Analysing And Measuring: Wildland Park In Dorset UK Case Study

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Introduction Of Analysing And Measuring The Case Of Wildland Park In Dorset UK Case Study

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The position and situation of an organization play a critical role in its success and failure. The market position is the company's brand image and its products. The position of a company is good if the products of the company have a good brand image, which means the market quickly recognizes the product only through its name or through looking at the product. Kotler (2010) points out that positioning determines how the customers define the product regarding the product's quality. The customer's belief in a product in his mind is known as a competing product. Wildland Park has a strong market position as it is the only zoo in the area it is operating. Further, the Park has several good products which have a very strong brand image. 

About Wildland Park

Wildland Park is a very popular tourist spot located in the city of Dorset. Dorset is a southwest county in the UK that is known for being abundant with natural resources. Casterbridge Hall is home to a wildlife park that draws people from throughout the globe. Since Lord Wessex acquired control of the Park more than 50 years ago, it has been his principal source of revenue. The need for a theme park in the South West of England was obvious, and Wildland Park was developed in 1985 by Lord Wessex, who saw the demand. Because of Casterbridge Hall, the home of famed novelist and friend of the 18th Earl Wessex. However, today the famed Park is in a state of despair. 

Analysis and Evaluation

The latest pandemic (Covid19) has shut down all businesses through a lengthy lockdown worldwide, and the WildPark was shut down as well. However, the lockdown is lifted now, and WildPark can once again open its zoo to the people. However, the pandemic has reduced the earnings of the Park, and so the maintenance of the Park was solely the responsibility of its owner, and so now to he seeks to make implement some new strategies that would allow him to earn more income. The marketing mix 4ps will provide a deep insight into the position of WildPark's products, pricing, place, and people. Based on this, Lord Wessex can make implement his strategy using the 4ps as the guidance. The marketing mix of WildPark is as follows: 

The 7ps Marketing Mix

Palmatier and Sridhar (2017) View the four perspectives will be a helpful beginning point for establishing a more unified marketing approach, which is also connected to several other missions of organizational context like strategic values and tasks and organizational support.

Products:Some Enhancements and breakthroughs are in the commodity included in this framework, which could be a basic and new Recipe for retail goods or as major as an industrial advancement, much like the latest tech generation. Considering decent quality wrapping is a significant component of an overall consumer experience. (Spence and Velasco, 2018), as it is more important than its lack of packing consciousness, encouraging consciousness, whatever branding or wrapping has been included within the products'' inside the four perspectives.

Position:As per Kai Li and Hung Hung (2007), the venue is just a marketing strategy that characterizes a venue's viewable, and transportation is easily available. The venue can emerge as a diversified trend generated by a business at every destination by combining awareness; accessibility increases value for customers. According to Kotler et al (2005), the location comprises all most all of the company's operations to make all products available to consumers.

Pricing:Obviously, price is a crucial part of the marketing mix, as current prices are practical and effective (Ebrahim et al., 2016). Goods and services are often thought to be marketed in a reasonable provided profit for a business. Still, pricing is also psychological, as individuals are expected to link certain prices with certain commodities.

Promotions:Any new initiative that enhances the value of the brand, as well as services throughout the market, and primarily along with the desired group of consumers, is considered publicity (Kotler, 2019). Throughout this perspective, promotion includes all forms of direct sales, advertisements, publicity, which is an effective way of promotional innovations like marketing strategy, and social and personality impact. In addition, advertising is a very good method of generating awareness and telling a story about a brand or product to inspire customer satisfaction.

People: Individuals buy from people because this can have a special attachment even though it's not always visible. While close interpersonal marketing is a clear example of people buying from people, incredibly talented salespeople are active or passive. To establish a high-profile marketing strategy or advertising campaign which can shape consumer preferences and consumer demands and needs well within the industry.

Processes:Processes are essential goods, particularly if the goods are serviceable and are also given remotely or electronically (Calder et al., 2018). This healthy process would then ensure that products are given to the appropriate client in good and excellent condition. As well as, customer care can adopt to start building a business relationship with customers, which is valuable for future marketing activities. Although software may allow reciprocal relationships between the consumer and the organization or product, this plays a very important role in creating a good organizational structure.

Physical evidence:Backlinks to such greater product and service. Sit et al (2018) argues that using examples of high-quality packaging or the omission of packing when acceptable to explain how well these physical conditions impact the behaviour of customers. Throughout an experimental study, considering customers entering into a high-end store or business where the hard evidence of greater and well-presented merchandise and well-presented staff (people) demonstrates this concept. 

Source: (Author, 2022)

To tailor the marketing mix to the needs and wishes of different target groups, the firm's brand position has been built to have a competitive advantage. A company's position in the market may be tailored by purchasers depending on how a brand promotes itself. To use the marketing mix more successfully, a company's branding and competitive landscape goals with potential consumers must be well defined and communicated (Perreault, Cannon, and McCarthy, 2008).

Situation and Strategic Priority

Wildland Park first opened its doors in the 1960s; it was the only significant tourist attraction. In addition to Corfe Castle and Kingston Lacey, the National Trust owns several other historic locations more suited to couples in their 50s and 60s or middle-class families. It is just a few miles away from Stonehenge, a UNESCO World Heritage Site located in Wiltshire, that an important tourist attraction exists. Even though Stonehenge and the Roman Baths, two of the world's most famous tourist destinations, are situated in Bath, the distance between them and Dorset, the only notable tourist attraction in the region, is a significant factor. According to Mintel (2021b), the fact that greenhouses are, by definition, completely outdoors has likely helped to their appeal and durability as a tourist attraction during the pandemic. Although seeing a 16-percentage point dip in popularity between August 2019 and July 2021, historic buildings nonetheless hold on to their position as the second most popular kind of tourist attraction behind gardens. According to Mintel, rising living expenditures will change consumer behaviour, with families, in particular, seeking the best bargains to save money.


Wildland Park is well-positioned as a leading tourist destination in the UK, and this advantage Wessex should focus on as it is one of the Park's biggest strengths. Lord Wessex can take advantage of the future plan to develop the tourism industry in the UK the government, and so the plan to build more new attractions like the theme park and bring new animals to the zoo is a good future plan by the Lord. However, along with this, it would be highly recommended that the Park uses strong promotional strategies to cause awareness among the people so that the Park can draw more crowds than it did before the pandemic. 

There are two reasons that Lord Wessex should bank on to attract more visitors, the first being that the local tourists' interest has been on the rise, and the second motivational fact is that the Park will have more additional things to visit, view, and enjoy. Previously, it was only the children that were drawn to the Park due to the animals, and the young went to the theme park, but now with a theme park being added, Wildland Park can expect to draw in more visitors. According to Mintel (2021a), the tourism industry has boomed immediately since the lockdown lifted in 2021, with its market value going up by 41 percent. However, there was a drop in international visitors, but a substantial rise in the local visitors. 

The tourism agencies have been receiving online enquiries, up to 36% of adults suggesting that they would be interested in some leisure activities, while around 60% are looking to purchase combined tickets to visit several sites in one trip. It should be recommended that the Wildland Park does not neglect the local tourist's interests and provide them with satisfactory packages. The Chinese tourist department has grown to churn in huge economies due to its investment in local tourism. Hence, Wildland Park should not neglect their local customer and support them to visit, learn and be more aware of their country and heritage. 

Leadership can be the driving force to make an organization succeed and, at the same time, fail. Hence, it is necessary that the leaders of Wessex are smart, innovative, creative, and quick in making decisions. The reason for these characteristics is needed to most as Wessex plans to reopen after the lockdown is lifted. The initiatives planned to be taken by Laura Braithwaite and Kevin to shift from dairy farming to opening a farm park in the region. Laura and Kevin realized that their city had no farm park and so they decided to step into the leisure business. The prime target is the preschool and the local people, as the demand for leisure activities has grown in the UK after the pandemic. 

The leaders of Wildland Park need to understand that this move by Kevin and Laura would mean that a new competitor is entering the market. Thus, the leaders of Wildland Park need to make quick decisions on the strategies to manage the rising competition. The first thing that Lord Wessex should consider is to hire leaders that are able to motivate and engage the employees to a high level. Motivated and engaged employees can maintain a competitive edge even in intense competition. Innovation and creativity should also be part of Wildland Park in order to stay ahead of its competitors. Wessex should hire leaders that are highly creative and have a tendency to continuously innovate new products, policies, and offers. As pointed out by Tidd and Bessant (2009, p. 4-16) that creativity and innovation are crucial for a business as it is the talent through which the leader can identify and recognize new opportunities. 


Another significant corporate-level strategy that can help organizations in improving their performance level is their technological advancement, which has played a significant role in contributing to the growth of the company worldwide, especially in the 20th century (Campbell and Goold, 2014). The use of the best technology has helped several organizations to perform well in the local and global context. The use of technology as a corporate strategy has allowed the company to transport a large number of its products to nearly every country worldwide. Further, technology is used by the company to reduce operation and functional time as well as company expenditures. Technological strength has allowed organizations to even produce newer products quickly and efficiently. 

Risks and challenges 

Every business should know the risks and challenges that are involved in the strategies they are about the implement. Wildland Park will have several risks and challenges despite being in a very strong position in the UK. The management of Lord Wessex needs to monitor and evaluate these risks in order to avoid loss as he ventures out to resume business after the lifting of the Covid19 lockdown. The risk and challenges of WildPark will be measured through Porter's five forces, which will determine the areas where the Park can be threatened and at risk. 

Porter's Five Forces

Porter's five forces is a concept developed by Porter in the year of 1985. The model has five fundamental points that are very changeable according to individual factors that happen in a firm. According to Grundy (2006), a company faces basic five competing forces that challenge the company and risk its survival in the market. The five forces are the suppliers, customers buying power, new entrants, the rise of substitutes, rivalry with existing competitors, and lastly, the bargaining power of suppliers. 


Threats of Substitutes

Substitutes are products that can replace or alternate for the company's products or services. Due to the high level of competition, companies generally introduce several products to draw every type of customer. However, this sometimes becomes a challenge to the company as the numerous substitutes increase. Further, the other rival companies can also copy other products, which would bring the prime company to loss. Wildland Park will face this risk as new entrants enter the market, which will directly impact the pricing process of Wildland Park. 

The threat of new Entrants

The leisure business is gaining popularity in the UK, and so there is a chance for more new entrants to enter the market. For example, Laura and Keven already have planned to set up a farm park with a music system to attract people. Further, since the market is very healthy and proves to be a very good business to enter, it may encourage many more new entrants. In addition, several other farmers like Laura and Keven may move into the leisure business with their farms since farming is not being fruitful as expected. 

Competition among current Rivals 

The competition that Wildland Park faces is not very high, and it enjoys a monopoly with its zoo, which does have a good reputation and attracts many visitors. However, since it's a monopoly and it has a healthy earning ability, it can cause its existing rivals to adapt their strategies and products as well. It does not take long to copy a successful product as it has been done in the past before by several companies, and it is even done today. 

Suppliers Bargaining Power

The bargaining power is low in the leisure sector in Dorset since there are not many theme parks and zoos around. Hence, the bargaining power of the suppliers is not high, and the bargaining power is retained by the Wildland Park and the other theme parks around Dorset and other parts of the UK. This is a strong advantage to the leisure industry in the UK because Bruiji (2018) argues that the higher the bargaining power of the supplier is so more they can influence the prices and quality of the product. However, with low bargaining power, the supplier cannot have much influence on the rates and quality of the products. 

Consumer Purchasing Power

Till now, the purchasing power of the customers is low in the leisure industry in the UK because the customers do not have much to choose from. Further, the zoo in the UK is a monopoly as there is only one zoo, and that is Wildland Park. The theme parks, too, are very few, and the customers do not have many options to ask for, so their purchasing power is very low. However, this can change fast if there is a shift in the leisure sector. Though the Covid-19 epidemic made the service-based business fragile,, he may need to diversify within the tourism sector or into other, more resilient businesses. It should come as no surprise that Wildland Park is one of the most well-known zoos in the country,


The 7ps theory provides the concerned organisation with a deep understanding in regards to the strengths and weaknesses of their products, price, place, promotions, people involved, process, and physical evidence. This process covers nearly all the factors that are part of the company's internal activities and processes. The company that studies this can gain a deeper understanding of their products and the way it is promoted to the customers through a particularly chosen process. However, the concept's focus is mostly internal, and it does not measure the external factors that dodo have an influence on the business. 

Factors like the political influence on a business and how it frames the decision-making ability of a company. The process also fails to measure their competitor's strengths and weaknesses, which means the concept will only allow a business person to enter into a business but would fail to throw light on the risks and challenges that the business rivals can produce. The 7ps concept even helps the manager of a company to focus on the people that would be involved in the company. However, it does not give much importance to the experience, talents, and skills needed by the people to establish a highly creative and innovative workforce. Wildland Park has good plans, and their progress would surely witness good results. However, there are several chances as well where the plans of the management could fail. Challenges, risks, and a lack of good leaders can easily fail the best strategies. Lord Wessex is not focusing on the facts of hiring talented leaders, not studying their competitor's strengths and weaknesses. 

Lack of creativity and innovation will increase the chances of losing customers to better innovative and creative products. Products that can meet the demands of customers through creativity and innovation will draw more attention than with the 7ps concept. Even if the management of Wildland Park uses the 7ps first option, which is the product, the production of a suitable market product would not be easy to be produced. However, the product may be produced with long durability, genuine tools and techniques, attractive looks, affordable prices, and the best quality. Still, it can lack and lose out on a huge market share, but if the workforce is creative and innovative, the company would enjoy much liberty and be assured that it can compete with its rivals.


Lord Wessex is open to new initiatives as long as they are well-supported by evidence. Due in part to Lord Wessex's image as a 'Swinging London' hero and that it is one of the most visited attractions in the country. The lockdown has been lifted, and now the Wildland Park looks to reopen and earn good profits. The scope for good business and high returns is promising as the tourism sector has seen an increased interest among the people in the UK. 

The interest among the local people has risen very high as well after the lockdown lifted. The owner of Wildland Park plans to add new products to the Park in order to attract more visitors. However, it is necessary for the Park to consider the risks and challenges that are highly possible. The Park should also review and evaluate its plan and new strategies as they are about to implement them when the Park reopens. Wessex should consider more recommendations as he hires new leaders and managers for the Park. 

The more innovative and creative ideas available will provide more strength to the Park. Further, creativity and innovation will reduce the rising competition and risks and challenges. The leaders will also be able to motivate, engage, increase work satisfaction, create strong organisational cultures, teamwork, and higher performance and more efficient products and services. Hence, it is necessary that Wessex selects and recruits its leaders and managers efficiently. 


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