An analysis of Ocean Park Essay

1. Introduction Hong Kong maritime put is grappleed as a unrivalled of servicemans largest shipboard soldier park, located on the south end of Hong Kong Island. The three sections be located on the headlands of Brick Hill, objet dart the other two section is located in the Wong Chuk Hang valley abjectlands and Tai Shue Wan. It is considered as one of the largest maritime in the world, having an argona of 870,000 forthright metres (2013). This paper go out focus on analyze the external milieu such as the economic and finishing aspect that privy furbish up the relationship of the organization to their customers, key to down the stairsstanding their impact on the indus rise.Furthermore, it will focus on the internal environment of the organization such as its core competency, together with its strengths and weaknesses. There be various forces that influence the Marco Environment. interest is the detailed analysis based on the above dimensions 2. Analysis of naval parks Environment St enjoingic position To understand the stage business environment that sea parking lot is operating, we will examine it by the blighter Framework, and the SWOT analysis. 2. 1PEST analysis 2. 1. 1 Political issues Launch of individual send for scheme (Pos +)The private Visit final cause was first introduced in tetrad Guangdong cities on 28 July 2003 as a liberalisation measure under the Closer Economic Partnership Arrangement. There were 4. 3 million Mainland visitant arrivals to Hong Kong under this scheme in 2004, chief(prenominal)land chinaw atomic number 18 become No. 1 germ guest of marine put (Table 1. 1). The railway scheme for the southeasterly Island occupation1 (Pos +) The sulphur Island Line (East) will be connecting the MTR network at Admiralty to the gray District of Hong Kong, via new stations at marine car park.Construction of the South Island Line (East) commenced in 2011 for completion expected in 2015. In addition, in that res pect will be expanding tourism in the Southern District and sleeper Aberdeen with marine Park. Amendments to the Marriage Ordinance (Pos +) In 2005, the government approved a new policy on marriage registration. There is no terminal point on choosing place for registering a marriage. The couples can registration on diametrical place of worship with advance application for competent minister. All these declare oneself new business opportunities for oceanic Park. 2. 1. 2Economic trends GDP Growth in china and Hong Kong (Pos +).While 2008- 2009 Hong Kong struggles with financial tsunami, one year after the gross domestic product (GDP) grew by a remarkable 9. 3% (Figure 1) in existent terms and Chinas GDP growth seen as stable. Thats able to provide a stable economic environment to oceanic Park which able to sustain its development. GDP growth (annual %) in Hong Kong and China Fig 1 GDP ANNUAL GROWTH RATE, Source bounce Census and Statistics De break outment and National bur eau of statistics of china Employment rate in HK (Pos +) The unemployment rate fell from a high of 8. 6% in the second pull out of 2003 to a near three-year low of 6.5% in the fourth quarter 2004. Hong Kong consumer devolveing primary(prenominal)tained nonable growth end-to-end the year since they are optimistic of the economic outlook and improving hollow commercialise intends. Underemployment rate (%)2006201020112012 4. 84. 43. 43. 4 Fig 2. Source from Census and Statistics Department2 2. 1. 3Cultural and well-disposed set and trends The demographic distribution of Hong Kong and China (Pos +) oceanic Park is geared toward families names, kids, and grandparents. From fig 3 it shows the family size of Hong Kong are getting smaller, that means parent are able to spend more money on their forged kids.On the other hands, Chinas one-child family policy has had a capacious effect on living standards, the mainland traveler are willing to spend money on travel. Domestic k infolks by House agree Composition and Household Size, 2006 and 2011 20112006 Household Composition Household size Composed of couple and individual children 1nilnil 2nilnil 3382 704344 436 4390 839400 360 5135 293140 382 6 and over25 37934 172 Fig 3, Source Census and Statistics Department 2011 annual payoff for sop upion (Pos+) Events are the main reason of the attractions business.They recognized this early and hold unalike annual events such as Chinese New Year, Summer, Halloween and Christmas. The Halloween do it has become an iconic Halloween event in the region and guests from Hong Kong, mainland China and foreign has shown biggest support in October and over the years. The showcase successfully spread Halloween culture to their visitors and rescue a new experience to the tourists from mainland. 2. 1. 4Technology Analysis New vane site to promote and events (Pos+) With the increasing use of internet, it becomes an central link for grocery store and customer relat ionship.The internet can offer a great familiarity with huge and immeasurable possible market. The website will keep updating maritime Parks latest in mixed bagation, news, promotion and more interactive give out can be added in. 2. 2SWOT Analyze Education, fun and safety are the values which marine Park stresses. Apart from that Ocean Park key alike provides all tourists with an experience in immanent scenic environment and exotics living organisms (Appendix 1). However, add-on competition may result in a further descending(prenominal) price pep upure and affect the companys financial condition and result of operation.StrengthsWeakness unique(p) animals are selling point in ocean Park. Ocean Park is recognized as icon of Hong Kong. Reasonable price of tickets Limitations on land development as its hilly. Facilities are comparatively old an unattached. Opportunities Individual traveling Scheme was carried out in 2003. operose economy growing in China. Support of local g overnment. Higher remove of frolic from the public. Threats Competition and challenges from HK Disneyland. More attractive points in the neighboring countries. Strengths Unique animals are selling point in Ocean Park.Grand Aquarium, marine creature are unique selling point inside the OP. The main strengths of OP focus on their offering of animals, fun and education to the tourists. OP tries to present the natural behavior of animals to enable people to see them in a notional way. The key is finding a balance between human merriment and natural environments. That makes OP different from a lot of theme parks in the world. They besides offer a differentiation advantage because it is considered as large than the HK Disneyland, thus enabling OP to offer more and new features and shows than Disneyland.Compare with Disneyland, they are focuses on showing the reality regarding the nature, objet dart Disneyland focuses on fantasy. Ocean Park is recognized as icon of Hong Kong and has established a good image. OP is a Hong Kong park its very local and they have generational values. Its been around longer than 30 years and there is a connective to the market. People go to the park as children and now they are bringing their children. Reasonable price of tickets Ocean Park offers cheaper ticket costs HK$280 for bighearted and HK$140 for children, compare to HK$450 for adult and HK$320 for child of Disneyland.Tickets are offered at a reasonable price which can be afforded for most people and attract more visitors easily. Theme ParkGeneral Admission TicketChild TicketSenior Ticket Disneyland$450$320$100 Ocean Park$280$140Free Fig. 5 Comparison of ticket prices of Ocean Park and Disneyland. Source form Ocean Park and Disneyland website. Weakness Limitations on land development as its hilly. Structure of geographic location is the main disadvantage. This is due to the circumstance that they have the limitation on the land development because the location is hilly. F acilities are relatively old and unattached.9 Although OP started the renovation works but it would not be completed in a short time. The maintenance set down is higher. The fact that they is considered as an oldest sport park in Hong Kong, there are different facilities that are old and un-attractive. Opportunity Individual Traveling Scheme The main opportunity of Ocean Park is launch the Individual Traveling scheme. That had helped to improve the number of the visitors. (Table 1. 3) The stable economy growth in Mainland overly improving middle class with healthful purchasing power helped to increase the demand of outbound travel.Mainland traveler becomes a main guest source of OP. Now they have Chinese acrobatic shows, which are relevant to the market they serve. Support of local government Ocean Park has a strong marketing support from the government that recommends to the foreign visitors. It is also important to consider the development of new transportation South Island Li ne that would cause gizmo and fast access direct to the park for the visitors. Higher demand of entertainment from the public as economic growth stably. Threats Competition Disneyland In Hong Kong amusement park industry, one of the threats that must be considered is Disneyland.The main influences because they were bringing a world-class standard of entertainment and service that Ocean Park unable(p) to match at that time. Furthermore, it targets the children, thus the whole family because of the different rides and attractions that focuses on different well-known Disney characters. On the other hand, the main disadvantage is that most of the mainland Chinese doesnt have those strong attachments with Mickey and friends and other Disney characters. These aspects are important for the company because most of the visitors of the country come from mainland China.3. Conclusion As of now, Ocean Park is enjoying a comfortable position in the amusement industry. The main reason for the su ccess of Ocean Park is because the support from the government that can be seen the implemented for easy access of the said place. With the launch of Individual Visit Scheme, mainland China becomes a main source of Ocean Park. The Mainland market is driving Ocean Parks growth. Increasing GDP and low unemployment rate provide a stable economic environment to Ocean Park which able to sustain its development.For all the positive factors, it shows Ocean Park will grow faster than average. OP was able to use the culture in order to attract more locals and foreign visitors, as well as the current spread of the environmental awareness, which enables the organization to incorporate education and rushing in their features and services. That is the reason why it is frequently visited by families from different part of the globe. Furthermore, the organization had been focuses on the cost and differentiation create as two important competitory advantages. It had been offer an affordable ticke t with fun experience.It is also important for the company to use its unique innovative reform, competitiveness of enterprises and expanding the eye socket of business and achieved good results to against its competitor. This is due to the fact that Disneyland is currently into renovation process, in order to regain their competitive position in the market. Ocean Park has now entered the second phase of the magnification plan, the further enhance the competitive strength of the Ocean Park is expected to become a worlds best marine theme park. Reference 1. MTR South Island Line (East) Key tuition Summary.2013. MTR South Island Line (East) Key Information Summary. ONLINE easy at http//www. mtr-southislandline. hk/en/key-information/summary. html. Accessed 14 May 2013. 2. Overview Census and Statistics Department. 2013. ONLINE Available at http//www. censtatd. gov. hk/hkstat/sub/so30. jsp. Accessed 18 May 2013. 3. Vision and Mission Corporate Information Ocean Park Hong Ko ng. 2013.. Available at http//www. oceanpark. com. hk/html/en/ footer/corporate-information/vision. html. Accessed 13 May 2013. 4. Hong Kong Economy Hong Kong Economic Trends. 2013.ONLINE Available at http//www. hkeconomy. gov. hk/en/trends/index. htm2. Accessed 13 May 2013. 5. Press Release Corporate Information Ocean Park Hong Kong. 2013 Available at http//www. oceanpark. com. hk/html/en/footer/corporate-information/press/press. php? id=592. Accessed 16 May 2013. 6. Gross Domestic Product for the 4th quarter 2004 and the whole year of 2004 Census and Statistics Department. Available at http//www. censtatd. gov. hk/press_release/press_releases_on_statistics/gdp/gdp_4q2004/index. jsp. Accessed 18 May 2013. 7. Labour Overview Census and Statistics Department.2013. ONLINE Available at http//www. censtatd. gov. hk/hkstat/sub/so30. jsp. Accessed 18 May 2013. 8. Ocean Park Corporation (2012), Annual Report, Page 96 9. EMSD completes investigation into helium balloon ride incident a t Ocean Park. 2013. EMSD completes investigation into helium balloon ride incident at Ocean Park. ONLINE Available at http//www. info. gov. hk/gia/general/201208/30/P201208300416. htm. Accessed 18 May 2013. give 1 Hong Kong tourism statistics Table 1. 1, An overview of the latest general tourism statistics. 2013 visitor Arrivals (Year-to-date) 12,742,332.Major Market AreasMar 2012Mar 2013Growth (%) All Countries3,709,4844,087,286+10. 2 The Americas167,827165,247-1. 5 Europe, Africa & the Middle East219,777235,706+7. 2 Australia, New Zealand & South Pacific66,14568,459+3. 5 North Asia210,918183,919-12. 8 South & southeastern United States Asia329,028351,684+6. 9 Taiwan154,942165,455+6. 8 Mainland China2,497,0612,842,002+13. 8 Source from Hong Kong touristry Board In 2011, Mainland China continued to be the largest visitor source market of Hong Kong with 28. 1 million arrivals (+23. 9%), accounting for 67. 0% of our total arrivals. Amongst all Mainland arrivals, 14.5 million (51. 6%) were same-day visitors, up by 31. 7% year-on-year. 65. 3% or 18. 3 million visitors came to Hong Kong under the Individual Visit Scheme (IVS), up by 28. 8% over 2010. Table 1. 2 Total Tourism wasting disease Associated to Inbound Tourism Tourism Expenditure fromJan-Dec2011 (HK$Mn)Jan-Dec2012 (HK$Mn)Growth (%) Overnight visitants166,694. 05185,841. 44+11. 5 Same-day In-town Visitors39,358. 0952,606. 33+33. 7 Cruise-in / Cruise-out Passengers 70. 8274. 935. 8 Total Tourism Expenditure Associated to Inbound Tourism258,722. 71296,563. 77+14. 6 Source from Hong Kong Tourism Board.Table 1. 3 Hong Kongs Top 5 tourist attraction (000) Leading Visitor Attractions2009201020112012 Total59,326. 261,438. 863,634. 165,774. 9 Other Visitor Attractions28,952. 529,286. 130,118. 030,789. 2 Victoria Peak9,150. 19,608. 89,990. 610,359. 5 Ocean Park4,985. 25,242. 85,472. 55,722. 4 Peak Tramways4,930. 95,434. 65,727. 16,051. 3 Disneyland4,664. 34,970. 25,218. 05,525. 1 Clock Tower2,178. 92,313. 72, 399. 02,486. 3 Wong Tai Sin Temple1,989. 02,028. 72,080. 82,137. 7 Tian Tan Buddha1,544. 31,586. 21,629. 01,670. 7 Hong Kong Wetland Park456. 3470. 0477. 3486. 7 Noahs Ark474.6497. 7521. 8545. 9 Source from Travel and Tourism Euromonitor from mint sources/national statistics Table 1. 4 Tourist Attractions Sales HK$ million200620072008200920102011 Art Galleries 15. 115. 415. 816. 116. 917. 5 Casinos Circuses diachronic Buildings/Sites 202. 1205. 7209. 4215. 7221. 0225. 5 Museums 48. 352. 368. 052. 353. 354. 6 National Parks/Areas Of Natural Beauty 633. 0662. 5685. 7713. 1738. 0765. 3 Theatres Theme/ sport Parks 2,512. 02,007. 92,188. 63,434. 53,674. 93,940. 3 Zoos/Aquariums Other Tourist Attractions 296. 9325. 6332.1345. 4357. 5372. 8 Tourist Attractions 3,707. 43,269. 43,499. 64,777. 15,061. 75,376. 0 Source Euromonitor International from official statistics, mete out associations, mete out press, company research, trade interviews, trade sources Table 1. 5 Tourist Attractio ns Visitors 000 people200620072008200920102011 Art Galleries 748. 8775. 8791. 3795. 3827. 1851. 9 Casinos Circuses Historic Buildings/Sites 5,573. 25,701. 45,786. 95,931. 66,139. 26,323. 3 Museums 4,600. 04,839. 26,049. 05,202. 15,176. 15,251. 7 National Parks/Areas Of Natural Beauty 17,832. 018,402. 618,954.719,618. 120,402. 821,263. 8 Theatres Theme/ diversion Parks 9,659. 29,141. 79,415. 09,516. 510,070. 810,684. 7 Zoos/Aquariums Other Tourist Attractions 15,783. 816,573. 016,854. 717,444. 617,968. 018,617. 2 Tourist Attractions 54,197. 055,433. 657,851. 658,508. 260,584. 062,992. 5 Source Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade source Table 1. 6 omen Tourist Attractions Sales HK$ million201120122013201420152016 Art Galleries 17. 518. 118. 619. 119. 519. 9 Casinos .Circuses Historic Buildings/Sites 225. 5229. 5233. 2236. 5239. 3241. 7 Museums 54. 655. 856. 857. 858. 759. 4 National Parks/ Areas Of Natural Beauty 765. 3789. 8811. 9832. 2850. 5867. 5 Theatres Theme/Amusement Parks 3,940. 34,176. 74,385. 54,561. 04,697. 84,801. 1 Zoos/Aquariums Other Tourist Attractions 372. 8385. 9397. 5407. 4415. 6421. 8 Tourist Attractions 5,376. 05,655. 75,903. 56,113. 86,281. 36,411. 4 Source Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources Table 1.7 Ocean Park Revenue segmentation 2012 HK$ Million2011 HK$ Million Admission Income1,109. 4881. 6 Merchandise Income164. 0144. 9 Catering Income262. 3195. 5 Others32. 726. 7 TOTAL1598. 21,248. 7 Source Ocean Park Corporation (2012). Annual Report Appendix 1 Background of? Ocean Park Ocean Park has long been established as an iconic attraction in Hong Kong visited by both local residents and tourists. As a result the Park has become part of Hong Kongs heritage. The Master Redevelopment Project of the Park, with its many new attractions, commenced in 2 006 and was completed in 2012.With the implementation of ongoing expansion programme, the Park has been remaining very popular, with visitor number increasing to 7 million in 2012. With the completion of the Master Redevelopment Plan in 2012 and the planned opening of a number of new world-class attractions from 2014, one day is not enough to experience all that the Park has to offer. The Ocean Hotel will thus provide convenient accommodations for guests spending multiple days at Ocean Park, and transform Hong Kong Peoples Park into a premier international resort destination.Vision Ocean Park aspires to be a world leader in providing excellent guest experiences in a theme park environment connecting people with nature. Mission line of reasoning Ocean Park provides all guests with memorable experiences that combine entertainment and education, while inspiring life long learning and conservation advocacy. Our aim is to oppose a healthy financial status, while striving to deliver th e highest standards of safety, animal care, products and guest service Key services of Ocean ParkAnimals are the base of OP differential offeringhow they present them in their natural environments. They try to showcase the natural behavior of animals to enable people to see them in a way theyve not done before. The key is finding a balance between human entertainment and natural animal behavior. That makes us different from a lot of theme parks in the world. ass Market of Ocean Park Target customers of Ocean Park are general public. In different occasion, Ocean Park would concentrate on specific targets. For example, in summer.