Management Project – A Two Years Marketing Plan for Ocean Park

Student Name: Chan Chi Keung Tommy Student Number: 052354 Spring Term 2008

Table of Contents
(A) (B) (C) EXECUTIVE SUMMARY …………………………………………………….………… P4 INTRODUCTION OF OCEAN PARK ……….…………………..………… …… P.5-6 MARKETING OBJECTIVE ………..……………………..…………………..……… P.7
1. 2. To attract more Mainland visitors in coming two years To sustain/ maintain Ocean Park as a world-class and must-see destination

(D)

SITUATION ANALYSIS ……..…………………………..……………………… ….. P.8-11
1. SWOT Analysis 1.1 1.2 1.3 1.4 2. 2.1 Strength Weaknesses Opportunity Threat Macro Industry Environment …………....………..………….....…….. P.12-14 I. II. III. IV. 2.2 I. II. III. IV. V. 3. 4. Political Forces Economic Forces Social …show more content…

More attraction to be built and large scale enhancement to be done for transforming the Park into a world's best marine-based theme park in Asia. Upon the completion of the redevelopment, the Park will become a world-class, must-see destination that will further strengthen Hong Kong as a premier tourist destination. Apart from the achievement on record-breaking growth in attendance, Ocean Park also increased its revenue from the deficit status of HK$4 million in 20022003 to the surplus achievement of HK$156.5 million in 2005-2006. The dramatically figure (figure 2) as follows:Figure 2
(Source: Ocean Park Annual Report)

Year 1 July, 2005 to 30 June, 2006 1 July, 2004 to 30 June, 2005 1 July, 2003 to 30 June, 2004 1 July, 2002 to 30 June, 2003

Surplus / Deficit (HK$) $156.5 million $119.5 million $96 million (-) $4 million

With

the

above

record-breaking

achievement,

Ocean

Park

continues

to

strengthen its business strategies in both Hong Kong and Mainland China so as to lasting its record time.

A Two Years Marketing Plan for Ocean Park

Page 6 of 49

(C) MARKETING OBJECTIVE
In order to achieve the organization’s vision and mission in the coming years, there are 2 objectives