Business Startegy
Case study:
Merlin Entertainments Group Ltd is the second largest operator of amusement parks and other attractions in the world after Walt Disney Parks and Resorts. The group is registered since 1998 in the UK and employs 17.000 people. Such as famous attractions belong under the operation of them as Alton Towers, Gardaland, Chessington world of adventures, See life centers, The dungeon, Seal sanctuaries, Lego land, Warwick castle, Heide Park, Madame Tussauds, Thorpe Park or the London eye. These are managed through three Operating Groups - Resort Theme Parks, LEGOLAND Parks and Midway Attractions, supported by the Merlin Magic Making Department. In 2011 they hosted 46.2 million guests worldwide, and in the same year the company valued £2.25 billion. Its headquarter is in Poole United Kingdom. . The company operates in 10 European countries over 70 attractions and they are well known in the USA, China Hong Kong and Australia.
TASK 1 - The process of strategic planning
1.1 State the mission, vision, objectives, goals and core competences of your chosen organization.
Mission: A mission statement describes the present state of an organization. Who the company is, why the company is there, why does the company exist? In Merlin Entertainments Group they believes that in order for them to provide memorable experiences for visitors and special guests at all times, they need to provide a fast, professional and exceptional entertainment service.
Vision: A vision statement describes the future state of an organization. Who the company would be and where do they want to go? Merlins vision statement is to become the best entertainment brand, based on the location of the world's leading visitor attraction market.
Objectives: The objectives are based on How to achieve the goals? There are basically three types: 1. Corporate objectives 2. Functional objectives 3. Individual objectives Planned and predictable investment cycles are the right course for each working group
Merlin Entertainments Group Ltd is the second largest operator of amusement parks and other attractions in the world after Walt Disney Parks and Resorts. The group is registered since 1998 in the UK and employs 17.000 people. Such as famous attractions belong under the operation of them as Alton Towers, Gardaland, Chessington world of adventures, See life centers, The dungeon, Seal sanctuaries, Lego land, Warwick castle, Heide Park, Madame Tussauds, Thorpe Park or the London eye. These are managed through three Operating Groups - Resort Theme Parks, LEGOLAND Parks and Midway Attractions, supported by the Merlin Magic Making Department. In 2011 they hosted 46.2 million guests worldwide, and in the same year the company valued £2.25 billion. Its headquarter is in Poole United Kingdom. . The company operates in 10 European countries over 70 attractions and they are well known in the USA, China Hong Kong and Australia.
TASK 1 - The process of strategic planning
1.1 State the mission, vision, objectives, goals and core competences of your chosen organization.
Mission: A mission statement describes the present state of an organization. Who the company is, why the company is there, why does the company exist? In Merlin Entertainments Group they believes that in order for them to provide memorable experiences for visitors and special guests at all times, they need to provide a fast, professional and exceptional entertainment service.
Vision: A vision statement describes the future state of an organization. Who the company would be and where do they want to go? Merlins vision statement is to become the best entertainment brand, based on the location of the world's leading visitor attraction market.
Objectives: The objectives are based on How to achieve the goals? There are basically three types: 1. Corporate objectives 2. Functional objectives 3. Individual objectives Planned and predictable investment cycles are the right course for each working group