Introducing 

Prezi AI.

Your new presentation assistant.

Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.

Loading content…
Loading…
Transcript

CASE STUDY

Question 1

What are the challenges that Sea World has been facing?

Q1

-Animal right violation: Orcas in captivity

- 'Blackfish effect'

- Competition

- Internal turmoil

Captivity

Orcas in captivity

-Shorter lifespans,

- Tooth damage (grinding their teeth on the tank wall

-Negative behaviors

-Cruel capture methods,...)

Blackfish effect

Blackfish effect

- Significantly decrease in popularity and publicity => low profitability

- Bad reputation

Competition

-Increasing competition with theme parks:

+ Walt Disney

+ Universal

+FantaWild

Competiton

Leadership Turmoil

Internal Turmoil

Due to the attack from animal rights groups, and general ill-will toward Seaworld

=> Managerial levels resigned

=> Cutting staff, taking financial loss.. to keep the branches open

Q2. Has the Blackfish effect faded yet?

Q 2

That is why SeaWorld is trying to do more conservation work, change their business model and rebuild their images

#AskSeaWorld

Backfire

Q3. Have they changed their target market or the marketing strategy

Q3

They have changed their marketing strategies:

1- Laid off current marketing staff

2- Changing the message abt the Blackfish- Askseaworld.com => how they care for orcas

3- Park to Planet: ''we are committed to supporting and finding ways to protect our environment for a better future'.

4- Reimagining: stop breeding orcas, phasing out orcas performing show and focusing on other services like fantasy land, thrill rides, 3D experience

Examples

Q4. Can SeaWorld continue to reinvent and change to theme parks?

Q4

1) It is good that SeaWorld is trying to change and rebuild their image

2) However, changing to theme parks seems not to be a best choice.

- High competition

- Loss of USP

3) They may change their business operation strategies instead of changing their core values

Q5. How can SeaWorld better

promote their parks?

1) Rebuild The Image from stop abusing and exploiting Orcas

2) Build new USP - Animal conservation / education centers

3) Spread the positive messages about conservation and animal rights

4) Collaborate with conservationists and environmentalists to promote the company activities

5) Be transparent about animal care

6) Deliver their promises

Q5

1)Create buzz about a specific exhibit or experience

2) Event Marketing: food, family festival, animal costume festival

Examples

2) Social media to share animal moments and how they are taken care of

Q6. Are international expansion is a good path?

Q6

1) Test new business model ( moving from orcas shows to animal conservation)

2) Business Growth (More revenue streams)

3) New audiences experience their product or service

Laboratory in Dubai (2022)

Examples

Q8. How has Sea World

Progressed?

1) They keep their promise and focus on conservation

2) They promote other activities for revenues: foods and beverages; merchandises, parking

Q8

Q7. if you were the CEO, what would you do to turnaround the company?

1) Rebuild the business strategy

- Changing the activities from merely entertaining to educating about animal life

- Research base

2) Balance between commercial activities and conservations including taking good care of the animals assets

3) Aim at new markets: animal groups/ scientists beside traditional markets

4) Clear corporate governance and code of conducts

5) Employ event marketing strategies

Q7

Learn more about creating dynamic, engaging presentations with Prezi