Recommend the changes that HBG should make to its marketing strategy to achieve its objectives of increasing membership and visitor numbers. Justify your recommendation.

Mark scheme

Marking points from the official mark scheme (May/June 2020). The mark or mark type is shown in brackets.

1. [Knowledge] Marketing strategy is a detailed plan of the company's marketing objective, budget and marketing mix
2. [Knowledge] The objective set will be the benchmark of success/failure as well as a major determinant of the marketing mix and the budget level
3. [Knowledge] Reference to situational analysis / market research as part of marketing
4. [Application] How product could be changed e.g. menus at the cafes could be modernised, improved play areas for children
5. [Application] Demand estimated to be price-elastic. 10% reduction in price could lead to 15% increase in quantity demanded
6. [Application] Promotions to attract grandparents with children
7. [Application] Need for high quality website allowing booking – link to families and international visitors
8. [Application] Technologies that could be used e.g. Apps developed with information on different properties
9. [Application] Marketing may refer to HBG's commitment to CSR
10. [Application] Change to promotion away from magazines for the older customer
11. [Analysis] Reducing price may lead to a more than proportionate increase in quantity demanded therefore increasing revenue
12. [Analysis] More visitors attracted will result in increased revenues for café / gift shop
13. [Analysis] Use of social media to increase awareness and appeal to younger target audience may be more effective than television advertising
14. [Evaluation] Justification of most important element of marketing mix
15. [Evaluation] Changes depend on sufficient budget being made available
16. [Evaluation] Most important group to target
17. [Evaluation] Danger of changes alienating older customers