Research Paper on:
Marketing Plan for the Cutty Sark

Unformatted Sample Text from the Research Paper:
government help the Cutty Sark needs to be marketed in such as way that these funds can be raised. This paper analyses the macro and micro environment using a PEST  and a SWOT analysis and then looks at how this information can be used to develop a marketing plan which includes the development of product expansion and market expansion with  new events and products and new markets targeted. The budget is kept to a minimum due to the non profit status of the organisation and the need for funds in  both the short and the long term. 1. Introduction Tourism is a large market, with a great deal of potential to bring both visitors and associated revenue to attractions which  satisfy tourist needs. Many tourist attraction may also have educational functions, severing to inform and teach as well as entertain. This also extends to potential audience by extending the purposes  a visit may serve. The Cutty Sark is one of these attractions. Located in Greenwich just outside London, the Cutty Sark is a ship, a tea clipper. Built for John  Jock Willis and launched in 1869 at Dumbarton (Cutty Sark Society, 2003). The ship was to carry tea to china and later carry wool from Australia before being sold to  the Portuguese in 1895 and renamed the Ferreira. It was not until 1922 when a former mariner who had served his apprenticeship aboard the Cutty Sark saw her and bought  the dilapidated ship; Captain Wilfred Dowman bought the clipper for ?3,750 and refitted her (Cutty Sark Society, 2003). On his death the clipper was donated to the Incorporated Thames Nautical  Training College at Greenhithe and following the Second World War when she was not longer needed following a period of uncertainly, The Duke of Edinburgh formed Cutty Sark Society in