Ocean Park Marketing Project

Satisfactory Essays
Topics: Hong Kong, Marketing
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

Page 2 of 49

(H) (I)

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

A Two Years Marketing Plan for Ocean Park

Page 3 of 49

(A)

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