Theme Park Marketing
| |
|Services Marketing in Theme Parks |
|MGMT E-6020 | Fall 2011 |
| |
| |
| |
Submitted on Dec 12, 2011 by:
Zeynep Belge
Ellen E. McCarthy
Hassan Osman
Raghunathan T. Saranathan
| |
Table of Contents
I. Overview 3
II. Positioning and Value Proposition 3
III. Brand Identity 13
IV. Market Segmentation 19
V. Financial Information, Industry Reports and Recent Press 26
VI. 7 P’s: What to emulate, what to improve 30
VII. Appendices 35
VIII. Endnotes 37
Overview
According to a 2011 report, the amusement park and arcade industry in the United States includes about 3,000 establishments and boasts combined annual revenue of roughly $13 billion. Close to 85% of the combined annual revenue is generated by the 50 largest companies in the industry. Three of the largest companies include Walt Disney, SeaWorld, and Universal Parks & Resorts.[i] This analysis places focus on specific locations of these 3 larger companies: Magic Kingdom at Walt Disney World (Lake
|Services Marketing in Theme Parks |
|MGMT E-6020 | Fall 2011 |
| |
| |
| |
Submitted on Dec 12, 2011 by:
Zeynep Belge
Ellen E. McCarthy
Hassan Osman
Raghunathan T. Saranathan
| |
Table of Contents
I. Overview 3
II. Positioning and Value Proposition 3
III. Brand Identity 13
IV. Market Segmentation 19
V. Financial Information, Industry Reports and Recent Press 26
VI. 7 P’s: What to emulate, what to improve 30
VII. Appendices 35
VIII. Endnotes 37
Overview
According to a 2011 report, the amusement park and arcade industry in the United States includes about 3,000 establishments and boasts combined annual revenue of roughly $13 billion. Close to 85% of the combined annual revenue is generated by the 50 largest companies in the industry. Three of the largest companies include Walt Disney, SeaWorld, and Universal Parks & Resorts.[i] This analysis places focus on specific locations of these 3 larger companies: Magic Kingdom at Walt Disney World (Lake