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Enchanted Kingdom: The Magic Stays Here

Case Study
by

Ericka Villa

on 29 January 2013

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Transcript of Enchanted Kingdom: The Magic Stays Here

The Magic Stays Here Enchanted Kingdom Case Overview Enchanted Kingdom (EK) is the pioneer theme park in the country, boasting seven fantastic theme zones, and imported rides and attractions. An “imported” theme park image was the primary marketing point in the conceptualization of Enchanted Kingdom. With class AB as its target market, the park invested heavily on resources to make it meet international standards, rides were imported from abroad and crew are trained from Disney, USA. However, due to the precarious economic conditions prevailing in the late 1997 onwards, the company deferred its expansion plans. The growing popularity of shopping malls, movie houses, etc… had also become a challenge in maintaining park attendance. New marketing strategies should be considered in order for the park to be viable and to be able to expand further.
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