Enchanted Kingdom Case study Essay
I. Point of View In this case, the group would take the perspective of the leading management/marketing administrator. This is because the group thinks the top management/marketing manager can strategize and initiate the required actions in this situation. 2. Market Scenario Analysis A. SWOT a. Opportunities – Visitors to arrive groups could be corporate (handling company wedding anniversaries, parties, product launches, firm and family outings, sport fests, wedding ceremony receptions, birthday parties, concert events and fundraising activities), travel (handling travel groups), and school (handling educational field trips, graduation balls, and prom nights) – Most those who visited the area were teenagers between 13 to twenty nine years of age. – A big chunk of the park’s revenues originated in its admission fees and retail procedures. – Constant demand for recreational activities – People celebrate diverse occasions most throughout the year – Increasing demand on semestral breaks and vacation of students – People are attracted on ordering group or corporate plans b. Risks – Dangerous economic conditions (currency crisis) in late 97 – Competition from other leisure establishments. – Fluctuating require – The Financial Crisis in Asia – People began cutting “unnecessary expenses” which include leisure bills – Rising and falling demands every throughout the year – Negative reactions of the disappointed customers – Competition from all other recreational organizations such as malls. c. Strengths – Leader theme park – world-class themed leisure, entertainment and entertainment – Eight ‘fantastic’ topic zones – Spacious property – Accessible to public (close to Metro Manila) – Tours imported coming from United States, Germany, and The japanese. – With musical entertainment (popular customer bands and in-house bands). – With fireworks display every weekend – Certified with the Foreign Theme Park Incorporation. (complied to international safety standards) – Highest requirements in safety, services, products, features, and sights – Crew members competed in Disney, UNITED STATES – Allowed to speak only fluent English at all times for his or her target market-AB class – Conducts frequent survey among customers making prior admission purchases – Park was open year-round from Mondays to Sundays except Maundy Thursday and Good Comes to an end during Ay Week. – Unlimited utilization of rides and attractions in the park. – Park owned food stores and souvenir stores g. Weaknesses – Almost several years since it last launched a new main ride or perhaps attraction (novelty of the place started to use off) – Plunged attendance by 97 – Protection made up the majority of its expenses – Usually took 30-40 minutes for the visitor to wait (waiting lines) for a main ride during peak conditions because of overcrowding – The park had to continue taking on fixed overhead costs to provide a very slender crowd during lean a few months – Past due and/or absence of any product sales blitz as posters and flyers to universities and colleges M. Product Life Pattern Introduction Upon opening, the EK started out at higher price yet the require is high Growth There is an increasing craze for the necessity since EK has been well- publicized Maturity There was a stable demand for time then took place due to important events that took place Drop The demand diminishes after financial crisis and inadequate publicity/promotion presents. C. Target Market The target market of Enchanted Kingdom mainly belongs to the AB class. After having two critical events in 97, the management decided to change their marketing plans, and targeted the general public like students, government workers, and those who are planning to have parties/celebrations/tours. D. Merchandise Positioning Captivated me Kingdom offers positioned itself as a Filipino leader in world-class themed leisure, recreation, and entertainment committed to provide guests of all ages a total and unique experience of fun and entertainment. E. Current Marketing Mix or Marketing plans a. Product Enchanted Kingdom offers consumers a world-class magical experience of entertainment and leisure through wide variety of very good outlets, fresh rides and attractions brought in abroad, wide selection of food stores, specialty outlets, and games center. Visitors could also move to the beat of live wire of musical entertainment from popular guest artists and in-house bands. And fireworks screen was readily available for public viewing every weekend. b. Physical Evidence Captivated me Kingdom has distributed syndication materials (i, e, print out ads, cartel, flyers) for services and discounts. c. Place The position is a 16. 6 ' land quite accessible to the public because it was simply 30km from Makati. d. Promotion 1997 second half the year Price-decrease First time EK visitors were given lesser entry fee on certain times and months 1997 April-May Twicket with Pepsi 97 August CALABARZON promo 97 August Govt Promo A special day was set aside for workers of government institutions, SSS, and GSIS. (100 entrance fee) 1997 Sept. 2010 Magic Take care of Promo 1998 April-May Barkada Treat Promo Summer getaway treat for students, walk-in friends with big entrance cost discount 1998 June-September Federal government Promo and Calabarzon Promo 1998 Semestral break Sembreak treat Promo For several tickets, two were given free of charge f. Process management How- To get the support, EK features two buyer segments. Such as walk-ins and others who pre-book their sessions through the revenue office as a group, be it natural or processed. When- every throughout the year inside specific times including maximum and nonpeak seasons Where- EK access location and online pre-booking g. Persons Internal-employees (crew members and staff received service schooling from Disney USA and are also advised to speak in progressive English at all times. External-customers (i. e. adults, children, senior citizens, students, govt employees) III. The Case Difficulty How does the top management/marketing administrator of the Captivated me Kingdom smooth out its demand throughout the year? 4. Case Goal This analyze aims to:? To effectively produce a strategy that might increase theme park attendance? To make certain theme park presence even-out during peak and nonpeak months all through the year? To increase the number of people see the park in spite of financial crisis and other challenges/threats both for the intended customers and the supervision itself V. Alternative Approaches to the Problem Substitute Courses of Action A. Addition of new significant rides and attractions inside the park. W. Adjusting of costs depending on the time, month, day time, or event. C. Extensive Promotions during non-peak seasons Alternative Advantages Cons A? Will inspire returning buyers.? Will attract more attendances and increase the demand for the playground? Will increase the customer’s satisfaction? Will provide even more thrilling and exciting new rides? Will give you more popular attractions due to further attractions? Too costly? Impractical intended for the supervision due to financing and fragile demand? Doesn’t necessarily strengthen the demand from the park. W? Will increase demand during maximum seasons? Is likely to make the demand carefully the same every? Will require total annual price preparing due to changing circumstances atlanta divorce attorneys season throughout the year? Will certainly avoid overcrowding? Will attract celebrants for numerous occasions on varying season? Will require the management to ensure just and fair savings to varying occasions C? Will increase the people’s knowing of the park? Will attract even more attendances? Is going to promote great image pertaining to the theme park? Will wide open possibilities intended for partnerships and collaborations as a swap of providers (i. electronic. entrance tickets)? Will strengthen demand during nonpeak months? Costly? Doesn’t necessarily bring about customer satisfaction? Customer’s promotional demands vary from an example of a customer to a new? May not reach all the goal customers NI. Recommendation Depending on the pros and cons table, alternative M is recommended. Rates will be adjusted depending on the season, month, day time, or celebration. Implementation Preparing: Surveys and past data could decide the demand in certain conditions, months, times or situations and then produce a price index from the demand records in the park. · Implementation Proper: Advertise and disseminate information about the new costs scheme the two online and offline. This will encourage surfers to go to the park during slim seasons because of the low price and definitely will even out the number of visitors during its maximum seasons. · Control: The special prices during celebration or period will be advertised. Price adjustments depending on the occasion or season will be continually advertised or perhaps disseminated almost all throughout the year. Research may also be conducted to screen the customer pleasure.
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