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Ocean Park Essay

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OCEAN PARK
A case study



Mission
SWOT Analysis

Key Strategic Challenges

Agenda

Recommended Actions
Financials
Q&A

Mission of Ocean Park
A must visit Asia attraction for all world travelers
But how?

Top 3 Theme
Park in Asia

Revitalize &
Export Ocean
Resort Brand

Increase Market
Share and $$$

Enter top three ranking of theme parks in Asia by uplifting the Ocean Park
brand and capturing market share.

SWOT Analysis
In the context of strategically transitioning from Ocean Park to Ocean Resort

Strength

Weakness

Local Legacy

Theme

-“Hong Kong people’s Park”
- Hong Kong Tourism Board top
10 attraction

-Inconsistent Ocean Park image
~customer survey

Opportunity

Threat

Visitor Segmentation

Competition

-Room for increasing international
awareness of Ocean Park brand via
targeted marketing

- Existing heavy hitters
- New entrants to the market

Key Strategic Challenge I - Fighting the Battle
How to continuously grow share in a fragmented Asia theme park market
Asia’s Top 20 Theme Parks Market Share 2013

Map of Asia’s Top 10 Theme Parks 2013

(by attendance)
1. Tokyo Disneyland (JP)

15%

2. Tokyo DisneySea (JP)

27%

3. Universal Studios Japan (JP)

6

7

4. Ocean Park Hong Kong (HK)
12%

1

5. Hong Kong Disneyland (HK)

4%

9%

4%
6%
6%

6%

6%

3
8

7. Everland (KR)
8. Nagashima Spa Land (JP)

5%

2

9

6. Lotte World (KR)

2 NEW PARKS
10

SHANGHAI, CHINA

4

5

9. Songcheng Park (CN)
10. Happy Valley (CN)
Others





Asia theme park market is highly fragmented with multiple global, local players and new comers.
To grow market share, Ocean park faces competition with Disneyland and Universal Studios.
When compared to Disneyland and Universal Studios, Ocean Park is a an inconsistent and less premium brand.

Recommended Action I - Fighting the Battle
Repositioning the brand, setting the bar high, and...

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Citations

MLA Citation

"Ocean Park". Anti Essays. 13 Dec. 2018

<http://parimatch-stavka7.com/free-essays/Ocean-Park-762452.html>

APA Citation

Ocean Park. Anti Essays. Retrieved December 13, 2018, from the World Wide Web: http://parimatch-stavka7.com/free-essays/Ocean-Park-762452.html


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