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Six Flags Strategic Management Plan

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Part 1:

Analyzation of Six Flags over Georgia:

Six Flags used to be one of the top of the chain when it came to the free time market. With

families across the US and some internationally. However once the Covid 19 pandemic hit,

people were forced to quarantine causing no one to be able to go to the park. This lack of

customers and growing debt, the company soon started to go downhill. After the pandemic

started to die down, Six Flags lost a total net total of 96 million dollars after Q1 2021. However

the current situation of Six Flags has changed. The management structure of Six Flags is still

vertical with 8 total members in top management.

The members are listed below.

Financial Situation and Location:

The company still has the same mission statement with it being “To deliver smiles and thrill

to children and families around North America”. The financial situation for Six Flags has

plummeted heavily after the pandemic said earlier. In 2021 Six Flags made a total of 1,497

million dollars in total revenue, an increase of 9 million dollars made in 2019 but a 49 million
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dollar decrease in profit. Compared to this year Six Flags made a little over 900 million dollars

this year showing a visible decrease in revenue and profit. Six Flags has a total of 27 locations

across Mexico, Canada, and the United States. The Six Flags in Georgia is located at 275

Riverside Pkwy, Austell, GA 30168. There are a total of 14 rides in the park and the names are

listed below.

● Acrophobia
● Batman
● Blue Hawk
● Dare Devil Dive
● Georgia Scorcher
● Goliath
● Justice league Battle For Metropolis
● Pandemonium
● Sky Coaster
● Sky Screamer
● Superman
● Great American Scream Machine
● The Mindbender
● The Twisted Cyclone

The park contains different sections in the park, they are listed below.
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The park has many restaurants that offer a variety of food and drinks. Examples being

Birds of prey cafe, boomtown snacks, coastal dippin’ dots, country cousins lemonade,

Dee Jays diner, JB’s Sports bar and grille, etc. Some examples of entertainment the park

offers are Looney tunes characters meet and greet, and ShenaniGuns! Wild west show.

They also offer services like First aid, lost and found, package pick-up, kid swap passes,

ride information center, stroller and wheelchair rentals. The company has dealt with

many ups and downs throughout the pandemic.

Successes, Failures, and Impacts of Covid:

One success the company has had going for them is the 9 million dollar increase in

revenue in 2021 compared as in 2019. The success is massive because the company

increased sales right after the quarantine ended and people just now allowed to go to

different locations. However one of the failures the company has dealt with is of course

losing 49 million dollars in total profit. Even though they gained 9 million in total sales,

the company still lost money in the grand scheme of things. Impacts of covid affected
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every company, but Six Flags was one of the companies that was hit the hardest during

this time. Due to covid, Six Flags had a 725 million dollar debt from all its parks

nationally and internationally. As parks started to open again after the quarantine, parks

forced people visiting the parks to plan ahead and allow only a certain number of guests

at a time allowing only 25% of the parks capacity. All guests were forced to wear masks

and had to undergo screening and temperature tests.

Future Outlook for Six Flags:

Based on the current numbers from this year and last year, going off 6 months into the

year of both 2022 and 2021, this year Six Flags marginal gained a total of 32 million

dollars compared to 2021. However, this year Six Flags has a marginal loss of a total of

1.6 million in attendance. To make up for the loss of attendance, this year spending

capital has gone up by 13.7 dollars compared to last year. Then again, inflation has been

a problem the county has been dealing with this year causing the spending to go up.

However another important factor to remember is this is the first year covid isn’t a

dominating problem in this current year and the number of covid cases will go down

further boosting attendance. With this information presented it's safe to say that the

company will see a rapid increase in attendance and total revenue in the upcoming 2

years. In the next 5 years it’s not a bad statement thinking that the company will almost if

not fully recover from the money lost due to the pandemic. With the old pandemic in the

past and the increasing population in years to come. It’s also safe to say that Six Flags

will again see a marginal increase in attendance, revenue, and profit.

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Part 2:

Competition:

Six Flags has lots of competition in the southeast alone. The truth of the matter is that Six

Flags competition is any establishment that gets its consumers from their free time. With this in

mind Six Flags has many challenges they face but despite that they manage to still be able to be

one of the top companies in this market. However, there are many other companies that dominate

the market better than Six Flags has. 2 examples of companies that have out done Six Flags in

revenue and profit. Those two being Universal Studios and Seaworld. Information below shows

how similar yet different the 3 companies are.

Universal Studios

Number of Coasters 4 roller coasters

Names of Coasters ● Harry Potter

● Escape from Gringotts
● Hollywood RIp Ride Rockit
● Revenge of the Mummy

Name/Photo of Sections

Ten other rides ● The Simpsons Ride

● The Cat in The Hat
● The Amazing Adventures of
Spiderman
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● Woody Woodpecker's Nuthouse

● Fast and Furious Supercharged
● Shrek 4D
● E.T. Adventures
● Skull Island: Reign of Kong
● Race Through New York
● Transformers the Ride 3D

Water Rides ● Popeye and Bluto’s BIlge-Rat Barges

● Jurassic Park River Adventure
● Dudley Do-Right’s Ripsaw Falls

Food and Beverages ● The Cowfish Sushi Bar

● Toothsome Chocolate Emporium
● Mythos Restaurant
● Antojitos Authentic Mexican Bar

Entertainment ● Water Rides

● Roller Coasters
● Tourist Attractions
● Water Parks
● Virtual Rides

Services ● Hotel Service

● Tour Guides
● Movies

Location ● 6000 Universal Blvd, Orlando, FL

32819

Cities ● Orlando, Florida

Extra Information ● Total revenue last was 1.6 billion

dollars

Seaworld.

Number of Coasters 6 roller coasters

Names of Coasters Ice Breaker, Mako, Kraken, Manta, Infinity

falls, Journey to Atlantis, paddle boats,
sesame street land, and sky tower
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Name/Photo of Sections

Ten other rides paddle boats, sesame street land, and sky
tower

Water rides Infinity falls, Journey to Atlantis, Flamingo

paddle boats

Available food and beverage Coaster coffee company, edys ice cream
parlor, Sweet sailin’ candy shop, Voyagers
smokehouse, Lakeside grill

Entertainment offered Bayside stadium, dolphin stadium, Nautilus

Theater, Orca stadium, Sea Lion and otter
stadium, and the seaport theater

Services offered Smoking areas, Lockers, service animal relief

area, atm, first aid, Nursing facility

Location of park Orlando Florida

Surrounding cities Doctor Philips, FL. Oak Ridge, FL. Pine

Castle, FL.

Other info It opened in 1973, they make 1.5 Billion

dollars a year.

Comparison:
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In comparison, Six Flags are on an equal level and in the same situation. Both companies

made a roughly 1.5 billion dollar revenue last year, however seaworld having less expenses made

a profit of 256.6 million dollars while Six Flags made a negative profit of 49 million dollars.

This shows that Seaworld has been able to lower their expenses and manage their money better.

We can take this opportunity to learn from a company that’s on our level and comparable so we

know how we can improve right now. In comparison to Universal, once again Six Flags and

Universal are comparable in revenue with Universal making a total 1.6 billion dollars in revenue

last year, but made a bigger profit not only on rides but also food and hotel attractions. This

shows us that with more attractions that use just rides, we can expand into different markets to

expand attractions and take examples from big companies in our area, an example being

universal.

Part 3:

Strategy Formation:

Our current objective is to increase attendance and bring Six Flags back to its prime. One of

the ways our team is going to go about it is by adding a new ride that will be bigger and fast than

the most popular ride at the park, known as The Goliath. The Goliath is the most popular ride in

Six Flags Georgia due to its massive size at 200 feet and its speed reaching as fast as 85 miles

per hour. Knowing this information our team decided to make a new ride that is like the Goliath

but bigger and faster. The name of the ride is gonna be called David. David will be 250 feet tall

and able to reach speeds as fast as 100 miles per hour. The reason for the name is because of the

bible story of David defeating Goliath in a battle. The reason why our team will think this ride

will be a great addition is because Goliath gained popularity solely based on the size and the
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speed of the ride. This shows that the overall market likes the fast and big rides the park offers.

So to regain popularity adding a ride that people are sure to enjoy would be very important to

restoring Six Flags back to their prime. The target market for this ride is the people who enjoyed

the Goliath and teenages to young adults who enjoy the thrill you get from riding big and fast

rides. The estimated cost of the ride will run up to about 35 million dollars.

Additional Attractions:

One new attraction Six Flags should add is a sit down burger bar and an ice cream shop. The

reason for these two attractions is because it allows families to sit down and enjoy one another.

Also Six Flags sales are max during the hotter seasons so providing an ice cream shop would

make a large amount of sales during this part of the season. A seasonal idea Six Flags could add

is a Christmas lightshow, it will be called, The Lights of Christmas. The lightshow will show a

classic christmas story shown through lights. The event will contain hot chocolate, eggnog,

cookies, candy canes, and more. Families will sit and enjoy the show.

Marketing Campaign:

We will spread awareness about the Christmas event by posting on live television with

commercials advertising the event using a demonstration of what the fireworks would look like

in a night sky showing a preview of what the story will be about. We will also do this across

popular adult social media like Facebook, Twitter, and Instagram. We will also hang banners at

popular malls like Cumberland, Lenox Square, Perimeter, etc. The banner will contain Santa and

Grinch battle it out to save or break christmas. The way to operate this event will be to hire a

crew to control the fireworks and come up with an entertaining classic christmas story. Provide a
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space for families to sit. Have concessions available for the guest to ensure they have a good

time.