Premium Essay

Theme Park Case Study

In: Business and Management

Submitted By csampath
Words 4929
Pages 20

Business Management

Extended Case Studies (Set 1)



The Scottish Qualifications Authority regularly reviews the arrangements for National Qualifications. Users of all NQ support materials, whether published by LT Scotland or others, are reminded that it is their responsibility to check that the support materials correspond to the requirements of the current arrangements.

Learning and Teaching Scotland gratefully acknowledge this contribution to the National Qualifications support programme for Business Management.

© Learning and Teaching Scotland 2006

This resource may be reproduced in whole or in part for educational purposes by educational establishments in Scotland provided that no profit accrues at any stage.


Introduction 4

Case Study 1: Alton Towers 7

Case Study 2: The Royal Mail Processing Centre, Edinburgh 11

Case Study 3: Soled Out? 16

Case Study 4: Border Tweed to Border Tea’d 21


This resource is to support the learning and teaching process for Business Management at Intermediate 2 level. It consists of four case studies, each of which is accompanied by a number of questions. Each question has been allocated marks and, in each case, the total number of marks is 25. There are also suggestions on the type of answers that could be considered as a suitable response to the question.

The case studies

The case studies have a number of features:

• They are longer than the case studies used in the Business Management Student Activities (Int 2) support materials, or the case studies that students will experience in the National Assessment Bank material for Business Management. They are, however, of a similar length to those case studies in the final exam.

• They…...

Similar Documents

Free Essay

Ocean Park Case Study

...OP issue & Challenges -Ocean Park was an old and tired brand and no one knew what it stood for. -HK has few scenic endowments hence need to create own attraction which take long time and high investment -Econ dwntn(1997) & SARs(2003) strike in Asia,fell by70%attendance,threat to close down. External environment analysis- PEST Factors Political -in 2009, the Govt of HK tourism board(HKTB) introduce removal of the quota of the Hong Kong Tour Group Scheme of Mainland tourists in 2002 -implementation of Individual Visit Scheme (IVS) enables Mainlander to visit HK as free and independent tourists without the need to apply for special visas. Economic As of Feb 12, high inflation rate lead to increase tickets price. From $208 (in 2009) to $280 (in 2012) .Decline in revenue will force OP to increase their retail price to sustain profit. Social -caters tourist from mainlander who are not sophisticated and they require long education campaign - Different market- locals & business group, and international tourist; family oriented Technological -use of latest technology in lighting, music and multimedia special effects, to enhance amazing undersea creatures. Industrial Analysis- Application of Porter’s 5 Forces 1. Threat of entry – very high -the entry barrier is high due to the need to invest large amount of financial resources -required land for a full scale development 2. Bargaining power of supplier (OP) – low -OP known in the industry hence weaken the......

Words: 1229 - Pages: 5

Premium Essay

Theme Park

...Theme parks are location for the enjoyment of large number of people. Theme parks are places with attractions made up of rides and shows. Hong Kong Disney land, Genting Highlands Park and Sunway Lagoon Theme parks are famous theme parks in Asia. Hong Kong Disney land is located in Penny’s Bay, Lantau Island. It was opened on 12 September 2005. This theme park can be said like the Walt Disney world becomes a reality. There are five theme areas such as Main Street, Adventure Land, Fantasy Land, Tomorrow Land and Toy Story Land. Tourists may have a wonderful day as there are day time parade and night time firework show in the theme park. Needless to say, children definitely love this place and the teenagers and adults can recall their childhood’s memories here. Genting Highlands Theme Park is a hill theme park which located in Kuala Lumpur, Malaysia. The whether there is cold but comfortable due to the landscape. The theme park id divided into indoor and outdoor zones. There are numerous attractions in the theme park. There are flying coaster, sky venture, haunted house and so forth. The most popular place in Genting Highlands Theme Park is the Snow World. Tourists can experience winter wonderland there. By the way, Genting Skyway is the longest in Asia. Tourists can take a look on the view of tropical rain forest during the ride in the cable car. Sunway Lagoon Theme Park is located in Petaling Jaya. It includes a total of five different zones – the water park, Scream......

Words: 369 - Pages: 2

Premium Essay

Theme Park

...Course Project Part 2 Theme Park December 10, 2012 Mr. Billy Bob AAA Theme Parks 2222 Theme Park Expressway Theme Park Tower Theme Park, Texas Via Email: Re: Proposal for JJJ Theme Park Executive Summary We have prepared the following proposal for a new turnkey theme park for the AAA THEME PARKS newest addition in the Theme Park area as requested and detailed in your RFP. We appreciate this opportunity to be of service to AAA THEME PARKS, and we look forward to your favorable review of the following information. The attached documentation will acquaint you with the approximate scope of our proposed work and will identify any work to be provided by others. This scope covers the complete construction and training for the JJJ Themepark. CBB Theme Park Construction, Inc. will manage and coordinate all facets of the new theme park. The JJJ Theme Park will consist of the following attractions: * Ferris Wheel * Mini Golf * Climbing wall * Carousel * Bowling * Go Cart * Ropes course The overall cost for this project is $4,449,920.00 and we are aware of the project schedule and the estimated completion date of 12/20/2013, and certainly believe that contracting for this work in the earliest stages of the process would be beneficial. Through our research of the area this project when completed will yield a net profit of $525,000.00. Once again, we appreciate this opportunity to be of......

Words: 662 - Pages: 3

Premium Essay

Research in Brief Service Quality and Human Resource Practices: a Theme Park Case Study

...Research in Brief Service quality and human resource practices: a theme park case study Jeffrey Hickman Guest Service Manager, The Disney Company, Lake Buena Vista, Florida, USA Karl J. Mayer Assistant Professor, William F. Harrah College of Hotel Administration, University of Nevada, Las Vegas, Nevada, USA Keywords Human resource utilization, Theme parks, Employee communications, Service quality Introduction In services management, the linkage between employee performance and the delivery of high quality services has been well documented in the services marketing and hospitality literature (Zeithaml and Bitner, 2000; Mohr and Bitner, 1995; Bettencourt and Gwinner, 1996). This article reviews the human resource practices that have been adopted at a major theme park in order to maximize the delivery of superior guest services. Using a case study approach, the article describes how employee strategies at the Florida Theme Park (a disguised version of the park's actual name) lead to the attainment of exceptional service quality. The Florida Theme Park (FTP), which is located in central Florida, is a large, multi-purpose facility that features water parks, resort hotels, an entertainment district, and a sports complex. The FTP employs tens of thousands of people in a variety of positions. FTP's human resource department must develop recruiting strategies and reward and recognition programs that maintain high morale and promote teamwork, particularly for its......

Words: 2726 - Pages: 11

Premium Essay

Case Study- Disney Theme Park

...Company is the world’s largest amusement park operator. It was founded on October 16, 1923, by Walt and Roy Disney as the Disney Brothers Cartoon Studio, Taking on its current name Disney in 1986. Chapter 1: Case – Disney Theme Park Contents I. Case Background 1 II. Statement of the Problem 3 III. Alternatives 3 IV. Recommended Solution 3 V. Answers to the case questions 4 Question No. 1: 4 Question No. 2: 4 Question No. 3: 5 Question No. 4: 5 VI. Leanings 5 I. Case Background The Walt Disney Company is the world’s largest amusement park operator. It was founded on October 16, 1923, by Walt and Roy Disney as the Disney Brothers Cartoon Studio, Taking on its current name Disney in 1986. And Disney has 5 theme parks outside the USA; there are Tokyo Disneyland (1983), Tokyo DisneySea (2001), Disneyland Paris (1992), Hong Kong Disneyland (2005) and Walt Disney Studios (2002). Disney is motivated to set up parks throughout the world to expand its sales of merchandise goods as well as attendance to their theme parks. After lunched Hong Kong Disneyland in 2005, Disney has signed a letter of intent to build another park in Shanghai China in 2008; The Park will attract different potential visitors in Shanghai. Overview Disney Theme Park - Points of Interest (Michael Sandberg's Data Visualization Blog) Getting people excited about their data one visual at a time * Walt Disney had infinite confidence in his new park and unapologetically......

Words: 1698 - Pages: 7

Premium Essay

Theme Park

...Appendix 1 Case study: Shanghai Disney Resort Joint ventured by Walt Disney Parks and Resorts and the Shanghai Government, the Shanghai Disney Resort has been started since 2009. The entire project is divided into two phases. The first phase is scheduled to be completed in December 2014. It includes a Magic Kingdom-style park, Shanghai Disneyland Park, and two themed hotels. The two phases cover a total of 963 acres of land, more than three times the size of the Hongkong Disneyland. The budget of the project amounts to US$ 4.5 billion. The Resort is built in a style similar to other Disney Resorts around the world. At the same time, special fascinations are designed to attract Chinese guests. Distinctive performance will be organised in particular Chinese festivals. After completion of the first phase, the Resort is expected to serve 12 million guests during the first six months. As expected, the guests will be local citizens and residents in the neighbouring provinces. Gradually, the Resort plans to attract customers from the entire nation, as well as tourists from countries in the vicinity, such as South Korea, Singapore, Malaysia and Taiwan. The management budgets at 40 million guests per year, until the completion of the second phase. The management anticipates a similar customer profile in the target market segment. That is, families with young children are the primary targets. Secondarily, the Resort aims at young couples, tourists, and youth...

Words: 1370 - Pages: 6

Premium Essay

Theme Parks

...Theme Park Investigation for TRC, Inc. Prepared by Jeorge Vega Director of Vega Consulting Group Report Distributed May 7, 2010 Prepared for TRC, Inc. INTRODUCTION This report examines the current state of the theme park industry and how TRC, Inc. can expand into the state of Florida. Florida already has theme parks that range from Disney World to Busch Gardens, zoos and aquariums. Vega Consulting group will analyze and investigate future possibilities for TRC, Inc. Theme parks and amusement parks are places people to go to have fun, relax and enjoy themselves. An amusement park is more elaborate than a simple city park or playground, usually providing attractions meant to cater to children, teenagers, and adults. A theme park is differentiated from an amusement park by its various sections devoted to telling a particular story. In this report, Vega Consulting Group will look at what makes a theme park successful, the demographics of the local audience of where the park will be located and built. This report will also look the competition and will analyze their strong and weak points and we will look at the developing trends in theme parks as far as what the theme parks of the future will be and what it will offer to the public. History of Theme Parks Theme parks date as far back as 1133 and began in England. Back then, they were known as periodic fairs and are to be known as the parent for the modern theme park. Beginning in the Elizabethan period...

Words: 1883 - Pages: 8

Premium Essay

Statement of Work for Theme Park

...venture into the theme park industry to date. This great opportunity aims to develop a derelict and neglected part of Beirut, create over 1000 job opportunities while being a sector leader in the use of eco-friendly materials. NPEG will deliver the project from ground to finish sub-contracting different stages of the project to leaders in their respective fields. This venture aims to deliver a first of its kind development combining a theme park and a hotel resort under one roof .All under the brand “Forever Young” (FY). Scope of Work Based on its large scale primary research on qualitative and quantitative issues, NPEG went onto to carry out secondary research using meta-analytic statistical techniques. Asmar construction (AC) have already presented the initial design for FY and won the bid. They will not only see their proposed structure brought to life, they will also manage the construction stage of the project on NPEG’s behalf. NPEG will create a subsidiary company Forever Young Co (FYC) which will begin by advertising and marketing the FY brand and go on to manage FY’s theme park and hotel resort. As mentioned above, NPEG will sub-contract the construction stage of FY on the basis of certain stages of the project being delivered by specific pre-agreed deadlines that AC architects and their NPEG counterparts will agree on. NPEG will use the world leader Arrow Dynamics (AD) as the theme park building specialist who will construct the rides for the park. ......

Words: 1213 - Pages: 5

Premium Essay

Park Resort Case Study

...A Critical Review of ‘Park Resort’ Case Study Relating To Motivations of Employees Performance Introduction Motivation in work place is important since it is one of the key roles play in productivity growth, achieving goals and business objectivity (Stanton 1983; Vempati 2013) as well as a sign of successful organization (Huczynski and Buchanan 2013). When employees are highly motivated, they will put more effort on the job and enhance their productivity and the quality of their performance (Chiang and Jang 2008). This work is aimed to critically review the ‘Park Resorts’ case relating to motivation aspect of employee and the management’s insight. Both hotel employees and the management acknowledge the importance of employee motivation (Chiang and Jang 2008). This case presents critical learning points on what motivates and drives employee of Park Resort from various motivation theory, namely McGregor’s Theory X and Theory Y, Maslow’s Pyramids of Needs and Amabile & Kramer’s inner work theory, and how does the company sees the importance of such motivation for its benefit. ‘Park Resort’ Case In order to know what is happening in his business, Andy Edge – Marketing Director of Park Resorts – going undercover for a 10-day period in 2 resorts of the group. During his stay, he was joining cleaning departments. He found that there was different performance of the cleaning staffs at the two resorts. The staffs in the first resort were not enthusiast, complaining......

Words: 1542 - Pages: 7

Premium Essay

Theme Parks

...Themes, Entertainment ________________________________________ The theme park, as an experience design, differs from amusement parks in the critical design intent of its architects. Theme landscapes are developed to distill a glimpse of world /out of this world locations, not unlike a world's fair, at a single location. These entertainment complexes are familiar vacation territories for generations of the world's travel public, as theme parks are deliberately designed to be internationally-focused attractants. The successful dynamism of these landscapes designed for appeal and dependable itinerary offer assurances of what can be expected, with safety and value for the expense of time and money. Generally, themed landscapes perpetuate and promote folk history and cultural traditions, as these are exploited, yet celebrated, simultaneously. Perception of space in the themed environment, without apologies, is inauthentic, but never-the-less successful, and delightful moments for the viewer. Intentionally, architecture is manipulated in order to impart the necessary factors which will aid in promoting happiness by use of ironic realism. Despite pretentions, everyone enjoys themed experiences at some level. Ambivalent designers are not undermined by the pristine and ineffectual notions the design profession propagates on what characterizes good design. Rather, the successful destination architect gives social value and art to underappreciated human elements in architecture.......

Words: 6823 - Pages: 28

Premium Essay

Disney Theme Park to India

...Disney Theme Park to India Abstract: This report is aim to analyze profitable adventure of The Walt Disney Company to set up Disneyland theme park in India. As one of main emerging markets in Asia, India might be the next destination for The Walt Disney Company to target on. Therefore, this report uses a series of marketing tools to demonstrate the macro-environment and micro-environment in India, such as PESTEL, SWOT, Porter’s Five Forces Model and Self Referencing Criteria. Based on this analysis, the current situation of India shows an attractive prospect to Disney in terms of economic and technological development, the diversification of culture, and the acceptance of Disney products and services. Introduction: India with its rich and various cultural heritages is now on one of the top industrialized nations in the world. India being the seventh largest country in the world with the coverage area of 32,87,263 (Indian government, 2010 a). India is divided into 27 states and 7 union territories (Indian government, 2010 b). According to WHO (2011), the total population of India was 1,151,751,000 approximately. The Walt Disney Company was founded in 1923 by Walt Disney and the first Disney theme park was opened in California in the year 1955, ever since Disney theme park has expanded to encompass Disney Cruise Line, eight Disney Vacation Club reports, Adventures by Disney, and four more resort locations. This report will analyze the profitable venture of The......

Words: 3972 - Pages: 16

Free Essay

Services Marketing in Theme Parks

... | |Services Marketing in Theme Parks | |MGMT E-6020 | Fall 2011 | | | | | | | Submitted on Dec 12, 2011 by: Zeynep Belge Ellen E. McCarthy Hassan Osman Raghunathan T. Saranathan | | Table of Contents I. Overview 3 II. Positioning and Value Proposition 3 III. Brand Identity 13 IV. Market Segmentation 19 V. Financial Information, Industry Reports and Recent Press 26 VI. 7 P’s: What to emulate, what to improve 30 VII. Appendices 35 VIII. Endnotes 37 Overview According to a 2011 report, the amusement park and arcade industry in the United States includes about 3,000......

Words: 13442 - Pages: 54

Premium Essay

Theme Park

...Introduction Theme park industry in Malaysia is growing nowadays, other than that companies also are trying to turn Malaysia into an amusement and theme park destination. Recently there are also several new theme parks establishing in Malaysia for example, Leisure Park@ i-City and Legoland, there are also few new theme parks are expected to open in two to three year time. Other than that it is also said by the general manager of long time theme park operator Sunway Lagoon Sdn Bhd, that more competitor doesn’t means that they will meet a higher competition rate, more theme parks around will make an increase in tourist arrival. The objective of studying the market of theme parks in Malaysia is to determine the type of market structure currently in this market. Following on, by determine the type of market structure we are able to illustrate the characteristics of this industry, relevant explanation and concept through economic. Market structure is best defined as the organizational and other characteristics of a market that can best describe as goods and services market. Market structure can be divided into four types which are monopolistic, monopoly, oligopoly and perfect competition market structure. The most important features of market structure include the number of firms, market shares of the firms, nature of costs, the degree to which the industry is vertically integrate, the structure of buyers in the industry and others. (Riley, 2015) 2.0 Body Theme park industry......

Words: 770 - Pages: 4

Premium Essay

Theme Park Design Guidelines

...Park Design Guidelines & Data Province of British Columbia Ministry of Environment Lands and Parks A NATURAL LANDSCAPE ARCHITECTURE FOR BRITISH COLUMBIA’S PROVINCIAL PARKS BC PARKS: PARK DESIGN GUIDELINES & DATA Overview Simplicity in design and restraint in construction creates park facilities suited to what attracts visitors in the first place – recreation in the natural park landscape. q The aim of Park Design Guidelines & Data is to help BC Parks staff use their park expertise to produce appropriate facility landscapes. These guidelines identify design criteria and planning processes for BC Parks staff to provide sustainable, appropriate park recreation facilities. They promote facility design that requires the least visible development. q A design approach to visitor facilities is defined that: Recognizing the facilities are an integral part of a park means reducing the impact of use and basing planning and design decisions on local and regional considerations – for the park environment’s long term health. Maintaining natural park landscapes and environments will help ensure the quality of visitor experiences now and in the future. At neighbouring Bromley Rock Provincial Park and Stemwinder Provincial Park, illustrated left, natural site elements create facilities that blend into the natural park landscapes. These examples show the careful expenditure of resources and the thoughtful use of native......

Words: 32924 - Pages: 132

Premium Essay

Indoor Theme Park Project

...Indoor Theme Park Project Executive Summary As we continue our project we need to look at where we are in order to determine where we are going. Currently our total project costs are $4,644,920.00 which is above our original baseline cost of $4,449,920.00 due to unforeseen increases in material costs. This $195,000 dollar increase in fixed costs has not placed a significant setback in our projects bottom line. We are currently half way through our project with 40% of our goals completed. Even though we are currently behind schedule by ($565,266.07) we will be able to make up the time and still finish our project by the date of 12/19/2008. We have our new estimate at completion of $5,039,790.43 and with the proper adjustments to our schedule we will be able to pull our completion date back into line. We should be able to keep the costs in line if not improve upon them by keeping a tighter day to day track of our progress and adding additional resources to tasks and shorten their duration. Overall this project is still within a margin of acceptance and will be operational and complete for its grand opening. Task Name | Fixed Cost | Fixed Cost Accrual | Total Cost | Baseline | Variance | Actual | Remaining | Theme Park Project | $0.00 | Prorated | $4,644,920.00 | $4,449,920.00 | $195,000.00 | $1,230,683.00 | $3,414,237.00 | Task Name | % Complete | Planned Value - PV (BCWS) | Earned Value - EV (BCWP) | AC (ACWP) | SV | CV | EAC | BAC | VAC | Theme Park......

Words: 2997 - Pages: 12