Alongside, the analysis also revealed that the company has to re-engineer its visitor experience that is over decade old in order to increase the number of visitors and market share in the UK leisure industry.
The PEST analysis on the external factors influencing the business revealed that the company has to review its pricing policies and control costs in order to gain competitive advantage in the business. Furthermore, the analysis also revealed that the company meets most of the external factors like health and safety, etc making it evident that the company has a strong position in the target market and has strong future prospects for growth.
Attractions for leisure and recreation in the UK are increasing in geometric progression as argued by Isla Gower (2004). The increase in the driving habits of the people in UK with the increasing demand for new attractions has increased the need for an innovative and customer focused approach to this business segment of the leisure industry. In this report a critical Strategic analysis on the Deep Sea World attraction of Edinburgh is presented to the reader.
1.1.1: Objective 1: The report comprises of the SWOT analysis of the organization identifying the areas where the company should focus for increasing its potential in the business. The SWOT analysis also facilitates the ability to identify the company's current position in the market, which is essential to accomplish strategic decisions for the organization.
1.1.2: Objective 2: Alongside in order to identify the external factors influencing the business are analysed using the PEST analysis where the Political, Economic, Social and Technological factors external to the business is presented to the reader.
In order to accomplish the research effectively, an insight into the organization's mission statement is analysed prior to the stages of the objectives of the report.
2.0: Mission Statement Analysis
An investigation into the company's policies and business process methods, the mission for the organization that reflects its core strategies is as follows
'To make the interpretation of nature and art available to all'
The aforementioned mission statement identified from the organization's core strategies makes it clear that the company strives to accomplish business development through deploying innovation in the way of presenting the leisure attraction experience to the customers.
3.0: SWOT Analysis
Gerry Johnson and Kevan Scholes (2003) argue that the SWOT analysis of an organization is the most effective tool to identify its current position in the business with regards to the competition faced by the organization and its current business practices.
The location space and accessibility for the organization under debate - Deep Sea World is the major strength for the organization in the leisure market. The argument of the Richard lynch (2003) that the location is a critical element for the success of business especially in leisure attractions segment of the business justifies that this is a flagship element of the strengths of the organization. Furthermore, the availability of space