Enchanted Kingdom
“The Magic is Here “
(Case No. 3)
A requirement for the course MBA 209 030 (MARKETING MANAGEMENT)
Under Prof. Gorgonio T. Parroco, Ph. D.
Submitted by:
MARY CHARISS T. ALIAS
JOCELYN C. BOCAFIGURA
ERIC JOHN T. COÑATE
FRIDA LEN B. PALERMO
JOCELYN YNCHAUSTI
July 21, 2012
I. SUMMARY
An “imported” theme park image was the primary marketing point in the conceptualization of Enchanted Kingdom. With class AB as its target market, the park 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. The growing popularity of shopping malls had also become a challenge in maintaining park attendance. New marketing strategies should be considered in order for the park to be viable and to be able to expand further.
II. STATEMENT OF THE PROBLEM
How to increase and level park attendance to ensure viability and expansion of Enchanted Kingdom?
III. ANALYSIS AND DISCUSSION:
A. Strengths:
1. Seven fantastic theme zones
2. 21 rides and attractions imported from USA, Germany and Japan
3. Fireworks display every weekend
4. Accredited by International Theme Park Inc.
5. Crew members received training from Disney USA
B. Weaknesses
1. High admission price
2. Long waiting time for a major ride
3. Fluctuating Demand
4. Thin crowd during lean months is unable to compensate for the fixed cost
5. No new rides for added attraction
C. Opportunities
1. Ample space for further expansion
2. Class C(middle class) and D(lower middle class) can be targeted more to increase attendance
3. Certain seasons help boost number of guests
D. Threats
1. The emergence of shopping malls, movies houses and resorts, specifically Splash Island
2. Weak demand
3. Regional
(Case No. 3)
A requirement for the course MBA 209 030 (MARKETING MANAGEMENT)
Under Prof. Gorgonio T. Parroco, Ph. D.
Submitted by:
MARY CHARISS T. ALIAS
JOCELYN C. BOCAFIGURA
ERIC JOHN T. COÑATE
FRIDA LEN B. PALERMO
JOCELYN YNCHAUSTI
July 21, 2012
I. SUMMARY
An “imported” theme park image was the primary marketing point in the conceptualization of Enchanted Kingdom. With class AB as its target market, the park 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. The growing popularity of shopping malls had also become a challenge in maintaining park attendance. New marketing strategies should be considered in order for the park to be viable and to be able to expand further.
II. STATEMENT OF THE PROBLEM
How to increase and level park attendance to ensure viability and expansion of Enchanted Kingdom?
III. ANALYSIS AND DISCUSSION:
A. Strengths:
1. Seven fantastic theme zones
2. 21 rides and attractions imported from USA, Germany and Japan
3. Fireworks display every weekend
4. Accredited by International Theme Park Inc.
5. Crew members received training from Disney USA
B. Weaknesses
1. High admission price
2. Long waiting time for a major ride
3. Fluctuating Demand
4. Thin crowd during lean months is unable to compensate for the fixed cost
5. No new rides for added attraction
C. Opportunities
1. Ample space for further expansion
2. Class C(middle class) and D(lower middle class) can be targeted more to increase attendance
3. Certain seasons help boost number of guests
D. Threats
1. The emergence of shopping malls, movies houses and resorts, specifically Splash Island
2. Weak demand
3. Regional