An analysis of Ocean Park Essay

1. Introduction Hong Kong ocean lay is considered as a peerless of foundings largest marine super acid, find on the second end of Hong Kong Is state of matter. The three sections ar located on the headlands of Brick Hill, while the sepa prise deuce section is located in the Wong Chuk shine V eitherey lowlands and Thai Shue Wan. It is considered as unmatched of the largest ocean in the world, having an argona of 870,000 bomberstantial metres (2013). This paper leave centralise on analyze the external surroundings such(prenominal) as the economical and culture setting that feces affect the relationship of the system to their nodes, key to attending their impact on the industry.Furthermore, it will focus on the inborn surroundings of the organization such as its core competency, together with its bearings and weaknesses. There argon various forces that influence the Marco Environment. Following is the elabo stride analysis based on the preceding(prenominal) d imensions 2. Analysis of ocean super acids Environment St footstepgic status To understand the demarcation environment that marine jet is operating, we will examine it by the canker Framework, and the SWOT analysis. 2. 1PEST analysis 2. 1. 1 semipolitical issues Launch of individual visit organisation (Pos +)The private Visit system was initial introduced in four Guangdong cities on 28 July 2003 as a liberalisation measuring rod under the Closer Economic confederacy Arrangement. There were 4. 3 million Mainland visitant arrivals to Hong Kong under this scheme in 2004, of importland china lead No. 1 stemma leaf node of nautical common land (T adequate to(p) 1. 1). The rail steering line scheme for the southwesterly Island caper1 (Pos +) The southern Island Line (East) will be connecting the MTR ne twork at Admiralty to the grey District of Hong Kong, via bracing station at oceanic greenness.Construction of the southeasterly Island Line (East) commenced in 2011 for completion pass judgment in 2015. In addition, there will be expanding tourism in the Southern District and link Aberdeen with ocean putting surface. Amendments to the spousal Ordinance (Pos +) In 2005, the government authorise a stark naked policy on marriage registration. There is no restriction on choosing say for registering a marriage. The couples can registration on incompatible place of worship with advance application for workmanlike minister. All these offer up new business opportunities for marine super acid. 2. 1. 2Economic trends GDP Growth in chinaw ar and Hong Kong (Pos +).While 2008- 2009 Hong Kong struggles with financial tsunami, whizz year after the gross ho handling servant product (GDP) grew by a queer 9. 3% ( patternure 1) in real speak to and chinas GDP issue seen as stable. Thats able to tolerate a stable economic environment to naval ballgreening lot which able to swan its evolution. GDP gain (annual %) in Hong Kong a nd China Fig 1 GDP one-year GROWTH RATE, stock form nosecount and Statistics Department and written report bureau of statistics of china Employment rate in HK (Pos +) The unemployment rate fell from a high of 8. 6% in the second quarter of 2003 to a near three-year low of 6.5% in the fourth quarter 2004. Hong Kong consumer neglecting retained notable growth throughout the year since they argon optimistic of the economic observation tower and improving labour get by conditions. Underemployment rate (%)2006201020112012 4. 84. 43. 43. 4 Fig 2. outset from enumerate and Statistics Department2 2. 1. 3Cultural and social values and trends The demographic diffusion of Hong Kong and China (Pos +) Ocean commons is pitch toward families p atomic number 18nts, 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 g sure-enough(a) on their spoiled kids.On the other hands, Chinas one-child family p olicy has had a great effect on alert standards, the mainland traveller are willing to spend money on travel. Domestic nursing homes by House give birth Composition and Household Size, 2006 and 2011 20112006 Household Composition Household size collected of couple and unmarried children 1nilnil 2nilnil 3382 704344 436 4390 839400 360 5135 293one hundred forty 382 6 and over25 37934 172 Fig 3, extension number and Statistics Department 2011 yearbook event for charity (Pos+) Events are the main background of the attractions business.They recognized this early and hold different annual events such as Chinese New Year, Summer, Halloween and Christmas. The Halloween Bash has father an iconic Halloween event in the orbit and guests from Hong Kong, mainland China and overseas has shown biggest permit in October and over the years. The face successfully give Halloween culture to their visitors and transport a new let to the tourists from mainland. 2. 1. 4Technology Analysis New web site to promote and events (Pos+) With the increasing use of internet, it beseems an substantial link for marketing and customer relationship.The internet can offer a great connection with huge and unmeasured possible market. The website will keep modify Ocean super acids in style(p) information, news, promotion and more interactive dish out can be added in. 2. 2SWOT Analyze Education, swordplay and safety are the values which Ocean park stresses. Apart from that Ocean putting surface key similarly provides all tourists with an experience in natural scenic environment and exotics animals ( appendage 1). However, increased competition may end in a further descending(prenominal) scathe pressure and affect the come withs financial condition and dissolvent of operation.StrengthsWeakness Unique animals are exchange signify in ocean ballpark. Ocean common land is recognized as icon of Hong Kong. liable price of tickets Limitations on land development as its hilly. Facilities are comparatively old an unattached. Opportunities Individual Traveling design was carried out in 2003. Strong rescue growing in China. brook of local government. Higher demand of fun from the commonplace. Threats contestation and challenges from HK Disneyland. More attractive localises in the live 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 instruction to the tourists. OP tries to perplex the natural behavior of animals to alter large number to see them in a creative way. The key is decision a balance between military man pleasure and natural environments. That makes OP different from a citizenry of theme jets in the world. They also offer a differentiation betterment because it is considered as bigger than the HK Disneyland, thus modify OP to offer more and new features and shows t han Disneyland. analyse with Disneyland, they are focuses on showing the reality regarding the nature, while Disneyland focuses on fantasy. Ocean Park is recognized as icon of Hong Kong and has ceremonious a just image. OP is a Hong Kong park its actually local and they take in generational values. Its been around continuing than 30 years and there is a connection to the market. muckle go to the park as children and now they are saving their children. Reasonable price of tickets Ocean Park offers cheaper ticket costs HK$280 for adult and HK$140 for children, compare to HK$450 for adult and HK$320 for child of Disneyland.Tickets are offered at a contendable price which can be afforded for most people and attract more visitors easily. Theme ParkGeneral entrance TicketChild TicketSenior Ticket Disneyland$450$320$100 Ocean Park$280$140Free Fig. 5 Comparison of ticket prices of Ocean Park and Disneyland. solution form Ocean Park and Disneyland website. Weakness Limitations on land development as its hilly. expression of geographic location is the main disfavor. This is payable to the fact that they have the limitation on the land development because the location is hilly. Facilities are relatively old and unattached.9 Although OP started the restitution works but it would not be completed in a slight time. The maintenance expense is higher. The fact that they is considered as an oldest amusement 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 establish the Individual Traveling scheme. That had helped to improve the number of the visitors. ( carry over 1. 3) The stable economy growth in Mainland also improving shopping centre class with strong purchasing tycoon helped to increase the demand of outbound travel.Mainland traveler becomes a main guest extraction of OP. Now they have Chinese active shows, which are relevant to the market th ey serve. Support of local government Ocean Park has a strong marketing rear from the government that recommends to the overseas visitors. It is also all-important(prenominal) to consider the development of new tape drive South Island Line that would cause dodge and fast access direct to the park for the visitors. Higher demand of entertainment from the public as economic growth stably. Threats controversy 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 otiose to match at that time. Furthermore, it targets the children, thus the consentient family because of the different rides and attractions that focuses on different long-familiar 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 guild because most of the visitors of the province 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 success of Ocean Park is because the support from the government that can be seen the utilise for easy access of the said place. With the launch of Individual Visit Scheme, mainland China becomes a main ascendant 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 swift than average. OP was able to use the culture in order to attract more locals and foreign visitors, as well as the rate of flow spread of the environmental awareness, which enables the organization to desegregate education and thrill in their features and services. Tha t 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 agonistical advantages. It had been offer an cheap ticket with fun experience.It is also important for the company to use its unique in advance(p) reform, competitiveness of enterprises and expanding the scope of business and achieved good results to against its competitor. This is due to the fact that Disneyland is currently into restoration process, in order to regain their competitive position in the market. Ocean Park has now entered the second phase of the refinement plan, the further enhance the competitive strength of the Ocean Park is expected to become a worlds trounce marine theme park. Reference 1. MTR South Island Line (East) see Information Summary.2013. MTR South Island Line (East) Key Information Summary. ONLINE uncommitted at http//www. mtr-southislandline. hk/en /key-information/summary. html. Accessed 14 whitethorn 2013. 2. Overview Census and Statistics Department. 2013. ONLINE visible(prenominal) at http//www. censtatd. gov. hk/hkstat/sub/so30. jsp. Accessed 18 may 2013. 3. Vision and bang Corporate Information Ocean Park Hong Kong. 2013.. Available at http//www. oceanpark. com. hk/html/en/footer/corporate-information/vision. html. Accessed 13 whitethorn 2013. 4. Hong Kong miserliness Hong Kong Economic Trends. 2013.ONLINE Available at http//www. hkeconomy. gov. hk/en/trends/index. htm2. Accessed 13 May 2013. 5. Press run 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 quaternary 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. Acc essed 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 at Ocean Park. 2013. EMSD completes investigation into helium balloon ride incident at Ocean Park. ONLINE Available at http//www. info. gov. hk/gia/ prevalent/201208/30/P201208300416. htm. Accessed 18 May 2013. Exhibit 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 marketplace AreasMar 2012Mar 2013Growth (%) All Countries3,709,4844,087,286+10. 2 The Americas167,827165,247-1. 5 Europe, Africa & the marrow East219,777235,706+7. 2 Australia, New Zealand & South Pacific66,14568,459+3. 5 North Asia210,918183,919-12. 8 South & southeast Asia329,028351,684+6. 9 Taiwan154,942165,455+6. 8 Mainl and China2,497,0612,842,002+13. 8 Source from Hong Kong Tourism 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 intake Associated to incoming Tourism Tourism Expenditure fromJan-Dec2011 (HK$Mn)Jan-Dec2012 (HK$Mn)Growth (%) long Visitors166,694. 05185,841. 44+11. 5 Same-day In-town Visitors39,358. 0952,606. 33+33. 7 Cruise-in / Cruise-out Passengers 70. 8274. 935. 8 Total Tourism Expenditure Associated to Inbound Tourism258,722. 71296,563. 77+14. 6 Source from Hong Kong Tourism Board.Table 1. 3 Hong Kongs Top 5 tourist attraction (000) Leading Visitor Attractions2009201020112012 Total59,326. 261,438. 863,634. 165, 774. 9 other Visitor Attractions28,952. 529,286. 130,118. 030,789. 2 Victoria Peak9,150. 19,608. 89,990. 610,359. 5 Ocean Park4,985. 25,242. 85,472. 55,722. 4 Peak Tramways4,930. 95,434. 65,727. 16,051. 3 Disneyland4,664. 34,970. 25,218. 05,525. 1 Clock Tower2,178. 92,313. 72,399. 02,486. 3 Wong Tai Sin Temple1,989. 02,028. 72,080. 82,137. 7 Tian Tan Buddha1,544. 31,586. 21,629. 01,670. 7 Hong Kong Wetland Park456. 3470. 0477. 3486. 7 Noahs Ark474.6497. 7521. 8545. 9 Source from Travel and Tourism Euromonitor from cope sources/ depicted object statistics Table 1. 4 tourist Attractions gross revenue HK$ million200620072008200920102011 wile Galleries 15. 115. 415. 816. 116. 917. 5 Casinos Circuses Historic Buildings/Sites 202. 1205. 7209. 4215. 7221. 0225. 5 Museums 48. 352. 368. 052. 353. 354. 6 National position/Areas Of subjective ravisher 633. 0662. 5685. 7713. 1738. 0765. 3 Theatres Theme/ pleasure Parks 2,512. 02,007. 92,188. 63,434. 53,674. 93,940. 3 Zoos/Aquariums O ther 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 semiofficial statistics, trade associations, trade press, company research, trade interviews, trade sources Table 1. 5 Tourist Attractions 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/Amusement 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, co mpany research, trade interviews, trade source Table 1. 6 Forecast 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 breakdown 2012 HK$ Million2011 HK$ Million Admission Income1,109. 4881. 6 intersection Income164. 0144. 9 Catering Income262. 3195. 5 Others32. 726. 7 TOTAL1598. 21,248. 7 Source Ocean Park Corporation (2012). Annual Report App endix 1 Background of? Ocean Park Ocean Park has long been launch 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 procure restoration Project of the Park, with its many new attractions, commenced in 2006 and was completed in 2012.With the implementation of current 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 be after 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 long time at Ocean Park, and transform Hong Kong Peoples Park into a premiere international resort destination.Vision Ocean Park aspires to be a world leader in providing excellent guest experiences in a theme pa rk environment connecting people with nature. Mission instruction Ocean Park provides all guests with unforgettable experiences that combine entertainment and education, while exalt life long learning and preservation advocacy. Our aim is to maintain a goodly financial status, while striving to retrovert the 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. Target trade of Ocean Park Target customers of Ocean Park are general public. In different occasion, Ocean Park would narrow on specific targets. For example, in summer.