Case study

Topics: Marketing, Social class Pages: 4 (1148 words) Published: December 5, 2013
I. Enchanted Kingdom: The Magic Is Here
II. Executive Summary
An “imported” image it got accredited with the International Theme Park Inc. was the primary marketing point in the conceptualization of Enchanted Kingdom that complied with international safety standards, With AB social class as its target market to reach in line with their goals. It invested heavily on resources to make it meet international standards, rides were imported from abroad and crew are trained from Disney, USA. Initially, the admission price was at high end as it was catering to the high social classes in the country but after economic crisis it adopted marketing strategies that cater to other social classes.  III. Background

Enchanted Kingdom is the pioneer theme park in the country, boasting seven fantastic theme zones, and imported rides and attractions. Enchanted Kingdom economic conditions prevailing in the late 1997 that the company deferred its expansion plans, facing problem like how to even out demand throughout the year?, how customers avoid spending too much time waiting for the major rides and how the park boost park attendance. IV. Review of Related Literature

Enchanted Kingdom is the pioneer theme park in the country, boasting seven fantastic theme zones and imported rides and attractions. It is located in Sta. Rosa, Laguna, Philippines. It is 26 kilometers away from Makati, It is a proud member of the International Association of Amusement Parks and Attractions. It also got accredited with the International Theme Park Inc. to ensure that it complied with international safety standards. Aside from its 21 rides and attractions, all of which were imported from the United States, Germany, and Japan, there were a variety of food outlets, specialty shops and video games centers.  To ensure its safety standards all crew working in the theme park received “service” training from Disney, USA. One of Enchanted Kingdom main problems...
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