Theme Park Marketing

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|Services Marketing in Theme Parks |
|MGMT E-6020 | Fall 2011 |
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Submitted on Dec 12, 2011 by:

Zeynep Belge

Ellen E. McCarthy

Hassan Osman

Raghunathan T. Saranathan

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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