Pleasure Beach Blackpool SWOT Analysis, USP & Competitors

Pleasure Beach Blackpool

Parent Company

The Thompson Family

Category

Amusement Park/Theme Park

Sector

Tourism and Hospitality

Tagline/ Slogan

See It, Feel It, Love It

USP

The park has some famous and original attractions in thrill rides

Pleasure Beach Blackpool STP

Segment

Teenagers, youngsters and children

Target Group

Youngsters and young families living in UK

Positioning

With a lot of thrill rides and a separate children’s park, the park offers something for all age groups.

Pleasure Beach Blackpool SWOT Analysis

Strengths

1. It is the one of the most visited amusement park in UK with more than 3 million visitors per year.
2. The park also operates a separate children’s park, known as Nickelodeon Land.
3. The park has won several awards in recent times including Golden Tickets, IAAPA Big E Awards, LETTS Awards etc.
4. The park has as many as 40 rides, including 12 roller coasters.
5. Good presence and popularity in UK

Weaknesses

1.Limited awareness globally as compared to international theme parks means lesser international tourists
2. The park is seasonal and does not operate for more than 3 months in a year

Opportunities

1.It can leverage on the popularity of some of its star rides such as the Big One (UK’s tallest roller coaster) and Revolution (Europe’s first fully inverted roller coaster).
2.By introducing new attractions from time to time, the park can attract more and more visitors.
3.The park can license some popular cartoon or comic characters to increase its merchandising power.

Threats

1.The brand is not very popular internationally, which limits the inflow of international tourists.
2.There are many amusement parks in the UK that are very popular like Alton Towers and Legoland.
3.The park is privately managed by a family which may pose issues of professionalism.

Pleasure Beach Blackpool Competition

Competitors

1. Alton Towers, UK
2.Legoland, UK
3.Disnyeland, Paris