Strategic Marketing Plan Report: Verdant Leisure Case Study Analysis

This report provides a comprehensive analysis of Verdant Leisure's strategic marketing plan. It begins with an introduction to strategic management, corporate strategy, and business strategy, setting the context for the case study. The report examines Verdant Leisure's strategic plan, including its mission, vision, and corporate objectives, such as growth and sustainability. It then delves into the company's business strategy, highlighting its buy & build approach and strategies related to workforce and environmental practices. The core of the report focuses on marketing theories, specifically the marketing mix (Product, Price, Place, Promotion, People, Process, Physical Evidence) and STP (Segmentation, Targeting, Positioning) strategies employed by Verdant Leisure. The segmentation analysis covers demographics, psychographics, geographic, and behavioral aspects, followed by a discussion on targeting and positioning. The report concludes that strategic management is crucial for formulating effective corporate and business strategies and emphasizes the importance of adapting strategies to achieve long-term success. References to relevant sources are also included.

Strategic
Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK ONE......................................................................................................................................3
Strategic Plan..........................................................................................................................3
Corporate Strategy..................................................................................................................4
Business Strategy....................................................................................................................5
Marketing Theories................................................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The role of Strategic Management is to formulate effective business strategies in order to
achieve long term objectives of the organisation. The strategy are devised according to changing
environment and customer behaviour. The effective business strategy helps the organisation to
gain competitive advantage in order to survive in the market. The main aim of the strategic
management is to maximise the profits of the organisation (Esfahani and Johnson, 2018).
Whereas Corporate Strategy is formulated by the organisation with the motive of attaining
competitive advantage over competitors in the marketplace for a long term. It helps the
organisation in effective delivery of its values and cultures to its customers and stakeholders. On
the other hand, business strategy focuses to meet organisational objectives. This strategy is
helpful in decision making and further beneficial to the organisation for long term. The report
examines the SME Company which is Verdant Leisure to access the corporate and business
strategic objectives. Thus, the report specifies the need of corporate and business strategy
accompanied by strategic plan to achieve organisational goals effectively and efficiently.
TASK ONE
Strategic Plan
A strategic planning helps the organisation in setting its desired goals i.e. devise the
mission and vision statement accompanied by its objectives and necessary action. Further the
plan includes the measures which is required to be taken in order to update strategic plan
according to the changing environment.
Executive Summary of the company
Verdant Leisure is a private company, work as a holiday park operator in Scotland and
North England and leading as fifth biggest operator in the UK. The company offers holidays
including self-catering services and holiday home ownership which is accompanied by the
luxurious features. Also company offers its customers the services of renting or buying holiday
home or caravan with excellent quality. The company offers memorable experiences to their
customers and further company explore new opportunities in order to achieve its desired goal
effectively.
Mission

The company aims to promote sustainable tourism by protecting and encouraging the
environment. The company focuses to make their parks environmental conscious so as to attract
customers.
Vision
The vision of the company is to satisfy the customer needs and wants. It aims to attract
customers by its values and culture in order to achieve its desired goals.
Corporate Strategy
These strategies are devised in the organisation to gain competitive advantage in the
market. The company is currently applying the strategy of merger acquisition. The company on
24th January, 2020 announced the acquisition of its tenth leisure park in order to expand its
portfolio. The strategy is formulated by the company with an aim to maximise its growth. The
strategy will help the company to gain strength and further will cut the competition in the
market.
Objectives of the Corporate Strategy
The main objectives of the company strategy are as follows:-
 Growth along with addition of value: The company also focus to grow its business by
buying properties and parks in order to provide better amenities to its customers. Further
the company has acquired five more parks with an aim to increase its equity.
 To Gain Sustainability: Another objective of the company is to cope in the changing
environment in order to sustain in the competitive market for long term. Company
formulates effective measures to grow and success in the marketplace.
Business Strategy
The strategy led the organisation to achieve its goals for long term. It helps the
organisation in its management process and in making effective decision. The business strategy
of the company is to continue and support the buy & build strategy. The company in its strategy
aims to expand and upgrade its existing parks in order to increase revenues. As the increase
demand of holiday cause the company to acquire Holiday Park at premium locations. Further the
other strategy of company are as follows:
 The company strategy is to continue supporting the management to acquire and build
parks and further upgrade in order to spike its revenues.

 Team Verdant HR strategy devised the policies in respect of the company's workforce
spread worldwide.
 The company organises annual conference, awards and other reward packages to
increase the morale of its workforce.
 The company is developing new strategies in respect of Economic, Social and
Governance (ESG) in order to increase its greener practices. Such practices includes use
of water loggers in park etc.
Thus, the Verdant Leisure devised its business strategies to acquire competitive advantage
as well as to sustain in the competitive marketplace.
Marketing Theories
MARKETING MIX
It is a marketing tool used by the company to make its product stable in the competitive
market. The marketing mix formulate the strategies to pursue the objectives of the company in
the changing market (Hussein, 2018). Verdant Leisure company use this tactic in order to make
the company stable in the market.
Product Strategy
This strategy helps the company to attain its objective of customer satisfaction
effectively. The product strategy makes the company to differentiate its products and services
from other competitive companies. Verdant Leisure company, a leading operator offers its
services in places of natural beauty attracting its customers to experience such holiday packages.
Each park has the amenities of swimming pool, hospital, health and safety and others. Thus, such
luxury experience with unique features helps the organisation to achieve its desired goals. Along
with maintaining quality the operator focuses the environment to provide better experience. The
company motive is to encourage 'Sustainable Verdant' by applying appropriate strategies.
Pricing Strategy
Generally price is referred as the value of product or services offered. Effective price is
required in order to attract consumers. The company adapted the skimming pricing strategies in
which it charges high price at the initial stage in order to attract customer to experience the
luxurious features and latter on lowers down the price. The company also apply geographical
pricing strategy depending on the park and pitch location and further offer exclusive discounts to
attract local customers.

Placement Strategy
This strategy focuses on easy access of the products or services. Verdant Leisure has
acquired more than eight leisure parks and became the leading operator in the UK. Some of its
leisure parks are located nearby the beaches and thus, attract the customers to enjoy the water
sports. As the company encourages its management strategy of buy and build. Thus, the
company build strong strategy in respect of regional and geographical location.
Promotional Strategy
The strategy includes activities like advertising, sales promotion etc. Verdant Leisure
Company launches campaign to boost its holiday packages and attract customers to achieve
mission and vision effectively. The company make uses of mails, newspaper advertising, poster
and banners. The company once launched spring sales campaign to influence customers towards
its holidays packages.
People
The main aim is to satisfy the customer and fulfil their needs by making their experience
memorable (Tukur and et. Al, 2019). The company puts its customer first by enhancing the
capabilities of its team members in order to achieve the objective of customer satisfaction. The
company promote its sustainable services by keeping in view the health and safety of its
customers.
Process
The strategy focuses on delivering of product or service to the customer. The company
made it easier by making such bookings with one click, this method increased the sales of the
company. The company is also coming up with new parks and innovative ideas in the selected
locations.
Physical Evidence
On seeing legal aspect, it is important for a customer to know and understand its brand,
whether it exist or not. Company has also formulated the privacy policy in respect of personal
data of the customers. Further in this pandemic situation, the company is following the
guidelines prescribed by the government.
SEGMENTATION, TARGETING & POSITIONING
STP marketing is an acronym of segmentation, targeting and positioning. This strategy
aims to devise segments of its customers, targeting such segmented groups and finally

positioning them according to their preferences to fulfil the customers upcoming demand
(Machado and et. al, 2018).
Segmentation
 Demographics: The company's holiday packages is suitable for all age group of
people, mainly it aims to attract young audience with its tag line #staycation. The
income is affected according to the feature the customers opt. For example rich
people opt the luxury feature.
 Psychographics: It focuses on bifurcating the segmented group based on the
interests, values, beliefs, lifestyles etc. The company aims not to detriment the
values of its customers and work in accordance with the local culture.
 Geographic Segmentation: The company has acquired numerous parks and
became the leading operator. The acquisitions in respect of geographic
segmentation creates a positive image of the company. Thus, puts a strong impact
on the company's image.
 Behavioural: Such customer behaviour depends on the packages provided by the
company. Thus, Verdant Leisure aims to satisfy its customers.
Targeting
The company targets those group of people who want to experience such holiday
packages. It targets the youth audience to explore the natural beauty accompanied by the
activities organised by the company. Youth gets easily attract to innovative caravan with its
luxury features and scenic view. Further occasional discounts and campaigns are organised by
the company which likely to attract local customers. Thus, such on sites facilities with luxury
amenities are available for all group of people.
Positioning
Imprinting the brand image in the minds of the customers in respect of product or
services is important as it creates consumer awareness and thus, helps the organisation to achieve
the desired goals (Hu and Trivedi, 2020). The company acquires skilled workforce in respect of
marketing and developing customer relationships. Thus, the company upgrade its strategy with
the changing environment to create awareness among the target customers.

CONCLUSION
From the above report it is concluded that, strategic management plays crucial role in
formulating corporate and business strategies of the firm. These strategies are used to construct
effective marketing theories in the entity in order to achieve the desired goals effectively and
efficiently. The above report examined one of the small and medium enterprises which is the
Verdant Leisure. An appropriate strategies are suggested according to its working in order to
meet its objectives. The strategic management help the company to segment, target and position
its brand. Thus, the company is required to encourage strategic management by opting effective
strategies to get successful for long term.

REFERENCES
Books and Journals
Esfahani, L.M. and Johnson, L.W., 2018. Stakeholders’ Engagement and Strategic
Management of Social Media. Journal of International Business Research and
Marketing. 3(6). pp.47-56.
Hu, F. and Trivedi, R.H., 2020. Mapping hotel brand positioning and competitive landscapes by
text-mining user-generated content. International Journal of Hospitality
Management. 84. p.102317.
Hussein, M.D.D.M., 2018. Effect of strategic decision entries in the marketing mix-field
research in the General Company for Electrical Industries. Journal of Administration
and Economics, (115).
Machado and et. al, 2018. Optimal positioning of optodes on the scalp for personalized
functional near-infrared spectroscopy investigations. Journal of neuroscience
methods. 309. pp.91-108.
Tukur and et. al, 2019. Marketing Mix and Students’ Enrolment in Private Universities in Kwara
State, Nigeria. Makerere Journal of Higher Education. 10(2). pp.53-63.
Vorobyov and et. al., 2019. A Unified Methodology of Strategic Management and a Knowledge
Management Model. TEM Journal. 8(2). p.554.