Towers set out to be the market leader from the beginning. It boasts the best attractions in the UK. It was the first to have the largest flume in the world in 1982. The company was taken over by the Tussauds Group in 1990. Changes were made to existing attractions and the layout of the park. Other changes included a short walk towards Thunder Valley, leading to the Haunted House. In 1994 the most spectacular ride ever seen in the UK was introduced. This was Nemesis – an inverted roller coaster. The thrilling suspended ride – Oblivion – was opened in 1998. This is a vertical drop roller coaster. The latest addition to the park in 2000 is the Hex – the legend of the Towers. This is a disorientating ‘haunted’ swing. These ‘white-knuckle’ rides are now located in the X-Sector. In 1996 a £10m themed hotel on the outskirts of the park was opened. Participants in the Haunted House and X-Sector rides are photographed as they take part. These photographs are ready for viewing and purchasing at the end of the rides. There is an admission charge to the park, but once inside the park all the rides and attractions are free. Ticket prices are differentiated and include Peak and Off-Peak, Day Tickets, Family Tickets and Season Tickets. Visitors to the park can choose to eat at a variety of restaurants dotted all over the park. Each ride has its souvenir shop attached and there are also gift shops where Alton Towers merchandise can be purchased at prices to suit all pockets. Alton Towers is open every day to visitors from around 24 March until 31 October each year. Every year 2.7 million visitors visit the park. The volume of visitors in the summer means that long queues can form, although a ticket reservation process is in operation for the most popular rides. Alton Towers is not seeking to increase the number of visitors passing through the gates but to encourage people to spend more on food and merchandise and to come back again.

Answer the following question.


Q1. Explain how Alton Towers kept ahead of the competition in the years from 1982 until present.


Q2. Explain the benefits to Alton Towers of having restaurants and Souvenir shops dotted around the site?


Q3. Why do Alton Towers use differentiated prices for their admission tickets?


Q4. Explain how Alton Towers can use field research and desk research to find out if they are achieving their objectives.


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