BA 540 Multinational Marketing Case Study ________________________________________________________________________________________________

International Master of Business Administration

Case Study Samsung and the theme park industry in Korea'' Module Assigned Pro essor )ame o Students : : : : : : BA 540 Multinational Marketing Ad!" Pro essor# Mr $rankie %ee &enkie'singnet"(om"sg :

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BA 540 Multinational Marketing Case Study ________________________________________________________________________________________________

Case Study on Samsung and the theme park industry in Korea'' *+e(uti,e Summary XXXXXXXX

Pro&lem Analysis In the ase of Samsung! se"eral areas of issues an #e e$tra ted from the ase study%& 1' (inan ial Issues )he *ri e of the theme *ark land is relati"ely e$*ensi"e+ ranging from ,50mil & ,-#ill' )he ost of the land "alue an #e really high .hat more .hen the lo ation of this theme *ark is sma k in the middle of the ity' Se ondly+ the u*grading tasks' 0' Seasonal (lu tuations In marketing the theme *ark+ the management used a#out 101 of their total in ome for #elo. and a#o"e the line *romotions' )hese in ludes ad"ertising+ radio and *rint ad"ertisement+ mailers and *artnershi* *rograms .ith tour o*erators' 2o.e"er+ the num#er of "isitors for the enter "aries from time to time' Peak seasons+ i'e% s*ring+ summer and s hool holidays re orded high num#er of "isitors to the theme *ark' 2o.e"er+ this num#er often dro* .hen #ad .eather hit the area' In managing high demand during *eak season+ the management of theme *ark often struggle .ith la k of staff to manage the demand' )his led to staffing and housing issues during this sudden urge' ost of maintenan e for the theme *ark is huge' )his e$*enses is

una"oida#le as the nature of the #usiness re/uire regular maintenan e .orks and

-'

Com*etitors
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BA 540 Multinational Marketing Case Study ________________________________________________________________________________________________

In South of 3orea+ there are many om*etitors that are in the same nature of #usiness' )hey are 4otte 5orld+ Seoul 4and+ 6ream 4and+ Children7s 8rand Park and Seoul 8rand Park' 4otte 5orld had the om*etiti"e ad"antage due to its lo ation in the heart of the ity and its an indoor theme *ark' Although 9ongin (armland ranked no 11 out of 50 amusement *arks in the .orld :1;;4<+ 4otte 5orld is at hing .ith u* #eing no 14 in the same rank' 4' A )rans*ortation and 4o ation essi#ility to the *ark is an issue es*e ially .ith high traffi onditions+ eg% *eak hours' hose to do their Peo*le s*ent more time tra"eling e"eryday+ they don=t ha"e enough time to do their daily hores' Instead of entertaining themsel"es o"er the .eekend+ they hores' In an a"erage+ *eo*le s*ent a#out t.o hours from Seoul to (armland due to traffi >am' As mentioned a#o"e+ a sudden urge of demand .ill arise during *eak seasons+ i'e% s*ring+ summer and s hool holidays' )his .ill lead to issues .ith *arking s*a es' ?n a normal o*eration #asis+ *arking s*a e for a#out @+000 ars are suffi ient+ ho.e"er this might #e other.ise during *eak seasons' Aeferring to ta#le @ B4eisure Patterns of South 3orean Customers :1;;4<C+ -@1 of res*ondents re*lied they .ill ha"e a#out 4&5 *eo*le a om*any them .hen they go to the theme *ark' D@1 of res*ondent re*lied they .ill hoose to dri"e to the theme *ark' 5' Customer Satisfa tion )he Management of (armland realiEed that 4otte 5orld *ro"ided #etter ustomer satisfa tion and they s ored *retty high during the ustomer satisfa tion sur"ey' (armland re ogniEes the fa t that its diffi ult to a hie"e similar ser"i e standard as in the 6isneyland' (armland need to look into their *eo*le&oriented in lination to.ards the >o#' *,aluate the theme parks industry using Porter-s $i,e $or(es Model" Mi(hael Porter-s 5 $or(es Model1 6is uss the nature of the om*etition 5ho are the om*etitorsF
1 Source: Harvard Business Review: Forces Affecting Competitive Intensity from How Competitive Forces Shape Strategy by M.E. Porter, March - April 1979.
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urrent

hiring *ro ess+ a ademi ally "s

BA 540 Multinational Marketing Case Study ________________________________________________________________________________________________

1< )o the lo al ustomers% )he om*etitors are 1<4otte .orld+ 0<Seoul 4and and -< hea*er entertainment su h as am*ing + #ea h and home mo"ies' 0< )o international ustomers )he om*etitors are theme *arks in the region su h as )okyo 6isneyland+ 2ong 3ong ? ean Park + Gakarta Gaya An ol 6reamland and Bei>ing Amusement Park' In South 3orea + there are also fi"e other theme *arks that om*ete .ith (armland' Brief des ri*tion of ea h of the theme *ark % 1< )okyo 6isneyland Com*rising of H themes in the *ark +1<5orld BaEaar+ the 4 lassi s 6isneyland 0< Ad"enture land + -<6isney 4and 4<)omorro. 4and 5< 5estern 4and and the in lusion of t.o mini lands H<Critter ountry and @<Mi key )oon to.n' a< 5orld BaEaar 5orld BaEaar is the main entry orridor and *rimary sho**ing area of )okyo 6isneyland' 6es*ite the use of the .ord I5orldI in its name+ the general look and theme of 5orld BaEaar is that of early 00th& entury Ameri a+ mat hing the IMain Street+ J'S'A'I areas of other Magi 3ingdom&style *arks' #< 5estern 4and 5esternland is an Iold .estI themed area+ the ounter*art of (rontierland in other Magi 3ingdom&style *arks < Critter Country Critter Country is a small area of the *ark .ith t.o main attra tions+ S*lash Mountains and Bea"er Brothers K$*lorer Canoe' )he other four attra tions are the similar attra tions are in 6isney 5orld in (lorida' 0< ? ean Park in 2ong 3ong )he largest .ater *ark in Asia is a marine mammal *ark+ o eanarium and animal theme *ark' It #oast of -5 attra tions and rides su h as % )he dragon roller oaster+
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BA 540 Multinational Marketing Case Study ________________________________________________________________________________________________

A#yss tur#o dro*+ CraEy 8alleon+ (erris 5heel+ Mine )rain+ Aaging Ai"er and ? ean Park Ks alator are >ust some of the attra tions' -< Lorth Gakarta Gaya An ol 6reamland ?ne of the largest re reation om*le$es in SK Asia+ it onsist of a theme *ark alled+ 6unia (antasi + a .ater *ark om*le$+ a o eanarium + a golf ourse + and se"eral hotels' 4< China amusement Park Com*rises of roller oaster+ fairy tale .orld+ garden for families and the *ark is not like the rest .here there is a theme instead it is trying to o*y 6isneyland #y *utting some figures of 5alt 6isney' (rom the a#o"e there are t.o ategories of ustomers + (armland must attra t % 1< 6omesti ustomers .hi h is the *rimary target segment of the ustomer #ase

as they re*resent in South 3orea a#out D01 to H51 of the total ustomers "isiting theme *arks' 0< International ustomers or )ourists .here theme *ark is a large attra tion to this grou* .hi h has a high gro.th *otential' )herefore in order to om*ete domesti ally and internationally+ 9ongin (armland must re"am* their e$isting fa ilities and #ring in ne. attra tions and ne. theme to the e$isting *ark as .ell as im*ro"e the hard.are and soft.are of the e$isting *ark' )o kno. the om*etition for es #etter + Porter7s 5 for es analysis model .ill #e use' Porter's 5 Forces in Yongin Farmland theme park Porter 5 for es model :see a**endi$ 1< fo us on e$ternal en"ironment that the om*any has to #e a#le to o*e .ith' Porter7s fi"e for es model identifies the 5 sour es of om*etiti"e *ressures on theme *ark industry and hel*s to determine 9ongin (armland theme *ark om*etiti"e intensity and *rofit *otential' )he fi"e for e of Porter7s analysis model are as follo.s% 1< Ai"alry 0< Le. entrants
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BA 540 Multinational Marketing Case Study ________________________________________________________________________________________________

-< Su#stitutes 4< Buyer #argaining *o.er 5< Su**lier #argaining *o.er Ai"alry & In 3orea+ around the Seoul area + there .ere si$ themes *arks' )he most nota#le *layer in these region are % 4otte 5orld + Seoul 4and and 9ongin (armland'' Ka h of these om*anies offers theme *arks .ith "arying e$*erien es+ al.ays trying to de#ut the ne.est and #est e$*erien es in order to stay ahead of one another' A great e$am*le of this an #e seen #y looking at these three ma>or theme *arks' 4otte 5orld + Seoul 4and and 9ongin (armland ea h are in dire t om*etition .ith one another' )his is e"ident in their om*etiti"e offerings in ti ket *ri es% H+0H; 5on at 4otte 5orld+ D+4;4 5on at Seoul 4and and D+DDH 5on at (armland' )hese *ri es re*resent the admission and free ride *er *erson' )he ri"alry #et.een theme *arks an also #e o#ser"ed #y the de#ut of ne. attra tions or te hnology' 4otte 5orld is lo ated in the do.nto.n and attra t ustomers .orking or li"ing near#y' )he theme *ark itself has hotel+ de*artmental store+ sho**ing mall + folk "illage and s*orts enter' Seoul 4and also lo ated near Seoul+ at 3yungkido+ takes after 6isneyland #ut in a mu h smaller s ale' 8enerally + Seoul 4and is more of a entertainment *la e for short "isit' (armland +o*ened in 1;HD originally meant to *ro"ide /uality of li"ing through healthy o*en air leisure a ti"ities' It has the 5ild Safari + the rose garden and to *ro"ide for 5inter theme + the Sled Slo*e and the Motor Park' 6ue to the intense ri"alry from 4otte .orld and Seoul 4and + (armland also *lanned to re"am* its theme *ark .ith addition of the .ater *ark+ a glo#al fair and the e$*ansion of the e$isting Eoo' Ai"alry amongst om*anies in the theme *ark industry is .hat kee*s them rele"ant in the eyes of its ustomers' K"ery year ne. attra tions+ restaurants+ entertainment+ and hotel offerings are announ ed in order to influen e *eo*le to attend the "arious *arks' )his ri"alry also affe ts the *rofits of these theme *arks as they ty*i ally see a good return on their in"estment year o"er year' (or e$am*le+ not e"ery family is going to take a "a ation to (armland ea h holiday' (armland realiEes this and thus is onstantly looking for .ays to
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BA 540 Multinational Marketing Case Study ________________________________________________________________________________________________

im*ro"e its attra tions to stay ahead of its ri"als+ so families an ount on ha"ing a #etter e$*erien e on their ne$t "isit' )he more guests (armland an get to return #y staying ahead of ri"als 4otte .orld and Seoul 4and+ the more *rofit they .ill #e a#le to #ring home' ?ther forms of om*etition omes from free admission *arks+ #ea hes+ am*ing tri*s' )hese are either free or hea*er than *aying for a tri* to the theme *ark' )he #argaining *o.er of ustomers in the theme *ark industry & In a good e onomy and during the holiday seasons+ the #uyer #argaining *o.er is lo. .here there are many *atrons to the theme *ark' Sin e the 3oreans do not ha"e many "a ation lea"e and 3orea is a tem*erate ountry + the only time for 3oreans to go out .ith their family .ill #e during the mid Msummer to mid autumn *eriod' )hese .ill #e the *eak *eriod for most of the theme *arks and it is term the high seasonality' 5hen the high seasonality *eriod is o"er+ the ustomer7s #argaining *o.er .ill #e high and the theme *arks must start their *romotional a ti"ities or s*e ial e"ents to attra t ustomers to "isit the theme *ark' Bargaining *o.er of su**liers M As I mentioned in my dis ussion surrounding ri"alry in the theme *ark industry+ e"ery *ark attem*ts to stay rele"ant and a**ealing to its ustomers #y de#uting ne. attra tionsNofferings as often as *ossi#le' ?*erating under that im*ression+ the su**liers to the theme *ark industry ha"e a lot of #argaining *o.er' 6?8? of Ga*an+ 2JSS of 8ermany and AAA?5 of the Jnited States are >ust a fe. of the ma>or om*anies .ho reate the attra tions found in most of the theme *arks throughout the .orld' K"ery year+ the International Asso iation of Amusement Parks and Attra tions :IAAPA< hosts a on"ention .here the ne.est te hnology is *ut on dis*lay for the onsumers :theme *arks<' In an effort to kee* ustomers e$ ited year after year+ theme *arks ha"e the o**ortunity at this on"ention to see the ne.est te hnologies first hand and de ide .hat to #ring to their theme *arks in the future' )his an negati"ely affe t the *rofit le"el of theme *arks ho.e"er+ as they #id against one another as they "ie for the #est te hnology+ dri"ing u* the *ri es and re*utation of the su**liers )hreat of ne. entrants M
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BA 540 Multinational Marketing Case Study ________________________________________________________________________________________________

)he threat of ne. entrants of theme *ark in South 3orea is not *arti ularly high' Lear Seoul + there are si$ theme *ark of .hi h 4otte 5orld + Seoul 4and and 9ongin (armland are the most nota#le ones' )heme *arks around the .orld re/uire a large s ale initial in"estment ranging from ,50 million to ,- #illion' 4and de"elo*ment ost +amusement ma hinery ost and .orking a*ital are the main om*onent of the a*ital in"estment' Sin e theme *arks are "ery om*etiti"e in nature+ ontinuous u*grades of ne. attra tions and reno"ate e$isting ones to attra t re*eat ustomers is a norm' )he threat of ne. entrants outside South 3orea a**ears to #e high es*e ially from .orld lass theme *arks su h as )okyo 6isneyland+ ? ean Park in 2ong 3ong+ Gaya An ol 6reamland in Gakarta and Bei>ing Amusement Park' 2ong 3ong 6isneyland has o*ened .ith su ess+ a ne. Shanghai 6isney re ent has #een announ ed+ and se"eral theme *ark *ro>e ts in 6u#ai+ though long delayed+ are no. starting to get under .ay' 5hether or not these *ro>e ts .ill su eed remains to #e seen+ #ut the entry #arriers for the theme *ark industry a**ear to #e mu h lo.er outside of the South 3orea' (or these reasons I ha"e to on lude that the threat of ne. entrants into the theme *ark industry does not seem to ha"e too large an im*a t on urrent om*anies *rofits' )hreat of su#stitutes M )he threat of su#stitutes in the theme *ark industry is one of the #iggest hallenges theme *arks are for ed to o"er ome' 5hile theme *arks su h as 4otte 5orld and Seoul 4and + they ater to ustomers for one or t.o days tra"el' (armland intends to de"elo* a resort to.n in 9ongin .ith lu$ury hotels+ golf ourses and resort a ommodations atering to ustomers .ith families and s*end longer time in (armland' )he hallenge for (armland is finding .ays to enti e ustomers to s*end their "a ations .ith them as o**osed to tri*s to the #ea h+ admission *arks+ am*ing tri*s or staying at home and .at h "ideo&mo"ies' )he threat of su#stitutes .ill al.ays e$ist as families de ide .here to s*end their money on "a ations ea h year' 2o.e"er+ if om*anies an find a .ay to remain rele"ant and offer a .ide range of a ti"ities for *eo*le to engage in like (armland +4otte 5orld + they .ill #e less sus e*ti#le to feel the effe ts of these su#stitutes and *rofit le"els .ill ontinue to gro.'

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BA 540 Multinational Marketing Case Study ________________________________________________________________________________________________

How do the particularities of the South Korean environment alter your analysis? you foresee any specific pro!lems? "hat are the key factors of success?

________________________________________________________________________ It is #est to use the PKS) analysis model to e"aluate the *arti ularities of the South 3orean en"ironment' )he analysis measures the market *otential and situation+ *arti ularly indi ating gro.th or de line+ and there#y market attra ti"eness+ #usiness *otential and suita#ility of assess' PKS) is an a ronym for Politi al+ K onomi + so ial and )e hnologi al fa tors+ .hi h are used to assess the market for a #usiness unit+ like (armland' Kssentially+ the fa tors are e$ternal in nature' )he su#>e t of the PKS) analysis in this re*ort is to e"aluate if Samsung 2ead/uarter should su**ort the #usiness *ro*osal #y in"esting ,-00 million in re"am*ing (armland )heme Park'

Political
4and Jse 8etting authority a**ro"al in #uilding a theme *ark in 3orea ould #e a tedious *ro ess and takes ty*i ally 0 M 5 years #efore any a**ro"al ould #e granted' )his is es*e ially so .ithin the "i inity of ma>or ities su h as Seoul .here land is s are' )he land re/uires for #uilding or e$*anding a theme *ark normally in"ol"ed onsidera#le large land *lot' K ologi alNen"ironmental Issue Politi al issues in"ol"ing e ologi alNen"ironmental on erns ould hinder a theme *ark *ro>e t' CitiEens or en"ironmental grou* affe ted #y the *ro>e t ould raise issue su h as noise *ollution+ traffi ongestion+ deforestation et '

Premium Insuran e for A idents 4egislation re/uires theme *ark o*erators to arry *remium insuran e for a idents in"ol"ing "isitors as a result of the rides+ .ater s*orts fa ilitated'

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BA 540 Multinational Marketing Case Study ________________________________________________________________________________________________

#conomic
After the 3orean 5ar of 1;50&1;5-+ South 3orea has *rogressi"ely e"ol"ed into a dynami industrial so iety through the de ades' By 1;;0s+ edu ational and *u#li health standards .ere high so as the a"erage annual in ome at *ur hasing *o.er *arity :ad>usting to the ost of li"ing in the ountry< standing at JS6 1-+-50 and .as gro.ing' )his ga"e indi ation of the s*ending *o.er of the *o*ulation #enefitted from the e onomy gro.th that e$*erien ed real 86P e$*anded #y an a"erage of more than @1 *er year from JS6 0'HB to JS6 0-0B in 1;@;' )ourism in South 3orea has #een gro.ing o"er the years' Ma>ority of the South 3orean tourist industry .as su**orted #y the domesti tourism' Most non&3orean tourists ome mainly from Ga*an+ China+ )ai.an and 2ong 3ong' Oisitors from South Kast Asian ountries .ere also on the rise' )he *o*ularity of *o*ular ulture in these ountries has in reased tourist arri"als' Seoul is the *rin i*le tourist destination for "isitors' (or the theme *ark industry in South 3orea+ the #usiness is one of seasonal and intermittent in nature' )he "isitor attendan e ty*i ally *eaked during s*ringNsummer and s hool holiday' (or those .ith outdoor fa ility+ the *arks .ould #e affe ted #y the #ad .eathers su h as torrential rains+ se"ere .inter ondition' 4ike.ise+ during the *eak *eriod+ the industry fa ed hallenges in u*holding /uality ser"i e standard in atering to large influ$ of "isitors' Challenges in luded man*o.er shortage+ trans*ortation+ #uilding management et ' )rans*ortation means in getting in and out of the theme *ark is an im*ortant onsideration in attra ting the "isitors' )hat is+ the lo ation and the a im*ortant riteria in the su essi#ility of the *ark *layed ess of the *arks' In South 3orea+ *a ing .ith e onomi

gro.th+ the go"ernment has #een de"elo*ing trans*ortation infrastru ture linking ma>or ities and most *arts of the de"elo*ing regions .ith su*er&high.ays+ trains+ su#.ay+ domesti air traffi et to *romote *ro$imity and mo#ility of *eo*le in the ountry' It .as also an im*ortant #usiness feature in the theme *ark industry to ontinue u*grading its infrastru ture through in"estment in reating more attra tions su h as rides+ sho.s et to meet ustomer loyalties+ e$*e tation and re*eat #usiness'

Social
Aa*id e onomi gro.th+ industrialiEation and ur#aniEation has shifted the mo#ility of the *o*ulation and migration of large num#er of *eo*le from the ountryside 'Most *eo*le no. li"e in ur#an areas+ and a om*le$ stru ture of so ial lasses had emerged that resem#led
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BA 540 Multinational Marketing Case Study ________________________________________________________________________________________________

the so ial stru ture of de"elo*ed 5estern ountries' 2o.e"er+ there .as ontinuity .ith the *ast' Confu ian and neoConfu ion ideas and institution ontinued to ha"e im*ortant im*a t to the so iety in the 1;;0s'Confu ian influen e .as most e"ident in the tremendous "alue *la ed on edu ation+ a ma>or fa tor in South 3orea7s e onomi *rogress' )he *o*ulation of South 3orea+ sharing a ommon language+ ethni identity+ and ulture+ .as one of the .orld7s most homogeneous' )he attri#utes ga"e intense feelings of nationalism to the *eo*le of South 3orean' South 3orea .as one of the .orld7s most densely *o*ulated ountries' )he e$tremely ro.ding in South 3orea+ es*e ially in ities like Seoul and Pusan+ .as a ma>or fa tor not only in e onomi de"elo*ment and in the standard of li"ing #ut also in the de"elo*ment of so ial attitudes and the human relationshi*s' )he in luding s*a e itself is intense' Aa*id e onomi gro.th+ industrialiEation and ur#aniEation ha"e aused *rofound transformation in the lass stru ture of South 3orea so iety' )he most e"iden e is the emergen e of ne. middle lass mainly residing in ur#an ities+ onsisting of i"il ser"ants+ salaried .hite& ollar .orkers in large *ri"ate om*anies and *rofessionals .ith s*e ialiEed training' )he num#er of fa tory .orkers has gro.n signifi antly as .ell' 5orkers in South 3orea ha"e the longest .ork hours among the de"elo*ed ountries' )he ty*i al .ork.eek is 44 hours or longer+ or fi"e and a half days a .eek' Most *eo*le start their day at @am and end at around 10*m or later+ often ha"ing dinner #efore returning from .ork' In general+ *eo*le li"ing in the ur#an ities like Seoul is under tremendous stress due to the .orking *ressure M long hours+ ro.ded en"ironment Mtraffi >am+ s*a e onstraint M small a*artment' Laturally+ .hen ome to *astime+ *eo*le .ill in line to.ards going to *la es that offer s*a e and less ro.ded area to rela$' Sur"ey in 1;;4 sho.s that south 3oreans s ored high on "isiting *la es like theme *ark+ nature and histori al *la e for a short one&day holiday *astime' om*etition for limited resour es

$echnology
)he theme *ark industry has three lasses of te hnology in*uts :1< the #uilding and onstru tion ser"i es that *ro"ided lands a*ing and ar hite tural su**ort :0< the hard.are *ro"iders that su**lied amusement ma hinery :-< the soft.are *ro"iders that su**lied management kno. ho.'

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BA 540 Multinational Marketing Case Study ________________________________________________________________________________________________

Building and Constru tion Ser"i es South 3orea has #een a *o.erhouse in #uilding and onstru tion te hnology' 3orean onglomerate su h as Samsung Cor*oration+ 2yundai Cor*oration ha"e #een reno.ned for their a*a#ility in taking on #ig and om*li ated #uilding onstru tion *ro>e ts' 2ard.are Pro"iders 2ard.are Pro"iders are su**lier that s*e ialiEed in su**lying amusement ma hinery su h as roller oaster+ simulators+ Oirtual reality et ' to the theme *arks' As the *o*ularity of the theme *ark gro.s+ there is demand in more high te hnologi al amusement ma hinery in attra ting ro.ds' Su**liers of su h high /uality ma hinery are fe. and on entrated in Ga*an+ Kuro*e and Jnited States' )hey are ostly in a /uiring and re/uire onsidera#le o*erating ost in maintenan e' Soft.are Pro"iders It is most diffi ult in de"elo*ing the management kno.&ho. in theme *ark industry' )heme *ark leader like 6isney has de"elo*ed su essful management kno. ho. tools in o*erating their theme *arks and make a"aila#le edu ational *rogram to train *ersonnel in deli"ering .orld lass /uality ser"i e' 2o.e"er+ it .as ostly and diffi ult to engage su h management soft.are through li ensing'

Specific Pro!lems
& & & 6e"elo* /uality ser"i e to meet ustomer satisfa tion 4and use to de"elo* theme *ark )rans*ortation

Key Success Factors in $heme Park %ndustry

Puality+ Safety and Se urity Customers e$*e t high le"el of /uality along all areas of the theme *ark' Jsers also e$*e t ad"ertures and e$*erien es in an artifi ial en"ironment at a al ula#le risk' Multi"arious+ range of o*tions and attra tions

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BA 540 Multinational Marketing Case Study ________________________________________________________________________________________________

)heme *arks ha"e to offer a .ide range of attra tions and *ossi#ilities .hi h meet the re/uirement and desire of ne. multi&o*tional ustomers' Kmotion )heme *arks need to tell a story and ha"e to im*art im*ressions and emotions as *ersuasi"e as *ossi#le' (un tionality and infrastru ture ?ne sto* solution taking into a Branding A or*orate #randing ena#les theme *arks to reate a good image+ in rease se urity+ trust and re ognition to attra t ustomers more effi iently' Inno"ation A ontinuing *ro ess of inno"ation and redesign hedges su of ustomer #eha"ior and fading ustomer loyalty' Jni/ueness )he offered *rodu t and set of e$*erien es and attra tions should #e learly defined to kee* uni/ueness against om*etitors and fo us on sele ted segment of ustomers 5eather inde*enden y All .eather o*erations ensure a en"ironmental fa tors In"ol"ement and intera ti"ity 5ith an in reasing in"ol"ement and intera ti"ity of the added< rise strongly for ustomers' Ks a*e and imagination Oisitors .ant to get a.ay from e"eryday life and e$*e t a tem*orary artifi ial and illusional stage' Ca*a ity and /ueue management
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ounts of *arking+ a

essi#ility to and from the *ark'

ess against hanging *attern

ontinuous #usiness and de lut h ser"i e from

ustomers the sur*lus :"alue

hange #y the

BA 540 Multinational Marketing Case Study ________________________________________________________________________________________________

)he management of the a*a ity during *eak and off *eak times and seasonal "ariations in demand are a ma>or fa tor for su ess and ustomer satisfa tion

Continuity and theming )he .hole *rodu t in luding all a ti"ities and designs should #e themed' Customers need to find them learly' Kn"ironment integration )heme *arks ha"e to #e integrated .ell into the e onomi al+ so ial and e ologi al en"ironment of the hosting destination' $he failure of the theme parks (alling ustomer e$*e tation Im*ro*er marketing and #randing (ailed lo ation and at hment Ine*t *ri ing and hidden ost Legati"e inno"ation and in"estment s*ital 4a king entre*reneurshi* and kno. ho.' Poor human resour e management+ #ad ser"i e attitude'

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