REPORT ON OCEAN PARK HONG KONG
SALAMAT ALI ROLL NO-1510, SEC- G 8TH SEM, AFTERNOON
COMPETITVE STRATEGIES OCEAN PARK
The purpose is to upgrade and expand the existing Ocean Park to meet anticipated visitor demands and to position Ocean Park as a premium tourist attraction and a regional leader in themed recreational and educational park experience. Ocean Park had lost around $80 million and a cumulative $200 million and, as Pei says, “the red blood was flowing” by the time he was brought in by the executive team as its head of marketing. Many locals expected the park would close down, particularly as the government had just committed an enormous sum of money to woo Disney to its Lantau Island site. Ocean Park was an old and tired brand and no one knew what it stood for.
Make Ocean Park “Better than SeaWorld” with the newest attractions, technology, marine design features and facilities. He got aggressively on the front foot to differentiate his product and brand from Disney, and made sure everyone and every communication enhanced that. A series of campaigns were run tobuild local loyalty like the “Love Ocean Park, Love Hong Kong” work.
The animal strategy was then moved into external communications under the “Love Animals, Love Ocean Park” tag and campaign, the campaign was also pushed through new platforms with an SMS quiz which Pei says attracted more than 100,000 responses.
His team also introduced special seasonal events to spike attendance at certain times like Halloween, Christmas and Chinese New Year, and also created an offering of corporate visits to make use of the park in the evenings when it was traditionally dormant.
Add new attractions, such as the arctic experience, which are unique to Asia and are expected to generate increased tourism to Hong Kong.
Provide new and upgraded food and beverage facilities as well as a range of retail shops and game opportunities. In addition to state of the art marine attractions, offer thrill rides targeting the teenage visitor market. Continue Ocean Park’s mission as an educational facility that is updated, more entertaining and appealing to the increasingly sophisticated visitor and resident markets.
MARKET POSITIONING OCEAN PARK
The methods employed by Ocean Park for market positioning is to align with the buying process of consumers also enabled the determination of its target market. Market segmentation is the determination and selection of a market for a firm based on criteria reflecting the needs that the firm seeks to address. Segmentation, implying the focus on a particular group, offers the benefit of focused marketing strategies that captures the needs of the groups and ensures market capture or consumer uptake of products and services. Market segmentation emerges from an understanding of the market. Generally, Ocean Park has three market segments including individuals and households, educations institutions, and corporate organisations. Specifically, individuals and households comprise of local and foreign tourists. Ocean Park reaches out to individual and households across the various income class and racial background. Educational institutions targeted comprise primary school students taking a field trip to the park for their science and history lessons to college students visiting the park for exposure to issues within the scope of their courses such as conservation and business managements through internship programs. Corporate customers also comprise the newest market segment targeted by Ocean Park, especially after the completion of the hotel within the park that could cater to conferences or meetings. Ocean Park determined its market segments by focusing on the needs of customers
and keeping track of the buying process. By introducing new activities and features, Ocean Park
was able to regain customers to compete with Disneyland. Now, Ocean Park receives 400,000 customers every year. Ocean Park create its market by developing a unique business concept by combining education, entertainment, and environmental conservation into a single park experience.
FINANCIAL STRATEGIES OCEAN PARK
Ocean Park signed loan documents worth 5.55 billion HK dollars (about 712 million U.S. dollars) with 25 banks and the Hong Kong Special Administrative Region (HKSAR) government here Tuesday to finance its re- development project. Analysts say Ocean Park's ambitious re-development project, which is scheduled to begin later this year, may position the park as one of the world's premier marine-based them park and help consolidate the cosmopolis' position as global tourist hub. According to the package deal, the financing of the project includes loans of 4.2 billion HK dollars (734 million U.S. dollars) from commercial banks and a loan of 1.4 billion HK dollars from the HKSAR government. In the commercial loans, Ocean Park also won a 15-year term loan of 1.4 billion HK dollars from the HKSAR government. Bank of China (Hong Kong), DBS Bank and HSBC were Mandated Lead Arrangers and general syndication attracted a strong interest from 22 local and international commercial banks, including China Development Bank, Hang Seng Bank, the Royal Bank of Scotland and Sumitomo Mitsui Banking Corporation. "The syndicated loan partnership signifies another important milestone for Ocean Park's redevelopment," Allan Zeman, Chairman of Ocean Park, said at the loans contracts signing ceremony, "We commend and value the support from the HKSAR government to reinforce Ocean Park as a must-see tourist attraction." Describing the negotiations for loans as "long and hard," Zeman promised to lead Ocean Park into a "landmark destination" by building a "world-class, sate-of the art" marine-based theme park to help secure Hong Kong's position as global tourist hub.
The re-development project, scheduled to begin at the end of this year and be completed in 2010, is expected to bring net quantifiable economic benefits of 40 billion to 48 billion HK dollars (5.1 billion to 6.2 billion U.S. dollars) over the next 40 years and create 11,300 to 12,800 new jobs for Hong Kong. Once completed, the re-development project will double Ocean Park's distinctive attractions from current 35 to more than 70 in 2010, according to the re-development plan. Since its opening in January 1977 as a non-profit organization, the home-grown Ocean Park has developed itself into an attraction connecting people with the nature by attracting more than 76 million tourists by the end of last year. Ocean Park was ranked as one of the world's 10 most popular them park by the Forbes earlier this month and was chosen by Hong Kong citizens as the city's most favorite scenic spot last year.
SERVICE MANAGEMENT OPERATIONS OCEAN PARK
GUEST SERVICES To help make your visit to ocean park as comfortable as possible, the ocean park provides a wide range of services and facilities for its guest convenience. Regardless of whether you are visiting us alone, with your family, children or in agroup tour, it is our goal to ensure that you are well taken care of you during your time here at ocean park. Our facilities and services include restaurants and food kiosks, telephones, baby changing sections, nuesery rooms and washrooms for disabled, fist aid services, ATMs, loakers and parking spaces. If you require any assistance whhile visiting park, please do not hesitate to approach any of our trained staff during your visit. Our friendly staff is always prepared to assist guests with queries abuout our facilities or any other park-related issues. OPERATION SERVICES • AIR QUALITY Strategically design the entrances/exits of PTI and loading and unloading area to minimie queuing of veicles. Minimize idling emissions by providing instructions to drivers using PTI and loading and unloading bay to swich off the vehicle engines while waiting. • NOISE Use silencers, mufflers or acoustic shields for fixed plants.
Use purpose build noise barriers/enclosures. Use noise tolerant building to act as noise screening structures. Orientate the performance stage to point away from nearby NSRs. Acoustic design of the loud speakers system. • WATER QUALITY Install approprite teatment facilities,e.g.divert surface runoff and cooling water to silt traps and oil interceptors if considered necessary before discharge to existing local storm water drainage system. • LANDSCAPE AND VISUAL Landscape planting for the project and reinstatement of planted areas. Aesthetic architectural forms, colors and finishes of visible structures.
FEASIBILITY STUDY OCEAN PARK
AECOM was retained by The Ocean Park Corporation to conduct an economic feasibility study for repositioning Ocean Park. We worked in close cooperation with Ocean Park management, planning group members, and the design team to develop a preferred redevelopment strategy for the park. We produced an overview of facilities and economic performance; analyzed redevelopment strategies, available markets, hotel demand; and provided long term attendance forecasts, planning parameters, financial analyses, and economic impact assessments. Ocean Park is Hong Kong's oldest amusement/theme park and is located on the southern side of Hong Kong Island. The US$712 million redevelopment plan is currently underway between 2006-2012. It is a comprehensive eight-phased masterplan. Overall, the park is to be enlarged by 12-15 acres and the number of attractions and rides is to double from 35 to 70. This includes adding 3 new hotels (one 3-star hotel with 660-rooms at entrance; 4-star 460-rooms at Fisherman's Wharf; and 5-star spa-resort hotel at the Summit). The HK Government is also expanding the MTR subway line to the front-gate by 2013-14 with greatly improved accessibility.