Gathering information from the previous analysis and using the SWOT analysis model from Svend Hollensen’s Marketing Management – A Relationship Approach (2003), we were able to find the strengths, weaknesses, opportunities and threats of LEGOLAND® Billund. For the strengths and weaknesses we used the internal analysis which was presented previously in the project, because they reflect the internal situation of LEGOLAND® and for the opportunities and threats we used the external analysis, because they reflect the external situation of the theme park.
The sources on which the internal part of SWOT was made are the service management system, the customers’ reviews, Anton-Clavé’s book, Johns and Gyimóthy’s article and the information about the attractions, shops, food and beverage services, hotel facilities provided by the official website of LEGOLAND® Billund.
The sources on which the external part of SWOT was made are all the articles and web pages used to describe the political, economical, socio-cultural and technological environments used in the PEST analysis and the findings compiled in the Porter’s 5 Forces model about the suppliers, buyers, substitute products, new entrants and existing competition. 7.1.1. Strengths
These are represented by the fact that the park offers its visitors a unique experience, it is the first and original park, LEGO® is a popular brand, the attraction is especially designed for families, the activities provided challenge imagination, it is considered a great experience and it also provides special accommodation.
These are represented by high prices for the accommodation and entrance tickets, the fact that it is open seasonal, it represents a destination for only one time and the parents do not get the same satisfaction as their young children do.
The opportunities provided by the location are the fact that the existing resort can attract more visitors to the region, it...