Enchanted Kingdom Case study Essay

I. Point of View In this case, the uncaring radical would take the point of gaze of the top guidance/marketing film director. This is beca use the multitude thinks the top direction/marketing manager has the capacity to strategize and initiate the necessary actions in this situation. II. Market Situation Analysis A. gussy up a. Opportunities Visitors coming in groups could be collective (handling comp solely anniversaries, parties, product launches, company and family outings, enjoyment fests, wedding receptions, birthday parties, concerts and fund-raising activities), travel (handling transit groups), and school (handling educational field trips, start b eithers, and prom nights) Majority of those who visited the commonalty were youngish people between 13 to 29 familys of age. A big goon of the parks revenues came from its admission hires and sell operations. Continuous take away for recreational activities peck celebrate different make all passim the ye ar Increasing pick up on semestral breaks and vacation of students quite a little ar take outed on buying group or corporate packages b. Threats Precarious sparing conditions (currency crisis) in late 1997 tilt from opposite recreational establishments. Fluctuating pick out The m iodintary Crisis in Asia People began cutting unessential expenses including leisure expenses Fluctuating demands all throughout the year Negative responses of the disappointed guests Competition from natural(prenominal) recreational establishments such as malls. c. Strengths Pioneer theme park frontmost themed leisure, recreation and delight Seven antic theme zones Spacious land complaisant to reality (close to Metro Manila) Rides imported from coupled States, Germany, and Japan. With musical comedy entertainment (popular guest bands and in-house bands). With fireworks debunk all weekend Accredited with the internationalistic Theme common land Inc. (complied to int ernational natural rubber standards) Highest standards in safety, answers, products, facilities, and standoffs Crew members trained in Disney, USA Allowed to s whirligig only melted slope at all clock for their aspire market-AB class Conducts regular scan among clients making prior ticket purchases Park was open year-round from Mondays to Sundays except Maundy thorium and Good Friday during Holy Week. Unlimited use of rides and attractions within the park. Park owned nutriment stalls and souvenir stores d. Weaknesses Almost quartette years since it last introduced a tender major ride or attraction (novelty of the confide started to wear off) Plunged attention by 1997 Maintenance made up the bulk of its expenses Usually took 30-40 minutes for the visitor to attend (waiting lines) for a major ride during extreme sequences because of overcrowding The park had to continue incurring pertinacious overhead costs to serve a very thin crowd during extend months Late and/or absence of any gross revenue blitz in the devise of posters and flyers to universities and colleges B.Product Life Cycle knowledgeability Upon opening, the EK started at high wrong in so far the demand is high Growth in that respect is an increasing trend for the demand since EK has been well- bare Maturity There was a lasting demand for some time thusly went down due to critical events that took place Decline The demand decreases after financial crisis and ineffective publicity/promotion offers. C. bell ringer Market The target market of ravish domain mainly belongs to the AB class. after(prenominal) having devil critical events in 1997, the management decided to change their marketing strategies, and targeted the prevalent public like students, governing workers, and those who are planning to have parties/celebrations/tours. D. Product perspective enthrall region has positioned itself as a Philippine cart tracker in inaugural themed leisure, recreati on, and entertainment committed to depart guests of all ages a total and unique inhabit of fun and enjoyment. E.Current Marketing fluff or Marketing Strategies a. Product Enchanted Kingdom offers their customers a world-class magic experience of entertainment and leisure through wide variety of true outlets, raw(a) rides and attractions imported abroad, wide variety of fare outlets, specialty shops, and video games center. Visitors could also break to the beat of live wire of musical entertainment from popular guest bands and in-house bands.And fireworks demo was available for public viewing every weekend. b. Physical Evidence Enchanted Kingdom has distributed publication materials (i,e, print ads, poster, flyers) for their operate and cuts. c. browse The view is a 16. 6 ha land quite accessible to the public because it was fair(a) 30km away from Makati. d. Promotion 1997 min half of the year equipment casualty-decrease First time EK visitors were given lesser catch fee on certain days and months 1997 April- whitethorn Twicket with Pepsi 1997 princely CALABARZON promo 1997 August Government Promo An exclusive day was set aside for employees of government institutions, SSS, and GSIS.(100 entrance fee) 1997 September Magic plough Promo 1998 April-May Barkada Treat Promo Summer vacation lot for students, go into 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 particular days including peak and non-peak eras Where- EK entrance location and online pre-booking g. People Internal-employees (crew members and staff received service training from Disney USA and are apprised to speak in fluent English at all ti mes. External-customers (i. e. adults, children, senior citizens, students, government employees) III.The Case Problem How does the top management/marketing manager of the Enchanted Kingdom even out its demand throughout the year? IV. Case Objective This call for aims to ? To effectively formulate a scheme 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 press release to the park despite financial crisis and other challenges/threats two for the intended customers and the management itself V. alternating(a) Solutions to the Problem Alternative Courses of Action A. increase 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 ? impart encourage returning customers. ? pull up stakesing attract more attendances and inc rease the demand for the park ? exit increase the customers satisfaction ? get out provide more thrilling and exciting new rides ? get out provide more entertainment options due to additional attractions ? Very pricey ? Impractical for the management due to financial support and weak demand ? Doesnt inescapably stabilize the demand of the park.B ? Will increase demand during peak seasons ? Will make the demand closely the same(p) all ? Will require annual price planning due to changing circumstances in every season through the year ? Will ward off overcrowding ? Will attract celebrants for various occasion 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 image for the theme park ? Will open possibilities for partnerships and collaborations in exchange of services (i. e. entrance tickets) ?Will stabilize demand during n on-peak seasons ? Costly ? Doesnt necessarily lead to customer satisfaction ? Customers promotional needs vary from one type of customer to another ? May not reach all the target customers VI. Recommendation Based on the pros and cons table, substitute B is recommended. Prices will be modify depending on the season, month, day, or occasion. Implementation formulation Surveys and past records could determine the demand on certain seasons, months, days or occasions and then develop a price index from the demand records of the park. Implementation veracious Advertise and disseminate information intimately 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 announce. Price changes depending on the occasion or season will be continuously advertised or disseminated all t hroughout the year. Surveys may also be conducted to monitor the customer satisfaction.