A. Brief Background of the Case
• Enchanted Kingdom is the very first world-class amusement park
in Laguna, Philippines which was launched in 1995.
• It was founded by friends namely Bernie and Ivan.
• It aims to bring joy, fun and excitement to Filipinos.
• Composed of seven fantastic theme zones and 21 rides.
B. Case Problem
• Uneven demand of the theme park
• Time consuming line up for rides
• Lack of promotional advertisements
C. Case Objective
1. To help the company maintain and improve its current position
in the market.
2. To showcase the advantages of Enchanted Kingdom compared
to other leisure companies.
3. To help the company balance out the theme park demand in the
year-round.
4. To aid the company in formulation marketing strategies that are
based in solving the company problem.
D. SWOT Analysis (Strengths)
•
Pioneering world-class theme park
•
A lot of activities to offer
•
Well trained employees/crew
•
Serves as an educational tool
D. SWOT Analysis (Weaknesses)
•
Crowded during peak months
•
Lack of advertisements
•
Pricey foods
D. SWOT Analysis (Opportunities)
•
Has a lot of promotional strategies
•
Well-known theme park in the Philippines
•
Thrill-seekers
D. SWOT Analysis (Threats)
•
Inaccessible for some regions
•
Economical Priced Competitors
•
Economic Conditions
E. Current Marketing Mix
i.
Product
Enchanted Kingdom offers a variety of rides and attractions that is
different to other theme parks, recreational parks, and other local
carnival operators. It has seven theme zones with 21 different rides
and attractions, food outlets, specialty stores and videogame centers.
E. Current Marketing Mix
• ii. Price
• Prices may vary depending on the type of package visitors are
going to purchase. The cost rate of this package depends on the
type of school;
• Public Schools (Pre-school to High School), tickets are priced at
P150 (student) and P180 (parent) with a maximum of 50
students good for a whole day trip
• Private School Rate (Pre-school to College Level) are as follows:
P180 (student) and P180 (parent) with a maximum of 30
students good for a whole day trip
E. Current Marketing Mix
iii. Place
Laguna
E. Current Marketing Mix
iv. Promotion
• Government Promo
• Twicket with Pepsi
• Calabarzon Promo
• Magic Treats Promo
• Barkada Treat Promo
• Sembreak Treat Promo.
• Enchanted Kingdom is
infrequently advertised on
televisions and there are
hardly any posters or fliers
being spread around for the
theme park’s promotion.
E. Current Marketing Mix
v. Process Management
• Reserve tickets and pay later
• Purchase tickets on the spot by directly going to their ticket booth and go
straight inside the theme park.
• Visitors will be given sticker bracelets
vi. People
• Crews
F. Competitors Analysis
• Tom’s World
• Manila Ocean Park
• Time Zone
• SM Sky Ranch
G. Alternative Solution to the Problem
• Membership Card
• Enchanted Kingdom Application
• Free souvenirs
• Host events during non-peak seasons
• Social media advertisements
• Shuttle services
H. Conclusion