Samsung Everland

Introduction
Everland is largest theme park in Korea It offers numerous recreational activities

including European Adventure Magic land American Adventure Roller Coasters Everland Speed Way Wild River v

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Sea Wave A uatic center !ortress "ay Slide #oo$%ropia&

'vervie( of the Case

Samsung Everland is the pioneer in introducing theme park concept in South Korea& Everland formally )ongin farmland (as opened in *+, 'perating profits of the company increased in past fe( years .um/er of attendants also increased in past years 0rimary market comprises of customers (ho travel a/out * hour drive to Everland& (here as secondary market focuses *$1 hours and tertiary market comprises of those driving more then 1 hour drive Everland introduced a master plan& e2pansion of everland (hich include Cari//ean /ay& 3lo/al fair& Safari %our Everland is often compared to 4isneyland /y those (ho have visited /oth parks Mr56er7president8 (as not only committed to the customer satisfaction /ut one step ahead i5e5 delight them

Master 0lan9 !armland Everland

E2pansion and :p gradation !irst 0hase investment of :S ; <== Million Introducing
Cari//ean "ay (ater park (orth ;*>=m 3lo/al !air (orth ;?@m Safari %our (orth ;@=m

'n successful completion of first phase9 Second 0hase (ill /e launched comprises of devolving Resort

%o(n& Au2ury 6otels& 3olf Courses B Resort Accommodation

Service Initiative
Enhancement of services7Win$Win 0hilosophy8 Cleanliness campaign Service academy
In$house educational center Enhance learning capa/ilities Service trainings for other organiCations .ation(ide campaign for courtesy B kindness8

0ersonnel policy 7recruitment& education B retraining8 Early measurements7Korean Research 3roup8

Competitors
Aotte World Seoul Aand 4ream land Children 3rand

0ark Seoul 3rand 0ark

Seoul Land

StrengthsS Pioneer in Korea Strong parent company Brand, Financially strong Vast premises Orientation towards customer satisfaction

Weaknesses W

SW'%
Opportunities O $ew mar%ets Indoor recreational facilities Increasing need of recreational acti ities in people &&'&( people prefer spending )day *oliday in t*eme par%s

Image in Yongin Quality in ser ice Low employees concern to satisfy customers !ccessi"ility Increased operating e#penses

SO Strategies Product +e elopment ,S&-S.-O&/ 0ar%et Penetration ,S&-S.-O&-O1/ 0ar%et de elopment ,S&- O)/

WO Strategies 0ar%et Penetration

Threats T

ST Strategies

Strong 2ompetitors 2reati e and inno ati e industry

Focus Strategy ,S&,.,1 - 3),&/ Inno ation ,S&,.,1 - 3),&/

WT Strategies

+ifferentiation 4n*ance "rand image

0orters !ive !orces Model

Competitive Rivalry
Intense

"argaining po(er of supplier

6igh

"argaining po(er of customer

high

%hreat of ne( entrants

Ao(

%hreat of su/stitute
medium

0ES% Analysis
0olitical Economical Social %echnological

0rofit declined
)55& $et Sales 16)6. )55. 77&)6 7)586 .&.: (age 2*ange )6( )5( ,.'67/

3otal 4#penses 1.8)6 Operating Profit ..79

*Data in Millions of Korean Won

Recommended Strategies
%heme parks industry is highly technological& and it re uire

innovation and ne( products (ith the passage of time& (e recommend Product Development for Everland Everland should provide uality service in order to retain their customers and for this it is advised for Market Penetration %heme park is a gro(ing industry and Asia is considered to /e a highly attractive market& so Everland should go for Market 4evelopment Everland must implement focus strategy in order to increase their uality in service to delight their customers& /ecause %heme parks /usiness is /ased on returning /ack customers 7those (ho visit again B again8 Everland should also /uild a strong RB4 department& /ecause successful theme 0arks need strong market research to /etter understand their customers