C/M/299. The Skytrek Aerial System Marketing Development Plan

The report develops a marketing strategy for the Crathes Castle and Estate in the North-East of Scotland and for its newly introduced aerial adventure system, Skytrek. The estate is currently one of the main attractions in Scotland boasting an impressive medieval castle and spectacular wild life scenery. However, mainly families and retired people presently visit it. The goal of the management is thus to draw younger people to the attraction and to raise awareness among them. The suggested strategy looks at four elements of the marketing mix, namely, the product, price, place, and promotion and makes recommendations as to how these can be improved or enhanced to achieve the goals set. The report also proposes the competitive positioning for the estate and Skytrek as well as suggests an appropriate strategy to be undertaken (differentiation, on the basis of the Bowmans strategy clock).