A case study
Key Strategic Challenges
Mission of Ocean Park
A must visit Asia attraction for all world travelers
Top 3 Theme
Park in Asia
Share and $$$
Enter top three ranking of theme parks in Asia by uplifting the Ocean Park
brand and capturing market share.
In the context of strategically transitioning from Ocean Park to Ocean Resort
-“Hong Kong people’s Park”
- Hong Kong Tourism Board top
-Inconsistent Ocean Park image
-Room for increasing international
awareness of Ocean Park brand via
- Existing heavy hitters
- New entrants to the market
Key Strategic Challenge I - Fighting the Battle
How to continuously grow share in a fragmented Asia theme park market
Asia’s Top 20 Theme Parks Market Share 2013
Map of Asia’s Top 10 Theme Parks 2013
1. Tokyo Disneyland (JP)
2. Tokyo DisneySea (JP)
3. Universal Studios Japan (JP)
4. Ocean Park Hong Kong (HK)
5. Hong Kong Disneyland (HK)
7. Everland (KR)
8. Nagashima Spa Land (JP)
6. Lotte World (KR)
2 NEW PARKS
9. Songcheng Park (CN)
10. Happy Valley (CN)
Asia theme park market is highly fragmented with multiple global, local players and new comers.
To grow market share, Ocean park faces competition with Disneyland and Universal Studios.
When compared to Disneyland and Universal Studios, Ocean Park is a an inconsistent and less premium brand.
Recommended Action I - Fighting the Battle
Repositioning the brand, setting the bar high, and...