Ocean Park Marketing Project

9969 Words Sep 25th, 2011 40 Pages
Management Project – A Two Years Marketing Plan for Ocean Park

Student Name: Chan Chi Keung Tommy Student Number: 052354 Spring Term 2008

Table of Contents
(A) (B) (C) EXECUTIVE SUMMARY …………………………………………………….………… P4 INTRODUCTION OF OCEAN PARK ……….…………………..………… …… P.5-6 MARKETING OBJECTIVE ………..……………………..…………………..……… P.7
1. 2. To attract more Mainland visitors in coming two years To sustain/ maintain Ocean Park as a world-class and must-see destination

(D)

SITUATION ANALYSIS ……..…………………………..……………………… ….. P.8-11
1. SWOT Analysis 1.1 1.2 1.3 1.4 2. 2.1 Strength Weaknesses Opportunity Threat Macro Industry Environment …………....………..………….....…….. P.12-14 I. II. III. IV. 2.2 I. II. III. IV. V. 3. 4. Political Forces Economic Forces
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It covers an area of about 870,000 square meters of land and currently has over 40 rides and attractions. The park was built in donations and managed by the Royal Hong Kong Jockey Club (now Hong Kong Jockey Club). It is record 1.31 million attendances in the first half year operation. In the early stages, working Capital relied on admission income and donations from the Royal Hong Kong Jockey Club. Because of the low admission, the park was not profitable. In 1992, Ocean Park attendance was up to 3 million. The park became deficit again after 1998, because of Asian Crisis which is the key factor leading the number of visitors dropped significantly. And importantly, the whale “Willy” died. Attendance rate did not improve, although China had sent two panda that was first ever happened in Hong Kong in 1999. To improve the situation, the park had shut down the “Water Park” and “Middle Kingdom” but they tried to engage different rides and attractions, like “The Abyss turbo drop” and “Crazy Galleon”, to attract the youngster. After years, Ocean Park attendance was raised again as China has introduced a new tourist policy - Individual Visit Scheme (IVS) to selective providence for allowing Mainlander to travel to Hong Kong on individual bases on 28th July, 2003. Each year attendance has been increasing progressively (Figure 1), 4.38 million attendances