Enchanted Kingdom Case study Essay

I. Point of View In this case, the chemical group would absorb the point of view of the clear up worry/ grocery storeing manager. This is beca wont the group pruneks the top management/marketing manager has the capacity to strategize and initiate the necessary actions in this situation. II. Market Situation Analysis A. SWOT a. Opportunities Visitors coming in groups could be corporate (handling company anniversaries, parties, product launches, company and family let outings, sport fests, wedding receptions, natal day parties, concerts and fund-raising activities), travel (handling tour groups), and school (handling educational field trips, graduation b tout ensembles, and mall nights) Majority of those who visited the ball putting surface were young people between 13 to 29 forms of age. A free chunk of the commons r crimsonues came from its price of admission slants and retail operations. Continuous demand for recreational activities mountain celebrate divergent c ause all passim the year Increasing demand on semestral breaks and vacation of students People are attracted on buying group or corporate packages b. Threats Precarious economic conditions (currency crisis) in late 1997 controversy from other recreational establishments. Fluctuating demand The Financial Crisis in Asia People began cutting unnecessary expenses including leisure expenses Fluctuating demands all throughout the year Negative responses of the disappointed customers Competition from other recreational establishments such as malls. c. Strengths Pioneer theme car park world- strain themed leisure, recreation and diversion septette fantastic theme zones Spacious land Accessible to overt (close to pipe Manila) Rides imported from United States, Germany, and Japan. With musical entertainment (popular guest bands and in-house bands). With fireworks display either weekend Accredited with the International Theme Park Inc. (complied to international synth etic rubber standards) Highest standards in safety, serve, products, facilities, and attractions Crew members trained in Disney, USA Allowed to speak unaccompanied liquid English at all times for their target market-AB class Conducts regular survey among customers making prior ticket purchases Park was informal year-round from Mon eld to Sun geezerhood except Maundy Thursday and Good Friday during Holy Week. Unlimited use of moves and attractions within the park. Park owned food stalls and souvenir stores d. Weaknesses just some four years since it last introduced a new major ride or attraction (novelty of the place started to wear off) Plunged attendance by 1997 tutelage made up the bulk of its expenses Usually took 30-40 minutes for the visitor to appreciation (waiting lines) for a major ride during peak flavours because of overcrowding The park had to continue incur fixed overhead costs to serve a very thin crowd during lean months Late and/or absence of any gross revenue blitz in the form of posters and flyers to universities and colleges B.Product Life Cycle launch Upon opening, the EK started at high price yet the demand is high issue on that point is an increasing trend for the demand since EK has been well- publicized Maturity There was a stable demand for some time then went smooth due to critical events that took place Decline The demand decreases after monetary crisis and ineffective publicity/promotion offers. C. Target Market The target market of Enchanted Kingdom mainly belongs to the AB class.After having two critical events in 1997, the management decided to change their marketing strategies, and targeted the general public like students, government workers, and those who are planning to have parties/celebrations/tours. D. Product set Enchanted Kingdom has positioned itself as a Philippine leader in world-class themed leisure, recreation, and entertainment committed to domiciliate guests of all ages a kernel and u nique experience of fun and enjoyment. E.Current Marketing Mix or Marketing Strategies a. Product Enchanted Kingdom offers their customers a world-class sorcerous experience of entertainment and leisure through wide variety of broad(a) outlets, new rides and attractions imported abroad, wide variety of food outlets, specialty shops, and idiot box games center. Visitors could also swing to the beat of live wire of musical entertainment from popular guest bands and in-house bands.And fireworks display was utilizeable for public viewing either weekend. b. Physical Evidence Enchanted Kingdom has distributed publication materials (i,e, print ads, poster, flyers) for their profits and discounts. c. Place The location is a 16. 6 ha land instead accessible to the public because it was just 30km away from Makati. d. Promotion 1997 second one-half of the year Price-decrease First time EK visitors were given lesser entrance fee on certain days and months 1997 April-May Twicket with Peps i 1997 August CALABARZON promo 1997 August Government Promo An single(a) day was set aside for employees of government institutions, SSS, and GSIS.(100 entrance fee) 1997 September sorcerous Treat Promo 1998 April-May Barkada Treat Promo Summer vacation finesse for students, walk-in guests with big entrance fee discount 1998 June-September Government Promo and Calabarzon Promo 1998 Semestral break Sembreak treat Promo For four tickets, two were given for free f.Process management How- To avail the service, EK has two customer segments. These include walk-ins and those who pre-book their visits through the sales office as a group. When- all throughout the year within specific days including peak and non-peak indurates Where- EK entrance location and online pre-booking g. People Internal-employees (crew members and staff received service training from Disney USA and are advised to speak in fluent English at all times. External-customers (i. e. adults, children, senior citizens, st udents, government employees) III.The Case bother How does the top management/marketing manager of the Enchanted Kingdom even out its demand throughout the year? IV. Case Objective This scan aims to ? To effectively formulate a strategy that would increase theme park attendance ? To ensure theme park attendance even-out during peak and non-peak seasons all through the year ? To increase the number of people going to the park despite financial crisis and other challenges/threats both for the intended customers and the management itself V. preference Solutions to the Problem Alternative Courses of Action A.Addition of new major rides and attractions in the park. B. Adjusting of prices depending on the season, month, day, or occasion. C. Intensive Promotions during non-peak seasons Alternative Pros Cons A ? leave advertize returning customers. ? allow for attract more than attendances and increase the demand for the park ? impart increase the customers satisfaction ? Will provi de more thrilling and exciting new rides ? Will provide more entertainment options due to additional attractions ? Very costly ? Impractical for the management due to financing and weak demand ? Doesnt ineluctably stabilise the demand of the park.B ? Will increase demand during peak seasons ? Will make the demand closely the same all ? Will enquire annual price planning due to changing circumstances in every season through the year ? Will avoid overcrowding ? Will attract celebrants for various occasions on varying season ? Will require the management to ensure just and fair discounts to varying occasions C ? Will increase the peoples awareness of the park ? Will attract more attendances ? Will promote good motion picture for the theme park ? Will open possibilities for partnerships and collaborations in exchange of function (i. e. entrance tickets) ?Will stabilize demand during non-peak seasons ? Costly ? Doesnt necessarily lead to customer satisfaction ? Customers promotional needs vary from one type of customer to a nonher ? May not reach all the target customers VI. Recommendation Based on the pros and cons table, pick B is recommended. Prices will be adjusted depending on the season, month, day, or occasion. slaying Planning Surveys and past records could determine the demand on certain seasons, months, days or occasions and then develop a price king from the demand records of the park. Implementation Proper Advertise and disseminate information about the new pricing scheme both online and offline. This will encourage visitors to go to the park during lean seasons because of the low price and will even out the number of visitors during its peak seasons. Control The special prices during occasion or season will be advertised. Price changes depending on the occasion or season will be continuously advertised or disseminated all throughout the year. Surveys may also be conducted to monitor the customer satisfaction.