Bits

TOWs Strengths  Alton Towers will be opening a ‘ground breaking’ virtual reality rollercoaster with a space theme in April (Smithers, 2016  They currently have 11 brands established worldwide (Our Brands, 2016)  New Hotels in attractions.  Merlin have... More

TOWs Strengths  Alton Towers will be opening a ‘ground breaking’ virtual reality rollercoaster with a space theme in April (Smithers, 2016  They currently have 11 brands established worldwide (Our Brands, 2016)  New Hotels in attractions.  Merlin have seen a rise in profits despite the Alton Towers accident. (BBC NEWS,2016b)  high growth in international tourism (Merlin Entertainments, 2015).  Increasing trend in developed markets towards multiple short breaks at home (Butler ,2016) Weaknesses  There has been adverse media coverage since the Smiler crash in June 2015 (Lynch, 2015, b)  25% drop in visitors in 2015  Merlin’s forecast earnings are now predicted to be between £40m- £50m, down from £87m (Hutchison, 2015).  Merlin shares were down almost 6% in early trading following the crash (Hutchison, 2015), Opportunities  Corporation tax is due to be cut from 20% to 17% by 2020 (HM Treasury, 2016)  BREXIT has forced the price of the pound down, meaning holidays abroad are no Less