Strategic Marketing Plan for Six Flags
SIX FLAGS
AMERICA’S FAVORITE THRILLS
"GO BIG! GO SIX FLAGS!"
Proposal:
Strategic Marketing plan for SIX FLAGS
September 2012
* Table of Contents
1.0 INTRODUCTION 3
2.0 ANALYSIS 4
A) EXTERNAL ANALYSIS 4
I) PEST ANALYSIS 4
II) PORTER FIVE ANALYSIS 6
B) INTERNAL ANALYSIS 7
I) VALUE CHAIN ANALYSIS 7
II) INTERNAL STRENGTHS AND WEAKNESS 10
3.0 STRATEGY FORMULATION:ALTERNATIVES 11
I) MARKET DEVELOPMENT: FINDING ASIAN PARTNER 11
II) PRODUCT DEVELOPMENT: CUTTING THE COST 13
4.0 sTRATEGY IMPLEMENTATION 14
I) COST BENEFIT ANALYSIS 14
II) MARKETING MIX 17
III) HR PLAN 21
REFERENCES 22
WORD COUNT= 4083(excluding citation and reference)
1. INTRODUCTION Six flags is the world’s largest amusement park based on the holding of properties and 5th largest entertainment place based on its visitor attendance In 2009, six flags served 23.9 million guests; it is the largest by any Entertainment corporation. Company carries 14 properties in United States which includes water parks, thrill parks, games and family entertainment Centres. (Themeparkpost.com, August 30, 2012). Angus Wynne founded six flags Entertainment Corporation in the year 1961. It was just started as Theme park at first, but now it offers amusement parks, games, restaurants, Zoological parks, children areas, concerts and shows. It is a public listed company and listed on Newyork Stock Exchange (NYSE). This form has its corporate office in Newyork and headquartered at Texas. It is active in three countries such as United States, Canada, and Mexico with 39 operating parks. James Reid-Anderson is the current chairman and Al Weber is current CEO of the company. (USA Travel guide, 2012)
Company’s net income is 13.14 million (2011) and Revenue seems to 1.013 billion (2011). It carries about 1900 full-time employees and 27,000 seasonal employees. It carries a debt of 120 million, due to the lack of cash-flow. (Six flags, 2012).
MISSION STATEMENT
“To deliver
AMERICA’S FAVORITE THRILLS
"GO BIG! GO SIX FLAGS!"
Proposal:
Strategic Marketing plan for SIX FLAGS
September 2012
* Table of Contents
1.0 INTRODUCTION 3
2.0 ANALYSIS 4
A) EXTERNAL ANALYSIS 4
I) PEST ANALYSIS 4
II) PORTER FIVE ANALYSIS 6
B) INTERNAL ANALYSIS 7
I) VALUE CHAIN ANALYSIS 7
II) INTERNAL STRENGTHS AND WEAKNESS 10
3.0 STRATEGY FORMULATION:ALTERNATIVES 11
I) MARKET DEVELOPMENT: FINDING ASIAN PARTNER 11
II) PRODUCT DEVELOPMENT: CUTTING THE COST 13
4.0 sTRATEGY IMPLEMENTATION 14
I) COST BENEFIT ANALYSIS 14
II) MARKETING MIX 17
III) HR PLAN 21
REFERENCES 22
WORD COUNT= 4083(excluding citation and reference)
1. INTRODUCTION Six flags is the world’s largest amusement park based on the holding of properties and 5th largest entertainment place based on its visitor attendance In 2009, six flags served 23.9 million guests; it is the largest by any Entertainment corporation. Company carries 14 properties in United States which includes water parks, thrill parks, games and family entertainment Centres. (Themeparkpost.com, August 30, 2012). Angus Wynne founded six flags Entertainment Corporation in the year 1961. It was just started as Theme park at first, but now it offers amusement parks, games, restaurants, Zoological parks, children areas, concerts and shows. It is a public listed company and listed on Newyork Stock Exchange (NYSE). This form has its corporate office in Newyork and headquartered at Texas. It is active in three countries such as United States, Canada, and Mexico with 39 operating parks. James Reid-Anderson is the current chairman and Al Weber is current CEO of the company. (USA Travel guide, 2012)
Company’s net income is 13.14 million (2011) and Revenue seems to 1.013 billion (2011). It carries about 1900 full-time employees and 27,000 seasonal employees. It carries a debt of 120 million, due to the lack of cash-flow. (Six flags, 2012).
MISSION STATEMENT
“To deliver
References: 2. Joshua M Wiener and Jane Tilly,(1996) Oxford Journals, “International Journal of Epdemiology”, Volume 31, Issue 4, page 776-781. 3. Pierson K Weber 2011, “Porter five forces on theme park” Tuesday March 8, 2012. http://mpierson18.blogspot.sg/2011/03/seca-1b-porters-5-forces-in-theme-park.html [Accessed on 15/08/2012]. 4. Oswald A Mascarenhas, Ram Kesavan, Michael Bernacchi, “Customer value-chain involvement for co-creating customer delight.” The Journal of Consumer Marketing. 2004, Nov 10; 21(7):486-496. [ Accessed on 21/08/2012] 5 6. Darien Lake (2007), “New products at IIPAA”, Themeparkpost.com, http://www.themeparkpost.com/index/2012465-two-new-products-from-water-wars-at-iaapa-2012 ;Accessed on [02/08/2012] 7 8. Kathryn Hopkins (2012), “World’s richest persons: Asians at the top”, “The times” http://www.thetimes.co.uk/tto/money/consumeraffairs/article3551189.ece ; Accessed on [ 20/09/2012] 9. Kevin.H.James (2012), “The highlight of attractions; Hong Kong, Asia’s world city”, discoverhongkong.com, http://www.discoverhongkong.com/eng/see-do/highlight-attractions/index.jsp ; Accessed on [25/09/2012] 10