Warwick_castle_Management_skills

Warwick_castle_Management_skills - MANAGEMENT SKILLS...

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MANAGEMENT SKILLS INDIVIDUAL ASSINGMENT NAME: D NG THÀNH LONG ƯƠ _ MSSV: GH12074 1
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Table of Contents I/ Executive summary ............................................................................................................................. 2 II/ Introduction ........................................................................................................................................ 2 III/ Overall look at Warwick Castle .......................................................................................................... 2 Audit ................................................................................................................................................... 2 Customers ...................................................................................................................................... 2 Internal ............................................................................................................................................ 3 External .......................................................................................................................................... 4 Core competency ............................................................................................................................... 5 8 events of semester spring 2010 ...................................................................................................... 6 IV/Content of proposed .......................................................................................................................... 7 1. Situation analysis ( SWOT .......................................................................................................... 7 2. Objective ( SMART ...................................................................................................................... 7 3. Strategy (STP .............................................................................................................................. 9 4. Tactics (4Ps model ...................................................................................................................... 9 Control .............................................................................................................................................. 10 V/ The detail budget for “Easter at the Castle” event ............................................................................ 10 Small game:“ Dragon egg hunt ” ...................................................................................................... 10 Small game:“ Mediaeval siege ” ....................................................................................................... 10 Small game: “ Warwick Warriors” ..................................................................................................... 10 Small game: “ The Mighty Trebuchet” ............................................................................................... 11 Small game: “ The Flight of the Eagles” ............................................................................................ 11 Playground (Eggs, rabbits, crayons…) ............................................................................................. 11 The Chef team .................................................................................................................................. 11 Souvenir shop (Sponsorship with ConocoPhillips) ........................................................................... 12 VI/ Risk management ........................................................................................................................... 12 Feasibility ......................................................................................................................................... 12 2
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Acceptability ..................................................................................................................................... 12 Vulnerability ...................................................................................................................................... 12 VII/ Integration between marketing and operation ................................................................................ 12 VIII/ Conclusion .................................................................................................................................... 13 IX/ References ..................................................................................................................................... 13 3
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I/ Executive summary In this assignment, I will build a business plan to purpose create high profit and increase the number of sales. How to attract more customers of all ages? How to improve quality of Warwick Castle? What is about the analysis overall look at Warwick Castle? What is a good blueprint? How to implement project plan efficiently? I will answer carefully those questions in my assignment. II/ Introduction The castle stands on the banks of the River Avon, on what would originally have been the site of a fortification and riverside settlements constructed in 914 by Ethelfleda. Following the Norman Conquest in 1066, the original fortifications were replaced in 1068 by a Norman motte and wooden bailey. When the wooden fortifications were demolished and the stone castle began construction in 1260. Warwick Castle was bought by the Tussaud Group in 1978 and then in 2007 was taken over by Merlin Entertainments who now operate a lease for the castle. Today, Warwick Castle has become one of the most attractive tourism destinations for visitor, not only inside the country, but also welcome to the large amount of foreigners. III/ Overall look at Warwick Castle Audit Customers Who are the customers? Our customers are people at every age. But primary focus of 6-66+. Most of distribution is in the age of 6-15, 36-45 and 66+. Especially are young family, family with children, local people and customer oversea (USA/Canada). Where they can find information? They can find us by many ways. One of the ways is find information through TV, Newspaper and other communication channel. But the best way to find information of us is directly in our website at warwick-castle.com. In our website, they can find all information about us, such as upcoming event, opened time, ticket price….. What do the customers want? 4
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Of course, all of customers want an ideal location to service needs of them. They not only need an entertainment area, but also want an environment for enhance the relationships between human. They expect for a beautiful landscape, fresh air and some interesting activities. Moreover, the medieval castle is the most ideal place for all those who want to explore it. They also can
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