Case study of enchanted kingdom

MARKETING MANAGEMENT CASE STUDY: ENCHANTED KINGDOM: THE MAGIC IS HERE I.VIEWPOINT TAKEN: The point of view taken in this case will be the Top Management. II. TIME CONTEXT:

1997

III. STATEMENT OF THE PROBLEM: Main Problem: How to increase and level park attendance to ensure viability and expansion of Enchanted Kingdom? IV. OBJECTIVES: 1. To ensure viability and expansion of Enchanted Kingdom through increasing the level of park attendance. 2. To develop the marketing strategies of the company especially in slack season. 3. To reduce the seasonal demands for the company. V. AREAS OF CONSIDERATION: A. EXTERNAL ENVIRONMENT 1. Threats • Economic downturn- during that time there was an economy crisis that leads to change in lifestyle of the Filipinos. The people cut their leisure expenses. • Seasonality faced by the industry- during slack season the demand was weak. • Growing Competition from other recreational establishment- the rising of shopping malls, movie houses and resorts, especially Splash Island • Regional Location- the vicinity of the place is far from Metro Manila 2. Opportunities • Ample space for further expansion- 5.6 hectares land available for development and enough space for new rides and for new attraction in the park • Increasing Population in the country- New markets Available for expansion

B. INTERNAL ENVIRONMENT 1. Weaknesses •

High Admission Price- as compare to other leisure establishments the price of admission in the park is relatively expensive.

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Long waiting time for major rides-since no major rides and attraction were added to the park within the last four years and the increasing population , the queue in waiting was very lengthy so guests have negative reactions regarding this matter.

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Thin crowd during lean months which cannot compensate the fixed cost during those months.

2. Strengths •

Pioneer park in the country- new leisure activities/ lifestyles and it is different from carnivals which can offer

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Accredited by International Theme Park Inc. and crew members received training from Disney USA- the park has imported imageComplied with international safety standards and well trained staff for quality service and facilities, and safety of guests

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Spacious and quite accessible land- it has seven fantastic theme zones with have 21 rides and attractions imported from USA, Germany and Japan,

VI. ALTERNATIVE COURSE OF ACTIONS 1. Enchanted Kingdom should create innovative attractions and marketing promos/packages to increase their attendance. 2. Creating new MAGIC to the park’s attractions will also identify their brand.

3. Foreign opportunity for new market expansion will help the management to start the long delayed additional new rides and attractions, since the park has 5.6 hectares of space available to develop.

VII. RECOMMENDATION Creating new MAGIC to the park’s attractions will also identify their brand. This will not only boost the number of guests but also the employee’s moral. Its attraction has greater comparative advantage over its competitors, Star City and Fiesta Carnival. With its magical offerings better than other carnivals, the faster its sales increased. The company must emphasized on providing magical experience.

VIII. ACTION PLANS: •

Continue innovate promotional strategies especially during slack season so that the downturn during that season will be minimal.

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Update and develop new rides and attractions in the park to maximize space and prevent the long queue in major rides.

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Offers also attraction that other leisure establishments have.

IX. POTENTIAL PROBLEMS: •

Old rides may incur more expenses in terms of maintenance.

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Promotional success may lead also again to long line of waiting.

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Additional capital investment for new rides and attractions in the park.

X. CONTINGENCY PLANS:

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Affordable prices and promotional tickets should be limited, to ensure the accommodations of guests

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Find long term investor or other ways to finance the additional expense of park.