To what extent does Ocean Park compete effectively with Disneyland, in terms of its marketing mix, in Hong Kong?.
Response.
Ocean Park is an established theme park, founded in 1977, and still running in Hong Kong. With its long history, it is considered as one of Hong Kong's greatest attractions, and continues to break attendance records annually. Being the only well known theme park in Hong Kong, Ocean Park was at an advantage, until Disneyland's entry in 2005. With the rising competition, Ocean Park has been forced to compete with Disneyland, in order to continue at its profitable rate. .
This essay aims to answer the question 'To what extent does Ocean Park compete effectively with Disneyland, in terms of its marketing mix, in Hong Kong'. Through secondary sources, such as: newspaper articles, internet information and textbooks, Ocean Park's marketing mix is analyzed, comparing to that off Disneyland's. In addition, through applying theories such as Competitive Analysis and SWOT analysis, the effectiveness of the competition between both companies can be measured. In specific Competitive Analysis was chosen as one of the theories, because it considers two competing businesses and how they operate against each other, in order to gain the competitive advantage. In this essay, the degree of competition is measured through analyzing elements of the marketing mix. .
SWOT analysis was used because it acts as a forecasting tool. These future predictions assisted in predicting the future and upcoming competition between both businesses, and how effectively Ocean Park dominates Disneyland. This paper concludes that Ocean Park does have the competitive advantage over Disneyland. As quoted from the Marketing Director of Ocean Park, Ms. Vivian Lee, 'Ocean Park is the only theme park in the world, where the attendance has risen with the entrance of Disneyland". This presents the final conclusion; Ocean Park has been prepared for Disneyland's entrance, and through their effective marketing mix, have continued to strive further than Disneyland.
