Skema analisa kasus Ocean Park SWOT Strength: home-grown theme park the largest marine based theme

me park in asia the only park theme in Asia accredited by the American Zoo and Aquarium Association better in understanding the needs o its consumer since OP has been established since !"## lower price compare to its competitor $ie% &isney Theme Park' OP is located near to the district community in (k and easy transportation The entertainment pro)ided by OP can be en*oyed by all ages Taking care the employees so that their employee will gi)e their e+cellent ser)ice to the guest The management o OP is lead by high competence pro ile in their ield ,lear on the marketing strategy Weakness: The aging acilities -ocal brand that is not quite attracti)e to the oreigners -imited area -ow inno)ation .ot le+ible in satis ying dynamic market demand .o ormal metrics to measure the ser)ice e+cellence Opportunities: Opportunity to boost the OP/s re)enue by increasing in-park spending (ongkong Tourism ,lusters has put the rede)elopment o OP as one o the cluster which (k go)ernment will ocus &isney/s position which is not good enough in (ongkong 0arket 1e)amping plan o OP with strong support in terms o inancing plan ully support rom the local go)ernment &isney entrance it would bring more )isitors to (ongkong and turn the territory into a amily destination Threat 0any complaint 2ntrants o new theme park ie% &isney 3ncreased competition rom local shopping malls and there is tendencies or amilies to spend long weekends on the mainland or other parts o Asia 4Ps Product : ocusing in animals and nature% ,ontinue ocusing on education and conser)ation in addition to pro)iding entertainment% Place : OP location is close to district community Price : lower than its competitor Promotion : special e+hibition that catered to e)erybody rom kids to grandparents5 programs to target secondary market5 special yearly e)ent STP

Segmentasi: mainland china5 local tourist and tra)eler all ages Target 0arket: 6amilies and secondary target will be school children Positioning: (ome-grown theme park5 world class marine theme park5 continue ocusing on the education and conser)ation% &i erentiate 6actors: presenting animals and nature as their main product Porters 7 ,ompetiti)e 6orces 8y identi ying the Porter/s 6i)e ,ompetiti)e 6orces collecti)ely it will determine an industry/s long-term attracti)eness% !% 1i)alry among e+isting competitors: only &isney -and as the competitor so based on this point 3 assume that theme park still maintain its high attracti)eness% a)orable 9% Threat o new entrants: &- and malls% :n a)orable ;% 8argaining power o suppliers: tra)el agencies5 a)orable 4% 8argaining power o buyers: e+cellent ser)ice applied by OP might retain the )isitors loyalty and there ore the )isitors will keep coming back to OP% a)orable 7% Threat o Substitute products: &-5 malls5 tra)elling to mainland or other place in Asia% :n a)orable 8rand 6rom brand point o )iew OP has good equity brand locally5 howe)er its brand is less attracti)e to oreigner tourist compare to what &- has in the oreigner tourist mind% There ore5 it is necessary or OP to do brand re)itali<ation ie% introducing its promotion program to oreigner tourist through )arious tra)el agencies all o)er the world% 0arketing Strategy: Ser)ice 2+cellence