Strategic Management and changes to a caravan park

6291 words 26 pages
Reported by Sarah Crowther

Table of Contents


This report was requested by lecturer Carole Hill at Coatbridge College. It includes a planning stage, developing stage and evaluation stage, each stage has to be submitted by 02 November 2012, 01 March 2013 and 10 May 2013. The purpose of the report is to complete the planning, developing and evaluating stages relating to the case study provided.

1 Terms of Reference

As the newly appointed Office Manager of Loch Tay Holiday Park, James has asked me and Adalbert to review and appraise the current condition and running of the park and present the reports at the next Management Team meeting to be held in a few months time. This report
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A potential barrier that could affect this would be that the office staff are used to doing this any way, therefore staff may find it difficult to adapt to the new way and may fall back in to their old habits. The timescale for this would be 2 weeks, this would enable us to evaluate the current situation, design a procedure and pilot it. The procedure should be reviewed in a month to ensure it is improving the procedure of reporting problems.

3.22 Marketing and advertising

Key issue

The park have not advertised or promoted their business, and are relying on our existing customers. There are new tourist attractions opened in the surrounding areas of the park: a new mountain biking course, a new marina, and there is a rapid increase in hill walking in the surrounding areas, yet the park has had little business from this. This is due to the lack of communication between the park and the local tourist attractions in the surrounding area. This is important and should be addressed immediately as the park is not attracting customers, we are solely relying on their existing customer base. If this continues the park will not be able to survive.


First of all market research should be carried out to check if there is any competition that may be a threat to us or whether we could offer customers something that is not available nearby;