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In Hong Kong there are many tourist attractions such as: Disneyland, Hong Kong’s Wetland Park, Ngong Ping 360, Temples, The Peak and a few museums. In particular Disneyland, the Wetland Park and Ngong Ping 360 are some of Ocean Park’s main competition. Both Wetland Park and Ngong Ping are located in the New Territories which is mostly where Ocean Park gets its customers, where an increasing number of people are living.
The table above shows all the key competition to Ocean Park. Most of the opening hours are the same, because parks usually don’t want people wondering in the dark at night. Ocean Park and Disneyland are more expensive for admission because they offer more entertainment, live shows, rides and facilities. In terms of popularity, Disneyland is the most famous one amongst all of them because it is internationally known and has been around for long time. Disneyland has done a very successful marketing campaign, the character Mickey Mouse is already known to people of all ages and it has many unique attractions that other parks do not include. This shows that the biggest competition comes from Disneyland, and Ocean Park is probably well aware of these facts. However Ocean Park also offers many attractions which Disneyland cannot match with, a few of these the key one are live dolphin shows, the Pandas and aquariums which are also somewhat different, more educational and cultural than Disneyland. In fact from this study we can see that both Ocean Park and Disneyland have their unique attractions which differentiate themselves from one another; they are both looking at different target markets each of which should have their own supporters. Furthermore their differences can really complement each other and since the admissions fares for both parks are also quite reasonable, I feel that the likelihood for both tourists and local people visiting both parks would be considerably high.
Task B (i): Market Research
Market research is a process of gathering information relevant to a business in order to find out what customers need or want. It is extremely important firstly to understand the needs of customers so that they will respond and buy the product. Secondly the information gathered from the research can be used to formulate business plan and marketing strategies, position the product, segment the market, determine required resources to tackle the market as well as to make decision whether it is worth to go after the market. It is important to conduct comprehensive research as this information will either make or break your business. The effect of meeting customers’ needs can be significant and if it is done properly it would create a competitive advantage over competition and bring long term revenue to a business. When customers are satisfied with a specific product they would also prefer the same brand when they look for other product. For example, if a customer has a Sony TV for a long time, when they wish to get a digital camera, they would most likely look for the Sony one first. The reason is that there are so many brands in market, most of which might not even be heard before and they wouldn’t know which is the best one to pick, so they would tend to stick with the familiar ones. Therefore meeting customers’ requirements can create psychological effects on customers; it has generated an image over the customers’ mind. This can be very powerful if a company can afford to make a wide range of products meeting customers requirements, they could dominate the market and make customer stick with every product they produce.
There are number of ways of conducting research, fundamentally it can be divided into two basic steps; primary and secondary research. Primary research is any original information obtained by a company. Usually the information is for the company and is specific to its needs.
Primary research can be carried out in several ways; this includes surveys, questionnaires, interviews, observations, telemarketing, product testing, focus groups, consumer panels and trade audits. These methods will be able to help a company to locate a potential market and then create products that will best match the needs of this market. Questionnaires are a systematic list of questions that are intended to capture information from customers. It tries to obtain their attitudes, values, beliefs and people’s specific events. A good questionnaire asks questions that are related to the information needed, it won’t contain too many questions, it won’t ask personal questions, it ensure that the questions fit in a logical order and use simple language that won’t confuse people. Primary research usually makes the information more reliable and it will match the criteria which is it aimed at. However primary research also will take a lot of time and can be costly.
A sample is a group of individuals which are more specific to a company. The sample will match the target market for its product or services. Using a sample also enables businesses to reduce costs and time constraints, since the sample is more relevant. A sample can be chosen in four different ways; Random, Cluster, Quota or Systematic. Using a random sample is picking anyone without any preference. A cluster sample is chosen by segmenting into a smaller sector (e.g. Geographic Area or Age). A quota sample is finding a number of specific matches needed by the sample group. The systematic sample is going down a list and picking every nth (e.g. phone directory, electoral register).
A pilot survey is an experimental survey; it is used to survey a small number of people. This is needed to check all the relevant information is on the survey, you also gain the sample matches needed and it will help gain more experience before the real survey. The pilot survey is important because it will save money and time and helps to clarify the objectives.
For my primary research I have conducted a questionnaire, an interview, and observations, results of activities were recorded and can be found in the Appendix. The questionnaire that I prepare has eighteen straight forward questions most of which have a list of answer to select from and only a few questions requiring people to write their own answers. It is estimated to take more than two minutes to complete a questionnaire. My questionnaire’s sample has mostly been random but also a little clustered. The size of my sample is ten, chosen from around Hong Kong. To increase the reliability of my research I have combined the samples of my questionnaire with my classmates’ questionnaires. Therefore the sample size is increased to 130. I have also conducted an interview with Mr. Paul Pei the Marketing Director of Ocean Park, this interview allows me to get more marketing information and better understanding of Ocean Park. I have also visited Ocean Park and spent about five hours there, the visit allowed me to gather more information about what is actual happening at the Park.
Secondary Research is also known as Desk Research, is any information that has been previously researched and published. Secondary research can be split into two categories Internal and External. Internal information will be the research already done by a business, it is most likely held in a database. External data is information that is published by someone else. Secondary data is very easily accessible making it fast and cheap to get, however the data given may not be specific to everyone, it may also be unreliable since you don’t know who has actually done the research and how. Examples of unreliable data include articles written by third parties, internet, newspapers and magazines, because people can write information even if it isn’t true. Therefore it is important to cross check the validity of information especially in secondary data with more reliable sources. Example of more reliable sources of secondary data includes companies’ website and annual reports, libraries and data published by government.
Carrying out secondary research is much easier than primary research, because it doesn’t involve interacting with people since the data is already documented. Usually data can be found on the internet or published reports.
I have collected secondary research mainly from Census and Statistics Department of Hong Kong Government website ] such as the Hong Kong population data, the unemployed population and GDP figures of Hong Kong and all the information regarding Ocean Park, its annual report from . Using this information I have been able to successfully interpret statistics from previous years to look at patterns and trends.
[-] Task B (ii): Analysis of Market Research
My analysis is based on the results of my primary research using questionnaires of 130 sample sizes. Using these results that I have summarized and shown below are few graphs which allowed me to find out more about how people view Ocean Park.
The pie chart shows the gender of all the people I have surveyed. Out of 130 people, 52% of them were female and 48% were male. There were five more female surveys than male surveys. This shows that there was almost no gender bias opinion in my survey.
The trend down the age ranges clearly shows that the majority of people surveyed were in the age group “19 or below” with 55 people. The results will probably be favorable to this age group and be more biased since most of the surveyors were 19 or below. The second highest group was “20-29” age group with just above 20 people. The rest of the groups have less than 20 people and will not have such a profound effect on the whole of the survey.
Most of the surveyors were students, which may cause some bias in the results. The bias is because this survey will favour more student based opinions.
Central & Western district were the most popular with 40% of the surveys. The rest of the surveys were evenly spread throughout Hong Kong. However this may not accurately represent Hong Kong’s district population because I have only chosen a small sample size compared to Hong Kong’s overall population.
Most of the surveyors were either on no income or fewer than 10,000 dollars and most of the other surveys were evenly spread out.
Almost all of the surveyors had been to Ocean Park, showing that most of the opinions count towards the final results.
The majority of people only visit Ocean Park once a year; this means that Ocean Park must do a better job of ensuring more repeat visitations.
Ocean Park is visited most in the summer season; Ocean Park might want to focus on getting more customers in the other seasons too.
Ocean Park has become a place where less families are coming instead people will visit with friends. Although Ocean Park has launched a lot of events targeted for families, such as Halloween, Christmas, Chinese new year in recent years, perhaps more promotion campaigning would be needed to increase publicity. However this is highly biased due to the age range of surveyors, mostly teenagers will want to go with their friends more than their families.
Usually most people spend almost half a day at the park, this means either they will spend lunch at the park so other outlets are important for its business.
The most used transportation is the bus; Ocean Park has already picked up on this using partnership with bus companies directly to the park.
Most people spent 50-100 dollars in the park, showing that once entering the park there isn’t a lot of money being spent inside the park. This is where Ocean Park must step up and increase sales within the park to maximize revenue.
Some of the suggestions that were discussed included:
- More Rides
- Cheaper Food Prices / Better Food
- More Environmentally Friendly
- More Seating Areas
- Water Rides
- More animals and more interactions
- Reduction on ticket prices
- Reduce queues
- Offer complimentary tickets
The survey showed that most of the results were fairly rational based on 130 participants, although there were some results that were unexpected. These were the hours spent, who the people went with and the money spent at the park. These results will help me formulate a marketing strategy for Ocean Park to take into consideration.
Task B (iii): Analysis of External Environment
PEST analysis is looking at how external factors influence a business. The four factors are Political, Economic, Social and Technological. The political aspects mainly are focused on the government. They control most of the law and order, such as restrictions and compliances. This will include Health & Safety, Employees Laws, Mandatory Provident Fund and equal opportunities. The economic factor looks at Gross Domestic Product (GDP), unemployment rates and tourism in Hong Kong. Social factors include changes in population and changes in demographics. Finally the technological factors, how technology is used within the business.
Ocean Park can be affected by several political influences such as business restrictions, location, prices, the local law and unforeseen circumstances. Business restrictions include zoning of its amusement park. Since Ocean Park is located in secluded area with not many residential buildings noise and air pollution were not a problem and would unlikely affect them.
Ocean Park’s location is large and relatively cheap, since it was built along a mountain whilst being partially isolated. Ocean Park was originally funded by Hong Kong Government. Hong Kong Jockey Club partially owns some of Ocean Park.
The original prices were set by the Hong Kong Government; they were relatively low since they were being funded by the government. When the government stopped funding them Ocean Park became a non-profit organization. This meant they would need to use their own revenue to continue running the organization which led to a rise in the prices. However the prices set are consumer led since if the prices are too high people would stop going. The government still has control over the prices and can increase or decrease them.
The legal system in Hong Kong will surely affect Ocean Park, because they must not abuse or abandon any of these laws, or they can face lawsuits which could lead to loss of money or even worse closure of the business. There are several laws & regulations that Ocean Park must follow such as: Health & Safety, Animal Welfare, Employee Laws (e.g. Equal Opportunities and MPF). MPF is short for Mandatory Provident Fund, which is a government run pension. It is a mandatory pension scheme setup by the government to relieve some pension money. The equal opportunities act covers a number of laws including: Sex Discrimination Ordinance, the Disability Discrimination Ordinance and the Family Status Discrimination Ordinance.
Ocean Park must also take account of any unforeseen circumstances that have arisen in the past such as SARS. SARS affected a lot of Hong Kong’s businesses including Ocean Park. Ocean Park was affected because the number of visitors drastically dropped; Ocean Park needed to reduce the visiting times to only certain days a week since the number of visitors is too low.
Population by age group, 1991, 1996, 2001 and 2006
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There are a number of factors which could affect local visitors’ attendance to Ocean Park, for example social and demographical changes. From the table above, it is clear that the trend of the age groups from 0 to 34 has been decreasing from year to year. This is because unlike in the past ten to twenty years, most couples would have more children in a family, today most families only have one or two children, part of the reason was because in the 1990’s the Hong Kong Government promoted the idea of “Only two children in a family” in an attempt to slow down the fast growing population. Secondly people are paying more attention to building up their personal assets and wealth rather than having a family at younger age, as a result most people would get marry and have children when they are older. Due to these social behaviours changes the younger population has been decreasing in recent years, and this could reduce the number of visitors to Ocean Park in the future. The Hong Kong Government realized that the issue of low birth rates has raised concerns and started to promote the “three children in a family” scheme with an increase on child allowance as an incentive. Hopefully this could improve the situation for the younger population. On the contrary the older age group of the Hong Kong population has been increasing fast, as of today 58% of population are over the age of 34. According to Ocean Park’s 2006 annual report, 50% of Ocean Park’s total visitors are local, this equates to around 300 million dollars of admission revenue. Therefore it is important that Ocean Park puts more focus on the older age people in order to sustain future business growth.
GDP stands for Gross Domestic Product which measures a country’s economy. It shows the total value of goods and services produced by a country at a given time.
[http://www.censtatd.gov.hk/showtableexcel2.jsp?tableID=030]
The GDP of a country is defined as the market value of all final goods and services produced within a country in a given period of time. It is also considered the sum of value added at every stage of production of all final goods and services produced within a country in a given period of time.
The GDP numbers can be reported in two forms: current dollar and constant dollar. Current dollar GDP is calculated using today's dollars and makes comparisons between time periods because of the effects of inflation. Constant dollar GDP solves this problem by converting the current information into fixed standard dollar amounts for a particular year. This process factors out the effects of inflation and allows easy comparisons between periods. The graph above shows the GDP of Hong Kong between 2001-6 at constant 2000 dollars [Figures came from Census and Statistics Department of Hong Kong Government website ]
As indicated in the GDP graph Hong Kong’s economy has been experiencing steady growth in the past few years. It is forecasted that in year 2007 that the solid growth will remain. A strong GDP implies that local businesses are in good shape, and there will be strong output of imported and exported products in Hong Kong. If Hong Kong is receiving good growth and economy it will rebound into the local businesses such as Ocean Park. Businesses will receive more customers, this implies revenue growth and further investment to grow future business, and more jobs to reduce unemployment. Continuous business growth would mean wages of people would increase resulting in widening spending power for people to buy more products, ending up with more tax, collectable by the Hong Kong Government, that means more income for the Hong Kong Government. As a result of strong GDP in recent years, the latest budgetary report publised tax relaxation and rebate policy, this again directly benefits to the tax payer in Hong Kong. Ocean Park has been a contributor to Hong Kong’s GDP with 4.3 million visitors registered in 2006, doubling the number since 2001. As such Ocean Park would expect an increase in customers if the GDP continues to perform, therefore it must try to ensure more facilities, increase the number of attractions and more restaurants to cope with business growth. Under the good economic environment in Hong Kong, Ocean Park was granted a loan of 5.5 billion dollars from the Hong Kong Government and three local commercial banks for a redevelopment Plan to upgrade its facilities that will be completed in stages until 2012. The major upgrade includes a train from to the headlands from the lowland, Thrill Mountain and other new attractions. This will allow Ocean Park to cope with future business as well as having an opportunity to contribute back to the future GDP growth of Hong Kong.
Unemployment is the loss of jobs due to a range of reasons (e.g. low profits, delayering, low demand). A high unemployment rate will lead to a low GDP since not all human resources are being used and this wastes opportunities to produce goods and services. This also means that a business will not be able to produce enough goods or services which will lead to fewer goods/services sold and a smaller profit being made. Unemployment leads to fewer business transactions because people wont want to spend, if this happens more businesses will fail to gain a profit and close down leading to further unemployment. However unemployment does benefit the economy by reducing inflation since there are more people without jobs and cannot afford general products and therefore there is a decrease in all general prices. When unemployment is low the unemployed would be able to search for jobs that are more applealing towards them. Ocean Park is affected by unemployment, 50% of its customers come from the local market; if the rates are high, this will create a problem because if customers are not spending money, this will affect some businesses (i.e. Ocean Park). The businesses will then lose profits from those customers and would need to cut some of the jobs to ensure the business keeps running and this leads to unemployment. If there are not enough employees working, some attractions will in turn may need to be shut down since customers wont want to visit attractions if service is limited. If there is unemployment people or children won’t be able to visit the park because they won’t have enough money to spend. The unemployment in Hong Kong dollars [Figures came from Census and Statistics Department of Hong Kong Government ] has been decreasing through the past three years, there has been a downward trend due to the rising GDP figures shown above.
[http://www.censtatd.gov.hk/FileManager/EN/UTIL_STAT_CHART/006chart02.gif]
Tourism plays a large part in Ocean Park’s business; today 50% of its customers come from tourists around the globe. Ocean Park is one of the top ten amusement parks in the world, attracting people with different nationalities. Ocean Park must pay attention to the behavior, languages, and cultural differences of people coming from different countries and try to make the facilities in the park more diverse. The employees must be able to speak in different languages, besides English and Cantonese; Mandarin has become important since 80% of the tourists come from China. Ocean Park needs to ensure their employees understand cultures from different countries to serve the people better. Ocean Park also needs to promote themselves as an international educational and amusement park across different countries to attract more customers around the world (i.e. Road shows in China). A redevelopment plan mentioned earlier would help improve the facilities at Ocean Park. Ocean Park has been playing a significant role and has made positive impact to the economy of Hong Kong in the past years, their continuous improvement and promotion would help benefit to the whole tourism industry in Hong Kong.
Technology plays a key part in Ocean Park’s success; almost every aspect of Ocean Park depends on technology. All of Ocean Park’s rides are technological based; these include the Turbo Drop, Dragon rollercoaster, Mine Train and other rides. Ocean Park must ensure this equipment works without any defects or glitches and are completely safe for the users. These equipments must use faulty detection technology and monitoring systems which can carryout self diagnosis tests, and not allow the machine to operate in any defects condition.
Ocean Park paid 29.4 million dollars in utility bills last year (Figure from Ocean Park annual report 2005-6), a large part of this overhead went to the electricity to run various facilities in the park, which covers lighting used throughout the park during the day or night time, running the cable cars, operating the rides, air-conditions system, main-frame computer and all other necessities. Ocean Park has been looking into solar power technology as a supplementary energy source in order to reduce this large overhead as well as being more environmentally friendly.
Communication in Ocean Park is essential because it is used throughout the park in different sectors, whether it is in the office through email or telephone, from a control tower monitoring using video surveillance cameras setup around the park for public and animals behaviors, use trunk radios by the ground staffs in the park to pass on important information for safety and security reasons. With the use of technology Ocean Park can save manpower, time, running costs and prevent accidents.
Ocean Park wants to maintain a nice environment because in order for people to continue going they will want to have a clean environment in the park, also the plants and animals need a clean environment to survive. Ocean Park uses a number of methods to try and help the environment such as: recycling, using electric carts and in their redevelopment plan they are installing solar power panels to reduce emissions.
Ocean Park is an amusement park, however it also is educational, there are places to learn about different animals, plants, the environment and other facts. It has animal shows that give information about dolphins and sea lions, aquariums that give facts on different fishes. Ocean Park is widely known for its animals, with the main attractions being pandas and dolphins. In order to preserve these animals they have done some research. They have expressed the importance of animals, through research when they successfully artificially inseminated a dolphin that produced two baby dolphins a male and a female. This was done to reduce the risk of capturing dolphins from the wild and produce dolphins with greater diversity.
The analysis done above will affect a marketing strategy because the political reasons such as the laws will affect the way they can act, also the prices are consumer led, and this means they must be careful on how they choose their prices/entrance fees. The economic reasons would be that if GDP is high more customers are assumed to come and therefore there would be need for new attractions and upgrade existing ones which would cost more investment. New technology is introduced regularly, this means that the existing technology needs to be updated frequently to maintain safety and efficiency. Also the environmental issues must be addressed to help keep it a clean and safe environment. The social changes include more people living to the New Territories and also the age group has changed; there is an increasing age group while 0-34 age group is decreasing. The age group means that more attractions need to be updated for the aging customer base who are the loyal customers. Most importantly is to prioritize the list because they all cost capital. Amongst these the most important would most likely be the safety of the public and the environment.
Task C: Marketing MixWithin a marketing mix there are four P’s which can potentially identify a marketing strategy and a target market - the four P’s are: Product, Price, Promotion and Place. The four P’s must all have the right characteristics to ensure that they will best meet customer needs. All of the four P’s must mix together in order to get the right market which is known as the target market. The marketing mix provides the ‘series of controllable variables that an organization can use to best meet customer needs and ensure that an organization is successful in the markets in which it serves.’ This will help maximize the businesses profit because they are targeting people by using a suitable method of promotion: who wants to buy a product, within a reasonable price, at the right place.
All products have a timeline and will go through different stages: Introduction, Growth, Maturity, and Saturation/Decline. This is called a product life cycle, it shows how long a product will ‘stay in’ market. The time span of each stage depends on a number of factors, such as marketing strategies, target market, and execution of the marketing plan. The overall time-span will vary from product to product, it is ideal to have the short time span for the introduction and growth stages and have a longer span in maturity stage so that a business can enjoy maximum revenue for a long period of time.
The first stage in the product cycle is Introduction of a new product; this is where a product is first released to market, and often customers have not heard of this new product nor do they know what the product really is, at this stage much effort in marketing promotion is needed in order to bring up the awareness, this may include discounted pricing, newspaper coupons, reviews (online, magazines) and product exhibitions. If this is not done properly the product life cycle may not be as full, it may not even get past the first two stages. In some cases business are required to educate customers of what the product is and how to use it. For example, going a few years back when MP3 players were first introduced in market, most customers did not have a clue what an MP3 was, how and where to
get MP3 music from. After MP3’s hand been in the market for a couple of years not doing so well, Apple launched its first iPod/iTunes and the MP3 market suddenly took off. This was because Apple had packaged its product well and also had done a very successful marketing campaign to launch the iPod to market, the ease of use and very nice iPod look has attracted many customers’ attention. Most people have already heard of iPods, either through news on internet, magazine or newspaper before it was even sold in market, this makes people want to buy one before they even see it. This shows that effective marketing campaign would enable customers to try out new products and can result in a boom in sales revenue. Ocean Park has some products are in introduction, these are the Sea jellies and Skyfair Balloon.
This is known as the Growth stage. This is where a product becomes more known and sales will continue to increase. At this stage, many competitors who realize such a growing market will step in and try to gain a part of the market. This means competitors will make similar products often with slight variations in functionalities and cosmetics in order to attract customers. There will be a plenty of similar products available in market with many brand names to choose from, and often the cost will be lower as more completion enters the market. Some of Ocean parks growth products are the Giant Pandas and the Abyss Turbo Drop.
At this point sales will slow down and reach maximum, this is called the Maturity stage. Maturity will maintain the products maximum sales for some time. As more competition enters the market, the market share becomes smaller and smaller, the sales revenue will start to decline. At this stage the market might even go into a price war, consumers will benefit from lower prices, but businesses will be forced to reduce price with lower margin and often will drop out of the market and move on, before there is a loss in sales and becomes unprofitable. The maturity stage includes products such as the Dragon Rollercoaster, Cable Car, Aquarium (Atoll Reef).
Some businesses at the point of saturation may turn to an extension strategy where the product is updated or improved to keep the product cycle alive. An example of this is Nintendo launched it’s first DS, a handheld electronic gaming device. The sales went through a typical product cycle and reach maturity for sometime. The DS-Lite, a slimmer version of DS with its functionalities almost similar to the DS, was then subsequently released to market. Some of the customers who already owned a DS still purchased a DS-Lite, which continuously extended sales revenue of the DS. Ocean Park has extended some of their products like the Raging Riving by increasing its speed, and Whiskers Wild Ride changing the cinematic movie every six months.
However after the extension strategy the product will decline. The declining stage shows that either lots of competitive products have already been placed onto the market or that the customers are no longer interested in the products.. Some of the declining products from Ocean Park include the Goldfish which are still running today, the Water-World, 3D Temple of Doom and Middle Kingdom were all dropped out of the market.
Ocean Park has been around for 30 years, during which many products were launched, some have been very successful, and went through all the way from Introduction to the Maturity stage and generated a profitable business as mentioned above. However some did not get the right market response and were forced to close down. Their key products are summarized in blue text in below diagram.
Boston Matrix:
The Boston Consultancy Group stated that ‘the faster the growth of a particular market the greater the cost necessary to maintain position. In a rapidly growing market, considerable expenditures will be required on investment in product lines, and to combat the threat posed by new firms and brands. They developed the Boston Matrix, a chart divided into four equal squares.
Diagram of Boston Matrix
The Boston Matrix closely represents the product life cycle, it uses four different ‘products’ and puts them in order of market growth and market share as shown above. Dogs are products that are not profitable and don’t have much market growth, otherwise it is in decline. Businesses will try to remove or upgrade these products as soon as possible. Problem child products are those which have just been introduced in the market, it can either stay at this stage or it can move onto being a star or a cash cow. However this may require considerable financial support in order to make it to a higher level. Cash cows are products that have reached maturity, they will have large market share but will not be expanding very much. They will require very little capital to be reinvested to refresh the products for advertising or promotion purposes. The cash cows will be mostly profitable and will create a positive cash flow which can be reinvested into products such as a Problem Child. Stars are products that have reached the growth stage; they will require financial support and will give a neutral cash flow but will provide high capital return and will be potentially good prospects in the future.
Some of the examples of Ocean Park are illustrated in below chart.
Boston Matrix Analysis of Ocean Park
The advantages of using a product lifecycle are that businesses can get an idea of how their products would behave, It is important for businesses to know where any of their products stand on the product life cycle so that they can strategize product plans as well as make sales forecast and formulate financial, resources and marketing plans to address the market. Most large companies would publish their new product release schedule to the public before the actual product is released in market. Independent financial analysts can be based on this information to predict companies’ future financial performance from which the public could choose to invest in through purchasing shares of those companies who they think would perform well. These companies can benefit financially through public investment.
The disadvantages of using a product lifecycle are that the product cycle information is only a prediction based on the past performance of other products and the results of marketing research. How well a product performs depends on a lot of factors some of which might not be predictable and often are uncontrollable. Therefore a successful business cannot depend on just one product, instead of launching new products whenever one product starts to decline, a business can continuously have new products available on the market without waiting for the first two stages to pass. For larger businesses, companies can launch multiple products at various timeframes in order to maintain business growth, but the risk is also increased as more investment would be required. For smaller companies, the threat is the other way round, since they would not have such large capital and resources to launch multiple products, their success would solely lye on just one to two products, this would take a longer period to build up a sizeable business, and the companies would greatly suffer should their product fail to perform.
The Boston Matrix also has some advantages and disadvantages. The Boston Matrix is a simple tool which allows businesses to easily view its resource allocation. However with the simplicity of the matrix, it will also be its downfall because it oversimplifies some of the categories. Also market growth and market share are only two of many factors which can be looked at when discussing products. If a business targets a niche market, market share and market growth can be quite low however profitability is usually quite high which overlooks certain aspects.
Ocean Park’s admission prices are summarized below []
Price is a very important factor in the four P’s, it may be the difference between high sales and low sales. Prices can be set using several methods, Penetration, Skimming, Cost-plus, and competition-based pricing. Prices are usually set when they know the given level of sales. This can be assessed by a demand curve when prices are high the demand will be low, when prices are low the demand will be high. Penetration pricing is when a business sets its price very low to begin with; this attracts customers to buy the products and increases sales. Skimming is when a business sets their prices very high initially; there will still be people who will buy these products. Usually customers will have little knowledge of these products, afterwards the prices will be lowered. Cost-plus pricing is when businesses work out how much an average product costs to produce, and will mark up by either 100 to 200% of the cost. Competition based pricing is when prices are set almost identical to the competition. Customers will want to look for value of money and setting prices need to be thought through thoroughly.
The admission price covers any of the rides that you choose to go on. However visitors still need to pay for Food & Beverages, Souvenirs, mini games, and any of the picture services they provide in the park. Ocean Park have used customer based pricing, this means that the customers decide on how much is appropriate for entering. If Ocean Park did not use customer based pricing, this could lead to a loss in customers because if they set the price too high people would not want to come. Furthermore Ocean Park has kept their prices the same for around three years. The recent arrival of Disneyland in Hong Kong has not changed Ocean Park’s pricing strategy since Disneyland charges a higher admission price.
Promotion consists of all the techniques that a business uses to communicate to people. It must be able to send across clear and concise messages to the public to enable good communication. There are several mediums which can be used to send messages these include Advertising, Direct Mail, Public Relations, Sales Promotion, and Direct selling. Advertising is used in many ways a few of them are to promote products, increase sales, and to increase awareness of a product. Public Relations focus on the external influences on a business, to try and be accepted within the community. Sales Promotions are used to try and encourage customers to buy their products often with incentives, these include discounted prices, buy one get one free and loyalties. They are used to increase sales and can be as effective as advertising. Direct selling enables the business to communicate with customers individually.
Ocean Park has used several methods of promotion to ensure that people will gain greater awareness of its business and attract more customers. This includes the media, on newspapers and advertising on the radio using its Public Relations. Television Ads have been put on both English and Chinese channels to boost its image. They have also teamed up with Citybus to provide transportation to the park from a popular location and used ads on sides of buses. Advertisements have also been placed on billboards, posters and in the Mass Transit Railway (MTR). Ocean Park has even gone over to the mainland to put on road shows to attract tourists. In addition, they have open a sales office Guangzhou, and have planned to open up more sales offices in some major cities in China in the future. Annually Ocean Park has five specific events to attract customers which are:
Chinese New Year, Easter, Summer, Halloween and Christmas, also Ocean Park can hold birthday parties and weddings. Joint promotions with companies such as Coca Cola and Kodak have also increased awareness of Ocean Park. They also use branding on products such as souvenirs and discounted prices in order to bring up its image. Ocean Park feels that word of mouth is the most successful
type of advertisement. To ensure that the types of promotion are working they give out surveys to find out feedback from customers.
A good location is needed to ensure that it is easy for customers to get to. Also suppliers need to be close and have easy access to a business’s location. This ensures that there is little delay and minimum cost for supplies [the products] to get to customers.
One of the most important factors that affects Ocean Park is it’s location; it may be seen as a huge advantage or disadvantage. Ocean Park, occupies 870,000 square metres, is located in Nam Long Shan and Wong Chuk Hang (main entrance). Many of Ocean Park’s employees call its location the Unique Selling Point (USP). It is seen as a USP because it is based on a mountain, it also has a view of the South China Sea. Since most Hong Kong places are highly polluted today, Ocean Park has been well kept in terms of clean air condition. There is also plenty of greenery, so environmentally it has been well maintained; hence it becomes an escape for many of Hong Kong people who wish to have fresh air at the weekend or during public holidays. However with this location, it also is a long way out for most of its customers. 70% of its local customers come from the New Territories and Kowloon so it is a very long way to travel, and there are still many places which do not have direct transportation to Ocean Park. They have been given the option to move however they declined because they had faith in the original location.
SWOT analysis is a tool which allows businesses to examine its current situation. The SWOT table is split into four parts, internally – Strengths and Weaknesses and externally – Opportunities and Threats.
The strengths and weaknesses are evaluated by a number of factors such as: market share, financial resources, and brand awareness etcetera. The opportunities and threats can be analysed by customers, competitors, new technology etcetera. Businesses can find better ways to sell their products if they realize their product’s strengths; they can promote their strong selling points and send their marketing message across to differentiate themselves from their competitors, your business’s strengths are often a threat to your competition. By knowing the weaknesses of your products, businesses can develop a plan to improve. They would always try to keep their information to themselves, because if the competition found out your weaknesses, this would greatly impact your product. The opportunity analysis allows businesses to identify potential markets, any external factors, or market situations that they can take advantages of.
Threats are about the negative impacts to your products by external influence. The competition may launch a better product at lower cost, or when SARS broke out in 2003 and tourists stopped coming to Hong Kong which led to a slow down in business for Ocean Park.
Using SWOT analysis, I have identified a number of strengths, weaknesses, opportunities and threats for Ocean Park. Some of Ocean Park’s strengths include its unique selling points; clean-air environment, greenery, the delightful pandas, birds, its sea life animals, and location with unbeatable view of South China Sea which no other park in the world has. Its low ticket prices compared to Disneyland who charged range from 295 to 350 dollars on adult’s admission. Ocean Park is ranked top ten in the world for theme parks; this recognition will enhance its image across the world and will have good effect on local people who are proud of it as Ocean Park itself. Ocean Park also realized the importance of continuous improvement and has redevelopment plans in place to upgrade its facilities.
SWOT Analysis of Ocean Park
Its weaknesses include its location; it is a bit far to reach from many areas in Kowloon and new Terroritories as 70% of Hong Kong visitors come from these areas. Furthermore there is limited direct transportation thus taking considerable amount time for these visitors to travel. Rides are also a bit old and unattractive to local visitors and will take sometime for new ones to arrive.
In terms of opportunities, Ocean Park has been and will continue to receive strong support from the Hong Kong government. Ocean Park has never been better due to the continuing growth of mainland tourists visiting Hong Kong since China introduced Individual Travel Scheme in 2003. Together with a stable economic growth and strong GDP of Hong Kong in the past few years has indicated that the future is in good shape for local businesses including Ocean Park.
The major threats to Ocean Park are competitions are getting intense, Disneyland which opened in 2005 was expected to gain a lot of local visitors and tourists, despite this fact it has yet to impact Ocean Park, there are also more choices for visitors to choose from, such as Wet-Land Park and Ngong Ping 360. Ocean Park needs to continue promoting its own products for their target market in order to maintain its growth. New parks are being planned in China and other countries which could slow down tourist visitation numbers. There has also been some bad reputation of fake goods being sold to tourists in Hong Kong. This resulted in an expected drop of mainland visitors by 10% from the Tourism Board of Hong Kong for the recent Labor week holidays compared to the same period last year. Another factor which might affect Ocean Park’s strategy is that the low birth rate in Hong Kong could result a quicker shift of the population of younger ages to older age. This would mean that Ocean Park may need to re-strategize its marketing plan to address the changes.
The information of Ocean Park that I gathered from Ocean Park directly is through interview and website. As far as the interview is concerned, I have only talked to Mr. Pei, the Marketing Director of Ocean Park, I got very useful information regarding their target market and marketing mix, I also believe that the information came from the top management of Ocean Park was probably accurate. The information through Ocean Park’s website is also very detailed and comprehensive, such as annual reports giving their performance and sales revenue over the past few years. Also I have undergone my own research through observations and a questionnaire. The drawback of getting information through these two channels is that Ocean Park would probably give out their past information; it may not be a complete picture since Ocean Park would not like to release their marketing strategies and future plan to the public incase the competition gets hold of this information. This would have led to some bias opinions, also the questionnaire I did would also be biased because it doesn’t show the whole Hong Kong population. The observations were enough to have an idea of the park; however the time was too short if I were to analyze all aspects of the park in full detail.
Ocean Park has been very successful in the last few years attracting millions of visitors to its park, this contributes to Hong Kong economy and tourism industry. In order to continue its success, Ocean Park has taken many improvement actions and plans to transform the park, however I still have found a number of gaps that Ocean Park can further improve on, this is summarized in below table.
As far as the price is concerned there isn’t a gap because the admission fees hasn’t been changed for the last three years; this would only benefit Ocean Park since there are now more choices for customers, such as Disneyland, Wet-Land Park and Ngong Ping 360. With the admissions fees remained the same and Ocean Park continues to improve its facilities, customers would feel the price is reasonable and good value fro money. The location has its advantages and disadvantages; however some of the disadvantages include no direct transport from various areas of Hong Kong. There is only one direct route which is Admiralty to Ocean Park, this provides a problem for those living in Kowloon and the New Terroritories especially who need to travel much further distances and need to find their own means there. The MTR is still under development and will still take a few years to build and get running. Regarding promotion Ocean Park is still not really well known globally. If Ocean Park were to build up a brand name internationally, this will help to attract more customers from different countries this would help increase its revenue as well as Hong Kong’s tourism and economy. The products in Ocean Park have a few gaps such as the old attractions. Some of the attractions are getting old because most of the existing attractions are still there from years ago. Ocean Park may want to think about refreshing the park by adding another attraction or reinventing an old one. Information in the park is usually only in Chinese or English which prevents people from other countries from the educational side of the park. This may not favour to some tourists or visitors due to the language barrier. People may be put off by the MacDonalds and other fast food chains which don’t have any healthy alternatives. So an introduction of healthy food stores in Ocean Park would meet the needs of these customers. Ocean Park must think about trying to eliminate these gaps in order to strengthen its business, which will help increase the number of visitors and sales revenue.
Task D – Recommendation:
Ocean Park has many fast food chains, miniature food stalls and restaurants. However most of them are not particularly healthy (i.e. MacDonalds), I am proposing to introduce a healthy alternative food bar. This would enable customers to eat healthy food which provides a high source of energy whilst at the same time providing an enjoyable meal. A healthy alternative food bar has not been implemented in Ocean Park before as the park has not focused too much on the health of its customers. A new food bar would convey a message that the customers are being looked after by Ocean Park. The food bar would contain some educational aspects such as: number of calories in food, percentage of fat, statistics and facts about obesity. In order for people to be educated this information can be put onto meal boxes and on counters or even on price boards with recommended daily allowances.
There will be two stores; one in the highlands and one in the lowlands. This would enable customers to purchase food in both areas without needing to worry about the transportation. The healthy alternative food bar will serve pre-made food to the customers which can be taken out and eaten. It must be decorated properly in order to attract customers to the food bar. Different sizes of products will be available for children and adults and fun names to encourage children to eat healthier. Here are a few items that could be shown a menu: A variety of Salads, Sandwiches, Pastas, Soups, Fruit, Smoothies, Fruit Juices, Tofu and Tea. Recycled materials can be used for food boxes and cups to show that the food bar is environmentally friendly as well as being healthy. To gain more customers promotions will be necessary which will include announcements being made about the opening. There can be people who are in fruit suits for awareness about the food bar. Entrance tickets can act as coupons for free taster samples of different items. The website can show the opening of the food bar as well. The price will be set at around $50 per food item and $20 for drinks such as fruit juices and smoothies. This provides a good value for money since it’s fresh and healthy.
Obesity is a growing problem within today’s society and this new proposal would enable Ocean Park to educate the risks of obesity which would be duly noted by the people of Hong Kong. Ocean Park is insisting on having a park that is environmentally friendly, a fresh and clean outdoor place. To ensure a healthy and beneficial visit; implementing a healthy food bar is suitable for their needs.
The healthy alterative food bar will initially target families and young adults who will be able to afford it, generally individuals who fall within the middle to upper classes regardless of their nationalities. Different types of food are served to try and widen the target market. For example children may have potato or fruit salads or fruit juices, while adults will get sandwiches, fajitas, green salad, pastas. To try and spread to the Chinese market tofu, tea will be served.
Parents will want to ensure that their children have a healthy lifestyle and young adults will be more educated on the effects of a healthier eating habit. The elderly and traditional individuals, in particular the Chinese national, may be reluctant to change and eat differently, however the overall target market will aim to attract all visitors within the park. Marketing effort is required in order to educate them about the effects of healthy eating. It will take more time and effort to educate the traditional individuals and make them see the value of eating healthily.
Referring to graph #10 from my primary research, most of the surveyors spent more than three hours at the park, therefore a food bar is appropriate for Ocean Park because visitors would most likely need food or spending long hours in the park. Graph #12 shows the amount of money spent by surveyors per visit, the results was that 30% of surveyors spent between $50 -100 and around 60% spent over $100 in the park, this indicates visitors do have spending power and I assume that they would spend if it has value for the money. Some of the surveyors also made suggestions of different foods to be served within the park. Therefore adding a new food bar should satisfy more visitors, and may result in repeat visits.
SWOT:
Referring to the SWOT table for Ocean Park, one of its weaknesses is limited choice of food, since most of the food was mainly unhealthy fast food chains with two sit in restaurants. Enabling a healthy alternative food bar to fit right into Ocean Park, it would also help remove one of the weaknesses from the SWOT table. The educational aspects will improve its business and further enhance its educational strengths it already has. It will open up an opportunity to increase more customers. The government may also support the move of healthy alternatives and help Ocean Park establish a grant for them to setup the food bar.
PEST:
Using PEST analysis the healthy food bar would not be affected by technological advancement. However it will need legislation to be in place, such as Health and Safety Laws, Equal Opportunities and Data Protection Laws. As long as the laws are followed the food bar would not be under any risk. The social aspect of this analysis showed that there is a slow down from the 0-34 age range, however this means that more people are building up their own personal assets more which would enable more visitors to enjoy the park because they are becoming more wealthy. This means that more visitors may come to the park and spend more money and could help the food bar. The social benefits of having a food bar in Ocean Park will try to educate the visitors about healthy food which will help Hong Kong people to live a healthier lifestyle. The growing GDP of Hong Kong shows that local businesses are doing well and will reflect in higher revenues. This would help Ocean Park and furthermore help the food bar if placed.
If Ocean Park were to open up a healthy alternative food bar there could be some implications on its marketing strategy, and in this case it has made positive impact to the marketing mix. As for “Price”, since Ocean Park’s admission fees does not cover food & beverages, it is really up to each visitor whether they want to spend money to get the healthy food or not. I have priced an average food item to 50 dollars and drinks 20 dollars per item. MacDonalds, which may possibly be one of my competitors, costs a burger around 20 dollars and a meal would cost around 40 dollars. I would be a little more than my competitors but the 10 dollar increase allows visitors to have a healthier meal. However there has not been an increase in Ocean Park entrance fees for the past three years. The value for money of going to Ocean Park remains good as visitors see Ocean Park offers more with the same entry price. In terms of “Place”, visitors already see Ocean Park as a USP, a good location with plenty of greenery and a nice environment with clean air. The actual locations of the outlets would be located in the headlands and lowlands. There would be no negative impact on adding a healthy food alternative within the park's catering services, in fact this would make Ocean Park a better place to visit. For “Product” the healthy food bar will serve as an alternative to the existing fast food, and two restaurants which serve international and Chinese food respectively. The healthy alternative adds on to what Ocean Park has lacked for a long time. The healthy food bar will have items such as a variety of organic vegetable salads, sandwiches, milkshakes, smoothes, fruit juices, fruit and herbal tea. As for “Promotion”, Ocean Park needs to emphasize on the health aspects whenever possible. If the marketing promotion is executed properly, this can bring in more customers to Ocean Park. The health bar should be promoted with its products to be with the marketing message being healthy, educational and fun.
If Ocean Park were to open up a healthy alternative food bar, this would benefit visitors in the park. Firstly people are becoming more conscious of being healthier and living a healthier lifestyle. Also if Ocean Park includes a healthy alternative food bar it would show that it cares for the well being of its customer’s health. The visitors may become loyal and come back because they know that Ocean Park is considerate of their needs. The educational aspect of health also matches the general theme of Ocean Park’s message of fun and education.
This is also a new and different concept from most of Ocean Park’s current dining options. However some of the disadvantages of include the initial setup costs for placing the health bar, but this initial setup cost can be overcome with the profits made. Also some of the customers may be put off by prices if set too high which could drive some customers away. Some of the traditional Chinese people might not want to change their diets, which might influence their family member not to take a healthier alternative. Overall I believe this is a good idea which will help Ocean Park to improve its business and customers to gain a health and educational benefits.
Bibliography:People:
Mr Paul Pei
Mr Davis
Mrs Spencer
Text:
Applied Business by Rob Dransfield & Dave Needham
Organizations:
Ocean Park
Island School
Electronic:
[1]http://www.netmba.com/marketing/market/segmentation/
[2]http://en.wikipedia.org/wiki/Market_segment
[3]http://www.utdallas.edu/~tskim/Lecture%20Note%206.pdf
[4]http://www.tutor2u.net/business/marketing/segmentation_why.asp
[5]http://www.mpfahk.org/english/abt_mpfs/abt_mpfs_bgd/abt_mpfs_bgd.html
[6]http://www.eoc.org.hk/eoc/GraphicsFolder/showcontent.aspx?content=Welcome%20message
[7]http://www.legislation.gov.hk/index.htm
[8]http://en.wikipedia.org/wiki/Unemployment
[9]http://www.myhongkongtravel.com/attractions/ocean_park.html
[10]http://www.oceanpark.com.hk/eng/main/index.html
[11]http://en.wikipedia.org/wiki/Ocean_Park%2C_Hong_Kong
[12]http://www.censtatd.gov.hk
[13]http://partnernet.hktb.com
My observations:
I visited Ocean Park on a Thursday, the first thing that I noticed was the amount of visitors and their nationalities. At 10 am the number of visitors was relatively lower than in the late afternoon, most of the visitors go to the Park at noon. Most of the visitors wandering about were mainly groups of adults that were mostly mainlanders, there were also some European and American visitors too. This gave me an impression that most local visitors would go to Ocean Park either at the weekend or on public holiday and the park would be a lot busier during that period.
The next thing that I observed was the rides and shows, most of them are quite old, with many of the existing rides still there since my last visit seven years ago. The latest one was the Mine-train, Skyfair and Abyss. Most rides will get busy in the afternoon and you will need to line up for them, in particular the rollercoaster and Abyss were the ones which attracted the most visitors who are mainly teenagers and young adults. The cable car which is a means of transport between lowland to headland was also pretty occupied most of the time. The dolphin and sea lion shows had a full house of audiences with age groups from young to old. Some of the attractions were under construction such as Giant Panda Habitat; which is supposed to open in May. From my observation, these rides and shows of the park are still the key attractions of the park and would continue be the star products for Ocean Park.
There are many fast food stalls scattered around the park selling ice cream, snacks, hotdogs and chicken wings, soft drinks and hot beverages, MacDonald is probably the most popular one, but I still can get a seat during noon time. There are two main restaurants, one serves international food, and the other serves Chinese food, and you can get dim-sum in the Chinese restaurant which would mostly target the mainlander visitors. Both restaurants provide access for disabled people. Overall the price of food is around 10-20% more expensive than outside, I cannot comment on the quality of the food other than MacDonald’s which I had for lunch, and as far as the variety of food is concerned, there should be some room for improvement, such as salad bar and health food for people in need of dietary or health cautious.
Regarding the hygiene conditions at the Park, with so many open eating areas, the park still kept itself quite clean with plenty of bins scattered around the park, there were no signs of rubbish, left-over food or disposal cups lying around. However the restroom conditions were not as clean as they could be and this will get worse during the busier hours. Ocean Park should pay more attention to improve as this will really spoil the image of the park.
A good aspect of Ocean Park is that it has a lot of information provided at each attraction around the park such as plants, animals, mammals, and rides. This is excellent for visitors of all ages as most people like to learn, however the information is mainly displayed on an information board in English and Chinese language, for those visitors who cannot understand these languages will not benefit and the problem would apply to those who are illiterate, as well as those who are blind, or deaf. Ocean Park should therefore introduce multi-languages information boards, braille for the blind, or perhaps having a wireless headphone system which visitor can wear around the park. This system would detect the location of each visitor and broadcast the appropriate description of that attraction through the wireless headphone and visitor can also select the language that they want to listen to, however this can only be used by the visitors without hearing difficulty. I believe these facilities could help Ocean Park attract a wider range and more customers.
I did not have enough time to look at the shops in this visit and therefore cannot comment. Overall the visit was a good experience; I was able to find some weaknesses of the park and validate my secondary research; the information obtained from .
Interview with Mr Paul Pei (Marketing Director) Summary:
General facts:
- Target Market: Families (Age range Kids to Grandparents)
- Activities: Education + Fun/Entertainment
- Unique Selling Point (USP): Pandas, Sea life, Mountain Location
-
New Attractions/Development: 8 Phases → Opening in 2012
-
Polar Adventure → Penguins
-
Thrill Mountain → Roller Coasters
- Train/Tunnel
- Baby Pandas
- Number of attraction will increase from 35 to 70
- Price Example: Abyss Turbo Drop HK$10M to buy, HK$50M to put into the ground.
-
Current Visitors: 4 → 5 Million / Year
- 50% HK (2Million HK – 70% NT & Kowloon), 50% Visitors (80% Mainlanders – Since USA/Europe have their own amusement parks.)
Place:
- Location: Seen as USP
- Expansion not allowed since OP operates under Government Charter = Restricted to current location.
- MTR Extension in the future
- Transport Combos with bus & rail companies (KCR, Citybus, MTR, Firstbus & KMB)
Price:
-
Prices are consumer led → based on market demand
- Ocean park wants to provide value for money
- No price change/increase for 3/4 years
- Significantly lower than Disney with more attractions
-
Annual passes → good for loyal customers / repeat visits
- Ideal Model = 50%/50% (Gate/Others) however reduces revenue from entrance, offset by increase of F&B/Souvenirs
- Present: 65%/35%
- Previous: 90%/10%
Promotion:
→ Radio
TV Ads → Mainly Chinese Channels
Outdoor → Buses, Billboards, Posters, MTR
Road shows → Mainly on the Mainland
- Special Events: Halloween Bash, Summer Splash (5 events) + Weddings
- Disney: Affected marketing strategy mostly
- Advertising includes feedback - E.G. money off coupon in newspaper
-
Joint Promotion → Coca Cola, Kodak
- Word of mouth – most successful
Product:
- Most popular ride: Cable Car (Mainly because the only transport from lowland to headland)
-
Use focus groups to check customer wants. (eg. F&B → McDonalds)
Questionnaire for Ocean Park
Tick the best option.
1) Gender?
€ Male
€ Female
2) Age?
19 or below
20-29
30-39
40-49
50-59
60-69
70+
3) What is your profession?
_____________________________
4) Where in Hong Kong do you live?
Central & Western District
Eastern District
South District
Wan Chai District
Kowloon District
Outlying District
Abroad
5) What is your month income?
0 – 10000
11000 – 20000
21000 – 30000
31000 – 40000
41000 – 50000
51000 – 60000
61000 – 70000
71000 – 80000
81000 – 90000
100000+
6) Have you been to Ocean Park?
Yes → Please continue
No → Thank you for your cooperation. =]
7) How often do you visit Ocean Park?
Once a week
Twice a week
More than three times a week
Once a month
Twice a month
Once every 6 months
Once a year
8) What seasonal time do you visit Ocean Park?
Spring
Autumn
Summer
Winter
9) Who do you go with?
_____________________________
10) How do you get there? (Can pick more than one way of transportation)
Taxi
Bus
Private Car
Train
Boat
Bike
Motorcycle
Walk
11) How long do you spend at Ocean Park?
1 hour
2 hours
3 hours
4 hours
5 hours
6 hours
7+ hours
12) How much do you spend at Ocean Park? On what?
$______
_____________________________
13) How did you find out about Ocean Park?
_____________________________
14) Have you seen any Ocean Park Adverts?
Yes → _____________________
No
15) What do you think of the prices at Ocean Park?
_________________________________________________________________________________________________________________________________________________
16) Do you have an annual pass? Which one?
Yes → _____________________
No
17) How do you rate Ocean Park?
1 – Worst
5 – Best
Animals 1 2 3 4 5
Rides 1 2 3 4 5
Games 1 2 3 4 5
Food & Drink 1 2 3 4 5
Access 1 2 3 4 5
Souvenirs 1 2 3 4 5
Education 1 2 3 4 5
18) How can Ocean Park be improved?
______________________________________________________________________________________________________________________________________________________________________________
_____________________________
Thank you for your co-operation. =]
Tally Sheet: