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Marketing Management of Ocean Park Essay Sample

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Marketing Management of Ocean Park Essay Sample

Ocean Park Hong Kong is one of the most popular theme parks in the world. It was officially opened on January 10th 1977 by the governor of Hong Kong and was funded by the Hong Kong Jockey Club on July 1st 1987, with a Government-appointed Board. It constitutes of marine mammal, oceanarium, animal and amusement as a theme park, located in Wong Chuk Hang and Nam Long Shan in the Southern District of Hong Kong. Reason for Choosing Ocean Park Hong Kong

Ocean Park Hong Kong ruled the local amusement park landscape alone. In 2005, Hong Kong Disneyland had arrived and busted out the Park from its near 30-year comfort zone. However, Ocean Park has secured the prestigious 2012 Applause Award, which was the first in Asia to be rewarded. The reason for choosing Ocean Park Hong Kong is thus to study how effectively the marketing strategies are used in the Park against its main competitor, Hong Kong Disneyland.

SWOT Analysis
A Strength of Ocean Park Hong Kong is the numerous attractions with different levels of amusements ranging from roller coasters to aquariums. Another one is the five major annual events throughout the year: a varying Animal in High Definition Month, the Ocean Park Summer Splash, the Halloween Bash, Christmas and Chinese New Year celebrations. Yet, the most obvious weakness is the several incidents happened in the past five years. Panda attacking a feeder, dying of Chinese sturgeons and sudden pause of attractions – all these had surprised the public’s confidence to the park. In terms of opportunity, there is a proposed MTR station on the east of South Island Line for Ocean Park Hong Kong. The station would help attract more customers for the Park because it will be easier and more convenient to visit. The major threat is from the future development plan of Hong Kong Disneyland, which is expected to build more themed areas, rides and hotels in the coming decade to match the increasing needs. There will be keen competition between Ocean Park Hong Kong and Disneyland after such an expansion. Marketing Objectives

Since Ocean Park Hong Kong aims to become a leader among the theme park industry, its marketing objective is to strive for a place in the top ten of the total number of visitors of the Global Attractions Attendance report by AECOM within two years. Moreover, the Park hopes to increase its profit by at least 20% within two years due to the huge amount of visitors every year. Last, due to the accidents happened in recent years, customers’ satisfaction towards Ocean Park Hong Kong has been damaged. To increase customer retention and satisfaction, the Park should make an effort to ensure there will be no accident in the coming two years.

Reference list

Rubin, J. (2013). Global attendence attractions report. Retrieved from http://www.aecom.com/deployedfiles/Internet/Capabilities/Economics/_documents/ThemeMuseumIndex_2013.pdf (2014). Vision and Mission. Retrieved from

http://www.oceanpark.com.hk/html/en/footer/corporate-information/vision.html (2014). Annual Report. Retrieved from
http://www.oceanpark.com.hk/doc/common/footer/ar/ophk_ar12-13.pdf Ocean Park, Hong Kong. (n.d.). In Wikipedia. Retrieved October 7, 2014 from http://en.wikipedia.org/wiki/Ocean_Park_Hong_Kong Pelle, J. (2012). Liseberg – The Applause Award. Retrieved October 5, 2014 from http://liseberg.com/en/home/Entertainment/Awards1/ Nip, A. (2014). “Annual tourists to Hong Kong could rise to 70 million in three years, commission
says”,SCMP,17 January from http://www.scmp.com/news/hong-kong/article/1407779/visitor-numbers-can-rise-70m-three-years-commission-says?page=all

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