dolution

Case Study

BUTLINS HOLIDAY CAMPS

In the 1950s when Butlins holiday camps opened in the UK they were highly popular among the lower socio-economic groups. However, holiday patterns changed radically in the 1970s as increasing numbers of tourists were lured to the sunnier alternatives in Spain where they enjoyed higher standards of facilities and entertainment. Butlins was unable to prevent the decline in its market and was forced to close some of its camps (Brassington and Petitt, 1997).
Competitive activity becomes even more intense at this stage as the existing firms are chasing fewer customers to make their sales. There are a number of possible options for dealing with declining products which include milking or harvesting; phased withdrawal; contracting out or selling.