Marketing Management of Ocean Park

Topics: Amusement park, MTR, Marine mammal park Pages: 2 (633 words) Published: October 29, 2014

2014/15 Semester One
Marketing Management SPD4250
Topic: Ocean Park Hong Kong
Name: Ho Ka Shing Lam Yee KI
Leung Ping Sin
Tai Ho Kwan
Yeung Yee Kuen Zhang Xiao Jun Tutorial Group: 03E
Group: E

Group Project Proposal for Ocean Park Hong Kong

Brief Description of Ocean Park Hong Kong
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...
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