I. Point of View In this instance. the group would take the point of position of the top management/marketing director. This is because the group thinks the top management/marketing director has the capacity to strategize and originate the necessary actions in this state of affairs. II. Market Situation Analysis A. SWOT a. Opportunities – Visitors coming in groups could be corporate ( managing company day of remembrances. parties. merchandise launches. company and household excursions. athletics fests. marrying responses. birthday parties. concerts and fund-raising activities ) . travel ( managing circuit groups ) . and school ( managing educational field trips. graduation balls. and prom darks ) – Majority of those who visited the park were immature people between 13 to 29 old ages of age.
– A large ball of the park’s grosss came from its admittance fees and retail operations. – Continuous demand for recreational activities – People celebrate different occasions all throughout the twelvemonth – Increasing demand on semestrial interruptions and holiday of pupils – Peoples are attracted on purchasing group or corporate bundles b. Threats – Precarious economic conditions ( currency crisis ) in late 1997 – Competition from other recreational constitutions.
– Fluctuating demand – The Financial Crisis in Asia – People began cutting “unnecessary expenses” including leisure disbursals – Fluctuating demands all throughout the twelvemonth – Negative responses of the defeated clients – Competition from other recreational constitutions such as promenades. c. Strengths – Pioneer subject park – world-class themed leisure. diversion and amusement – Seven ‘fantastic’ subject zones – Broad land – Accessible to public ( close to Metro Manila ) – Rides imported from United States. Germany. and Japan. – With musical amusement ( popular invitee sets and in-house sets ) .
– With pyrotechnics display every weekend – Accredited with the International Theme Park Inc. ( complied to international safety criterions ) – Highest criterions in safety. services. merchandises. installations. and attractive forces – Crew members trained in Disney. USA – Allowed to talk merely fluid English at all times for their mark market-AB category – Conducts regular study among clients doing anterior ticket purchases – Park was unfastened year-round from Mondays to Sundays except Maundy Thursday and Good Friday during Holy Week. – Unlimited usage of drives and attractive forces within the park.
– Park owned nutrient stables and keepsake shops d. Failings – About four old ages since it last introduced a new major drive or attractive force ( freshness of the topographic point started to have on off ) – Plunged attending by 1997 – Maintenance made up the majority of its disbursals – Usually took 30-40 proceedingss for the visitant to wait ( waiting lines ) for a major drive during peak seasons because of overcrowding – The park had to go on incurring fixed overhead costs to function a really thin crowd during thin months – Late and/or absence of any gross revenues blitz in the signifier of postings and circulars to universities and colleges B.
Product Life Cycle Introduction Upon opening. the EK started at high monetary value yet the demand is high Growth There is an increasing tendency for the demand since EK has been well- publicized Maturity There was a stable demand for some clip so went down due to critical events that took topographic point Decline The demand decreases after fiscal crisis and uneffective publicity/promotion offers. C. Target Market The mark market of Enchanted Kingdom chiefly belongs to the AB category.
After holding two critical events in 1997. the direction decided to alter their selling schemes. and targeted the general populace like pupils. authorities workers. and those who are be aftering to hold parties/celebrations/tours. D. Product Positioning Enchanted Kingdom has positioned itself as a Filipino leader in world-class themed leisure. diversion. and amusement committed to supply invitees of all ages a entire and alone experience of merriment and enjoyment. Tocopherol.
Current Marketing Mix or Marketing Strategies a. Merchandise Enchanted Kingdom offers their clients a first charming experience of amusement and leisure through broad assortment of good mercantile establishments. new drives and attractive forces imported abroad. broad assortment of nutrient mercantile establishments. forte stores. and video games centre. Visitors could besides swing to the round of unrecorded wire of musical amusement from popular invitee sets and in-house sets.
And pyrotechnics show was available for public screening every weekend. B. Physical Evidence Enchanted Kingdom has distributed publication stuffs ( i. e. print ads. posting. circulars ) for their services and price reductions. c. Place The location is a 16. 6 ha land rather accessible to the populace because it was merely 30km off from Makati. d. Promotion 1997 2nd half of the twelvemonth Price-decrease First clip EK visitants were given lesser entryway fee on certain yearss and months 1997 April-May Twicket with Pepsi 1997 August CALABARZON promo 1997 August Government Promo An sole twenty-four hours was set aside for employees of authorities establishments. SSS. and GSIS.
( 100 entryway fee ) 1997 September Magic Treat Promo 1998 April-May Barkada Treat Promo Summer holiday dainty for pupils. walk-in invitees with large entryway fee price reduction 1998 June-September Government Promo and Calabarzon Promo 1998 Semestral interruption Sembreak dainty Promo For four tickets. two were given for free degree Fahrenheit.
Process direction How- To avail the service. EK has two client sections. These include walk-ins and those who pre-book their visits through the gross revenues office as a group. When- all throughout the twelvemonth within specific yearss including peak and non-peak seasons Where- EK entryway location and on-line pre-booking g. Peoples Internal-employees ( crew members and staff received service developing from Disney USA and are advised to talk in fluid English at all times. External-customers ( i. e. grownups. kids. senior citizens. pupils. authorities employees ) III.
The Case Problem How does the top management/marketing director of the Enchanted Kingdom even out its demand throughout the twelvemonth? IV. Case Objective This survey aims to: ? To efficaciously explicate a scheme that would increase subject park attending? To guarantee subject park attending even-out during extremum and non-peak seasons all through the twelvemonth? To increase the figure of people traveling to the park despite fiscal crisis and other challenges/threats both for the intended clients and the direction itself V. Alternative Solutions to the Problem Alternative Courses of Action A.
Addition of new major drives and attractive forces in the park. B. Adjusting of monetary values depending on the season. month. twenty-four hours. or juncture. C. Intensive Promotions during non-peak seasons Alternative Pros Cons A? Will promote returning clients. ? Will pull more attendings and increase the demand for the park? Will increase the customer’s satisfaction? Will supply more thrilling and exciting new drives? Will supply more amusement options due to extra attractive forces? Very dearly-won? Impractical for the direction due to funding and weak demand? Doesn’t needfully stabilise the demand of the park.
B? Will increase demand during peak seasons? Will do the demand closely the same all? Will require one-year monetary value planning due to altering fortunes in every season through the twelvemonth? Will avoid overcrowding? Will pull celebrators for assorted occasions on changing season? Will necessitate the direction to guarantee merely and just price reductions to changing occasions C? Will increase the people’s consciousness of the park? Will pull more attendings? Will advance good image for the subject park? Will unfastened possibilities for partnerships and coactions in exchange of services ( i. e. entryway tickets ) ?
Will stabilise demand during non-peak seasons? Costly? Doesn’t needfully lead to client satisfaction? Customer’s promotional demands vary from one type of client to another? May non make all the mark clients VI. Recommendation Based on the pros and cons tabular array. alternate B is recommended. Monetary values will be adjusted depending on the season. month. twenty-four hours. or juncture. Execution Planning: Surveies and yesteryear records could find the demand on certain seasons. months. yearss or occasions and so develop a monetary value index from the demand records of the park.
· Implementation Proper: Advertise and circulate information about the new pricing strategy both online and offline. This will promote visitants to travel to the park during thin seasons because of the low monetary value and will even out the figure of visitants during its peak seasons. · Control: The particular monetary values during juncture or season will be advertised. Price alterations depending on the juncture or season will be continuously advertised or disseminated all throughout the twelvemonth. Surveys may besides be conducted to supervise the client satisfaction.
