Ocean Park Marketing Project
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)
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)