Enchanted Kingdom Case study
I. Point of View
In this case, the group would take the point of view of the top management/marketing manager. This is because the group thinks 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 outings, sport fests, wedding receptions, birthday parties, concerts and fund-raising activities), travel (handling tour groups), and school (handling educational field trips, graduation balls, and prom nights)
- Majority of those who visited the park were young people between 13 to 29 years of age.
- A big chunk of the park’s revenues came from its admission fees and retail operations.
- Continuous demand for recreational activities
- People celebrate different occasions all throughout 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
- Competition 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 park
- world-class themed leisure, recreation and entertainment
- Seven ‘fantastic’ theme zones
- Spacious land
- Accessible to public (close to Metro Manila)
- Rides imported from United States, Germany, and Japan.
- With musical entertainment (popular guest bands and in-house bands)
- With fireworks display every weekend
- Accredited with the International Theme Park Inc. (complied to international safety standards)
- Highest
In this case, the group would take the point of view of the top management/marketing manager. This is because the group thinks 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 outings, sport fests, wedding receptions, birthday parties, concerts and fund-raising activities), travel (handling tour groups), and school (handling educational field trips, graduation balls, and prom nights)
- Majority of those who visited the park were young people between 13 to 29 years of age.
- A big chunk of the park’s revenues came from its admission fees and retail operations.
- Continuous demand for recreational activities
- People celebrate different occasions all throughout 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
- Competition 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 park
- world-class themed leisure, recreation and entertainment
- Seven ‘fantastic’ theme zones
- Spacious land
- Accessible to public (close to Metro Manila)
- Rides imported from United States, Germany, and Japan.
- With musical entertainment (popular guest bands and in-house bands)
- With fireworks display every weekend
- Accredited with the International Theme Park Inc. (complied to international safety standards)
- Highest