Ocean Park Marketing Project

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Management Project – A Two Years Marketing Plan for Ocean Park

Student Name: Chan Chi Keung Tommy Student Number: 052354 Spring Term 2008

Table of Contents
(A) (B) (C) EXECUTIVE SUMMARY …………………………………………………….………… P4 INTRODUCTION OF OCEAN PARK ……….…………………..………… …… P.5-6 MARKETING OBJECTIVE ………..……………………..…………………..……… P.7 1. 2. To attract more Mainland visitors in coming two years To sustain/ maintain Ocean Park as a world-class and must-see destination

(D)

SITUATION ANALYSIS ……..…………………………..……………………… ….. P.8-11 1. SWOT Analysis 1.1 1.2 1.3 1.4 2. 2.1 Strength Weaknesses Opportunity Threat Macro Industry Environment …………....………..………….....…….. P.12-14 I. II. III. IV. 2.2 I. II. III. IV. V. 3. 4. Political Forces Economic Forces Social Forces Technology Forces P.15-19 Potential Entry of New Competitors Potential Development of Substitute Products Bargaining Power of Suppliers Bargaining Power of Consumers Rivalry Among Competing Firms

Industry Analysis

Micro Industry Environment ……..…..……………….……..………….

Product Life Cycle ……..…………….…………..……………………..…………… P.20-22 Marketing Warfare ……..…………….…………………..………..…..…………… P.23-24

(E)

MARKETING STRATEGY – VALUE DELVIERY PROCESS
1. 2. 3. 4. 5.
Marketing Segmentation …..………………………….……………………………. P.25-26 Customer Needs Analysis …..………………………….…………………………... P.27-28 Competitor Analysis …..………………………….……………………….………… P.29-31 Market Positioning …..………………………….……………………….…………… P.32-33 Marketing Mix …..………………………….……………………….………………… P.34-39 5.1 5.2 5.3 5.4 Product / Service Price Promotion Distribution

(F) (G)

FINANCIAL STATUS ……….…………………………………………..…..…………...P.40 CONCLUSION ……………….…..………………………………..……..…..…………… P.41

A Two Years Marketing Plan for Ocean Park

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(H) (I)

FUTURE MARTETING PLAN – SHORT AND LONG TERMS ………....…..…………….……………………..……..…………….……… …… P.42-43 REFERENCE …..……………….…………………………..………..……..…..…………… P.44-49

A Two Years Marketing Plan for Ocean Park

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(A) EXECUTIVE SUMMARY
Ocean Park has established itself as one of the major tourist attractions in Hong Kong & Asia for 30 years. Their vision is “To be the world leader in providing excellent guest experiences in a theme park environment connecting people with nature”. Ocean Park has differentiated itself in the market through elements of entertainment, education and conservation. Apart from the bridge of the nature, its aim is to maintain a healthy financial status so as to lower the burden from Royal Hong Kong Jockey Club or other sources. My aims of this study is to find out how Ocean Park can be further improved their sales and continue to sustain their position as “Animal World – Love Animals, Love Ocean Park” from competitors and by providing educational enhancement with fun to cater any new competitions in coming 2 year as short term strategy. Also the study will analyze newly established theme park and its redevelopment master plan as long term strategy. Moreover, the study will analyze the plan on the transformation the current position into a world's best marine-based theme park and how they will further strengthen Hong Kong as a premier tourist destination. strategies, financial status will be also discussed in details. All the information will be collected from the official web site, press releases and various sources. Thus, in the study, Vision and mission of Ocean Park will be firstly explored then its marketing objectives. Product Life Cycle and Marketing Warfare. By using the marketing strategy such as value delivery process, marketing segmentation and targeting are identified. After analyzing customer needs and the competitors, marketing positioning and marketing mix will be proposed. Then financial status will be taken into the consideration. Followed by conclusion and future plan for next few years will be concluded in the study as well. A Two Years Marketing Plan for Ocean Park Page 4 of 49

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