Ocean Park Analysis
Question 1 - What is the focus and what are the strategies being employed in the organisation’s marketing program?
1.1 Introduction – Ocean Park’s mission and core values
Ocean Park (“OP”) is the first theme park in Hong Kong and opened in 1977. It is a non-profit making organisation that aims to provide visitors a unique guest experience combining three elements of entertainment, education and conservation. With its long history and distinctive image, it has always been regarded as Hong Kong people’s park. To maximize attendance and improve financial performance, OP has implemented Redevelopment Master Plan (“RMP”) to continuously develop new attraction areas, improve entertainment facilities and introduce new educational program.
1.2 OP’s targeted segment Identify total market | People who are seeking guest experience in a theme park environment in Hong Kong | Segment dimension | Local visitors | Mainland visitors | Other overseas visitors | Segment profile | Corporate | Family | Teenager | Corporate | Family | Teenager | Corporate | Family | Teenager |
According to OP’s 2008-2009 Annual Report, it is clearly stated that it aims to offer an excellent tourist destination to visitors particularly family. In the meanwhile, OP has also placed increasing focus on Mainland visitors as they are the key driver force which has made up about 45% of its attendance in 2009. Therefore, we can conclude that OP is currently targeting Mainland family segment and it can be illustrated by the following diagram:
1.3 The value propositions
From the above analysis, OP’s value proposition is:
OP’s guest experience is worth preference over similar entertainment options in Hong Kong to Mainland family segment because of the uniqueness of its theme park experience offered to visitors.
1.4 The product life cyle
Sales & Profits
Time
Introduction
Growth
Maturity
Decline
Sales
Profits
Product
Development
Looking into OP’s life cycle as illustrated by the above
1.1 Introduction – Ocean Park’s mission and core values
Ocean Park (“OP”) is the first theme park in Hong Kong and opened in 1977. It is a non-profit making organisation that aims to provide visitors a unique guest experience combining three elements of entertainment, education and conservation. With its long history and distinctive image, it has always been regarded as Hong Kong people’s park. To maximize attendance and improve financial performance, OP has implemented Redevelopment Master Plan (“RMP”) to continuously develop new attraction areas, improve entertainment facilities and introduce new educational program.
1.2 OP’s targeted segment Identify total market | People who are seeking guest experience in a theme park environment in Hong Kong | Segment dimension | Local visitors | Mainland visitors | Other overseas visitors | Segment profile | Corporate | Family | Teenager | Corporate | Family | Teenager | Corporate | Family | Teenager |
According to OP’s 2008-2009 Annual Report, it is clearly stated that it aims to offer an excellent tourist destination to visitors particularly family. In the meanwhile, OP has also placed increasing focus on Mainland visitors as they are the key driver force which has made up about 45% of its attendance in 2009. Therefore, we can conclude that OP is currently targeting Mainland family segment and it can be illustrated by the following diagram:
1.3 The value propositions
From the above analysis, OP’s value proposition is:
OP’s guest experience is worth preference over similar entertainment options in Hong Kong to Mainland family segment because of the uniqueness of its theme park experience offered to visitors.
1.4 The product life cyle
Sales & Profits
Time
Introduction
Growth
Maturity
Decline
Sales
Profits
Product
Development
Looking into OP’s life cycle as illustrated by the above