Introduction:
Warwick Castle is a medieval castle developed from an original built by William the Conqueror in 1068. Warwick is the county town of Warwickshire, England, situated on a bend of the River Avon. The original wooden motte-and-bailey castle was rebuilt in stone in the 12th century. During the Hundred Years War, the facade opposite the town was refortified, resulting in one of the most recognisable examples of 14th century military architecture. It was used as a stronghold until the early 17th century, when it was granted to Sir Fulke Greville by James I in 1604. Sir Fulke Greville converted it to a country house. It was owned by the Greville family, who became earls of Warwick in 1759, until 1978 when it was bought by the Tussauds Group.
According to the case study, Warwick Castle has the paid admissions reaching 685,000 and is in the top 5 sites have the most in England. Although Warwick is a famous destination to visit, but it has many problems about management and those problems seriously affect to the tourist activities.
Executive Summary:
This report provides

Business Description: 1. Business Overview * Location: Warwick Castle UK is noted as one of the finest medival castles in England and now consider as one of the sought after tourist destinations. Warwick is a great place to visit and experience. Warwick Castle is situated in the town of Warwick, on a sandstone bluff at a bend of the River Avon. The river, which runs below the castle on the east side, has eroded the rock the castle stands on, forming a cliff. Because of its beautiful background, Warwick is always one of favorites. * Events:
Here are some events that recently held in Warwick Castle * The Castle Dungeon * Merlin: The Dragon Tower

* The Great British Weekend Summer Concerts * Summer at the Castle * Flight of the Eagles Show - located on the Oak Tree Lawn with show times of 12pm and 3pm. * The Raising of the Portcullis Show - Located on the East Front with a show time of 11am. * Trebuchet Show - located on the River Island with show times of 11.30am and 3.30pm * Sword in the Stone Show - located on the Oak Tree Lawn with a showtime of 1.30pm * Shakespeare's Secret Tour - Located in the Central Courtyard with a show time of 2.30pm

1. Customer: Being one of the top five tourist attractions in the UK, Castle attracts over 800,000 visitors a year with variety of choices for all visitors * Young Families – Pageant Playground and Princess Tower * Families with Children – Kingmaker and Dreamof Battle * 16 – 24s – Castle Dungeon, Towers and Ramparts * Overseas – State Rooms and Royal Weekend Party

Macro enviroment analysis

SWOT Analysis
SWOT refers to strengths, weaknesses, opportunities and threats. SWOT analysis is a process where the management team identifies the internal and external factors that will affect the company’s future performance. The company’s strengths and weaknesses are the internal factors. Opportunities and threats deal with factors external to the company--environmental factors. SWOT analysis is done as part of the overall corporate planning process in which financial and operational goals are set for the upcoming year and strategies are created to accomplish these goals. And in this case study, we will evaluate the Warwick Castle by using SWOT analysis. * Strenghts: one of the Warwick Castle’s greatest strength is in terms of its brand value and equity. Being part of the history, Warwick Castle were able to generate and build the tourist destination as historical, recreational site which advocates conservation of historical elements and modernising the tourist spots to meet the needs of the changing market. By merely encouraging various individuals, specifically those enthusiasts for historical matters, the theme park was able to draw the interest of various individuals and other market segments who in turn brought their families to the tourist destination. In this regard, the further strengthening of Warwick castle’s brand equity still remains as their future strategy was actually based on the trend of the market. Because of its medieval background, Warwick is very attractive for the tourists in all ages. Warwick has a large space so that it is easy to hold events here and of course Warwick has many events in some special days such as discount or game, music shows. * Weaknesses: A weakness of Warwick Castle is its weak as well as bureaucratic strategic management approaches. Accordingly, Warwick castle has been able to implement transitions even before, Nonetheless, prior to such new features considered in the last years, , Warwick Castle still remained to be slow in terms of change management approach,specifically in line with the preparation and adjustment to transitions in the business tourist industry environment. With the entry of other tourist spots and regeneration of the old ones, Warwick Castle experienced major downturn and loses.. In addition, the board members are also experiencing transitions in the previous years having new members which considers creative and innovative ideas. One more is Warwick doesnt have queues, it will be more pretty when Warwick have some. If we get queues for one part of the Castle we simply put out a sign suggesting people move on to the next attraction. And Warwick doesn't have off-peak rates for those not visiting around midday and maybe open earlier and close later.