Design a theme park for the 6-8 year old age group

Disney's success can be attributed to its deep understanding of its target market. The company has successfully mapped the customer journey, identifying key touchpoints and pain points. By focusing on creating a magical experience for children and families, Disney has built brand loyalty and differentiated itself from competitors. Additionally, the company has adapted to changing consumer preferences and technological advancements, ensuring its continued success in the entertainment industry.

Running Head: Services Marketing Individual Assignment
Services Marketing Individual Assignment- Future Theme Park Marketing Strategy

Services Marketing Individual Assignment 1
Executive Summary:
The report elicits the marketing strategies adopted by Future theme park which is going to be one
of the newly launched theme parks in Hong Kong. The park will be designed following modern
state-of-the-art planning and infrastructure. The theme of the park will be ‘Extinct Animal
Species & Vulnerable Animal Species'. The park will use modern technologies such as artificial
intelligence, virtual reality, augmented reality, animatronics and other modern digital and
electronic techniques to create a virtual world consisting of some of the extinct animal species
and those which are extremely vulnerable to extinction in near future. Therefore, the objective of
the park is to educate the people and create mass awareness in support of nature conservation. In
addition to this, the park will offer visitors with an array of fun and entertainment programs like
rides, lounges, various food stalls, etc. The target segment will mainly consist of teenagers and
young adults. The management has planned to keep the ticket prices and the prices of several
services extremely affordable to attract a large number of customers and retain them into the
business. From the analysis of the target market in Hong Kong, the proposed business seems to
have a prospective future if the management can observe ethical and robust strategies focusing
on the benefits of all the key stakeholders such as the investors, shareholders, customers, etc.

Services Marketing Individual Assignment 2
Table of Contents
Executive Summary:........................................................................................................................1
Introduction:....................................................................................................................................3
Brief overview of the theme park:...............................................................................................3
Analysis:..........................................................................................................................................3
Customer journey for the theme park:.........................................................................................4
Customer experience for the theme park:....................................................................................5
Customer mapping for the theme park:.......................................................................................6
Industry best practices:................................................................................................................7
Pre-experience:........................................................................................................................8
Consumption:...........................................................................................................................8
Post-experience:.......................................................................................................................8
Market segmentation:..................................................................................................................9
Profile of customers:................................................................................................................9
Demand and capacity management:......................................................................................10
Strategies to support customer experience:...............................................................................10
Employee motivation strategies:............................................................................................11
Pricing policy:........................................................................................................................11
Conclusion:....................................................................................................................................11
References:....................................................................................................................................12

Services Marketing Individual Assignment 3
Introduction:
This report elicits the marketing strategy of Future theme park which is a newly proposed
amusement park to be opened up in Hong Kong. It will offer an array of entertainment services
to the customers in order to offer them a unique and differentiated experience as compared to the
other competing theme parks in the country. For the purpose of determining the target segment
of the customers and the current industry demand for such a service, an analysis has been
undertaken on the customer journey and customer experience that the management wishes to
offer to the target segment (Coston, 2016). For this purpose, a customer mapping has been
generated for the management to understand the perspectives of the customers regarding their
approaches in undertaking the entertainment services from the park, so that it is possible to
develop strategies accordingly to suit their tastes and preferences. The objective of the report is
to analyse the industry best practices followed by the competing theme parks in the country so
that effective marketing strategies can be implemented to ensure customer satisfaction that will
lead to growth profitability and sustainability for the much awaited Future theme park (The
Legislative Council Commission, 2019).
Brief overview of the theme park:
Future theme park will be a state-of-the-art and modern amusement park consisting of a wide
range of amenities, facilities and entertainment services for the visitors. The USP of the park will
be to present to the visitors the importance of conserving vulnerable animal species that are on
the verge of extinction. The park will use modern technologies such as animatronics, artificial
intelligence (AI), augmented reality (AR) and virtual reality (VR), etc. In order to recreate
several extinct and vulnerable species of animals for offering the users with an unimaginable and
fascinating experience (Pang, 2017).
Analysis:
This section of the report entails the analysis of the various marketing strategies that need to be
implemented by the business in order to offer high quality of services to the target segment of
customers.

Services Marketing Individual Assignment 4
Customer journey for the theme park:
The analysis of the customer journey is highly important from the perspective of a service
organisation, such as a theme park. A customer-journey represents the several stages through
which a customer has to move at the time of purchasing a product or service till the time the
product is purchased and utility is derived by the customers (Rouse, 2019). Through the
customer journey analysis the management of an organisation puts itself into the shoes of the
customers in order to understand the several stages in the buying process that the customers have
to undergo in order to purchase the product or service. The advantage of developing customer
journey analysis is that it helps to understand the strengths and weaknesses of the entire value
chain of the product or service, such that the major pain points of the consumers can be detected,
such that necessary resolution strategies can be implemented. This helps to plug the loopholes
and offer an improved service to the consumers. A customer journey consists of several touch
points through which a product or service is purchased and experience is gained by the customer.
Therefore, the marketing department of Future theme park has also performed an analysis of the
customer journey in order to determine the several stages through which a customer has to move
in order to purchase the service from the business (Grebski, 2018).
Steps in a customer journey
The customer journey process for Future theme park will consist of five stages described as
follows:

Services Marketing Individual Assignment 5
1. Awareness- It is the first stage of the customer journey where the customers will be
aware of the services being offered by Future theme park. It will be the brand name that
should create customer awareness.
2. Engagement- At the engagement phase, the customer engages at a deep level with the
brand in order to determine the extent to which the services offered can meet the physical
and emotional needs of the customers.
3. Evaluation- At the evaluation stage, the customers will evaluate the alternatives that are
available to them. The customers will evaluate the services offered by the rival theme
parks before taking a buying decision from Future theme park
4. Purchase- In this stage, the customers will undertake the services from the organisation
and they will compare the expected services with the actual services received.
5. Post-purchase- This is the last stage of the customer journey where depending upon the
services received the customers will decide whether to re-purchase from the brand or to
move to some other rival brands therefore, it is highly essential for Future theme park to
be able to implement strategies for retaining the customers through brand loyalty
development strategies (Trischler & Zehrer, 2012).
Customer experience for the theme park:
The management of Future theme park is dedicated to offering the best possible quality of
entertainment experience to the visitors such that they can perceive the activities of the park to be
quite unique and differentiated from those offered by the rival theme parks such as the Hong
Kong Disneyland and The Ocean Park. The management will have to offer a unique customer
experience to the target segment. In order to ensure early success, developing a pool of loyal
customers will ensure continuity of business (Hee, 2017). This will help in achieving growth,
profitability and sustainability in the long run. The management of Future theme park has plans
to offer unique customer experiences, such as well-decorated pavements, attractive signage,
neatly designed decorations, decent aesthetics and all the modern equipment, facilities, games
and fun activities to attract the customers having diversified tastes and preferences. However, the
main theme of the park will be to spread awareness about the need for animal conservation
around the world and therefore modern 3D technologies such as animations and holographic

Services Marketing Individual Assignment 6
representations of several 3D models of prehistoric creatures and current vulnerable species
around the world will be displayed in front of the visitors in order to offer them lifelike and
realistic experience. The use of state-of-the-art technologies such as animatronics, artificial
intelligence, virtual reality and augmented reality will ensure that the customers receive
something that they have not yet received in any of the rival theme parks in the country and also
around the world (Engage Business Media, 2017).
Customer mapping for the theme park:
It is extremely important for the marketing department of Future theme park to be able to create
an effective customer journey mapping. The mapping of customer journey refers to the various
processes and touch points through which a customer has to pass in order to undertake the
services from a brand. In the case of Future theme park the customer journey mapping process
will consist of the following steps:
 Allies and aspirations- In this stage the marketing department defines the scope and goal
of the marketing strategies that are to be achieved from serving the desired target segment
of customers. The necessary stakeholders need to be educated and engaged in this
process.
 Internal investigation- An internal investigation is to be undertaken by gathering data
from existing research on the target market segment. At this point, it is prudent to
conduct interviews with internal stakeholders.
 Assumption formulation- In this stage, the internal insights from the stakeholders are
synthesized and a draft framework of the customer journey map is designed.
 External research- At this stage the draft framework is used to undertake external
research on the target market segment. Here, the management can undertake qualitative
primary research from the target segment of customers in order to determine their tastes
and preferences.
 Narrative visualization- In this final stage the customer journey map is designed in the
form of a visual narrative that clearly depicts the results of the research conducted on the
target market segment. This journey map of customers will be analysed in the future to

Services Marketing Individual Assignment 7
determine the strong and weak areas in serving the customers, so that the necessary
resolution strategies can be undertaken (Matos, 2016).
Process of customer journey mapping
Industry best practices:
The theme park industry is growing at a rapid pace and it is expected that by the end of the year
2020, Asia will be the largest global market for the theme park (Daxue Consulting, 2018).
Therefore, the industry needs to ensure that best practices are observed by the theme park
management in order to offer high quality of services to the target customers (The Government
of the Hong Kong Special Administrative Region, n.d.). This will ensure adequate customer
satisfaction leading to increased growth, profitability and sustainability of the theme park
industry. Likewise, for Future theme park it is essential to implement the three-stage model of
service consumption in order to determine the current industry practices and then base its
marketing strategies accordingly, in order to attract the target customers and retain them into the
business. The three-stage model of service consumption is composed of the following phases:

Services Marketing Individual Assignment 8
 Pre-experience
 Consumption
 Post experience
Pre-experience:
In the pre-experience stage of service consumption, the target customers are in a position where
they have only learned about the existence of the brand and the types of services that are offered
by the brand. Looking at the advertising and promotion the target audience forms an idea about
the type of experience that they might receive by consuming the services from the said brand.
Here, it is necessary for Future theme park to undertake effective advertising and promotions
through the use of social media marketing so that a large section of the target audience is aware
of the brand and the services it is going to offer to the public. The success of attracting and
retaining the target customers will depend on prudent brand management and offering a
professional and committed experience to the visitors (Tsiotsou & Wirtz, 2015).
Consumption:
In this stage the customers actually consume the services from the brand. This is the stage where
the actual services are perceived by the target customers and therefore, it is the most important
stage for a service organisation, as it needs to ensure that the best possible quality of services is
offered to the target customers. In case of Future theme park, it will be absolutely essential to
offer the target customers with some unique entertainment services, amenities and facilities that
are highly differentiated and unique from the competing theme park brands operating in Hong
Kong. The success of offering highly satisfactory experience to the target customers in the
consumption stage will determine the future of the theme park in terms of profitability and
sustainability (Jiang, et al., 2017).
Post-experience:
It is the final stage of service consumption where the customers have already experienced the
quality of services from the brand and they are in the position to evaluate the effectiveness of the
services they have received in terms of utility derived. In the post-experience phase of service
consumption, the customers generally compare the actual services received with the expected
services. This helps in identifying the gaps from the customer's perspective and is important for

Services Marketing Individual Assignment 9
the organisation to understand in order to determine the strengths and weaknesses of the current
marketing policies for Future theme park. The management must ensure that the customers have
highly satisfactory post-experience after consumption and that the customer value perception of
the services offered by the theme park is highly satisfactory and better than the rival theme parks
in the country.
Market segmentation:
The market segmentation is the process whereby a brand identifies the several categories of
customers to which it is going to offer the products or services. In case of a service organisation,
the market segmentation is undertaken in order to determine the several categories of services
that will be offered by the organisation to the wide groups of customers. Therefore, in the theme
park industry also, market segmentation is highly important. Future theme park management has
conducted research and development on the target market of theme parks in Hong Kong and has
been able to identify the groups or categories of customers to which the theme park will offer its
services for ensuring profitability and growth. The marketing department of the organisation has
segmented the customers in terms of their tastes, preferences and needs that they wish to fulfil by
visiting the Future theme park in Hong Kong (PR Newswire Association LLC, 2017).
Profile of customers:
Profiling customers is one of the important strategies undertaken by the marketing department of
an organisation. It refers to determining the types of customers based on some characteristics that
will determine the primary and secondary target segments of customers to which the theme park
will offer its various services. For Future theme park, the primary segments of customers will
consist of the teenagers and young adults falling in the age range of 12-30 years. The secondary
segment of the customers will be in the age group of 30 years and above. The youngsters,
teenagers and young adults have the desire to gain knowledge and at the same time engage in fun
activities and thereby they consist of the primary segment for Future theme park. The secondary
segment of customers will consist of those that do not have the same enthusiasm and desire to
visit a theme park and take part in all the fun activities, however they also constitute a significant
portion of the target market for the theme park industry. Future theme park must offer something
unique to the customers in order to gain a competitive advantage. For instance, in the US many
theme parks offer a dummy ride outside the main ride for the visitors, so that before taking the

Services Marketing Individual Assignment
10
ride a visitor might be able to check whether he or she can fit into the ride or not. The customer's
need to have a low-middle or middle level of family income in order to afford the services being
offered by Future theme park. Therefore, it is expected to attract a large number of visitors from
the target market (Bolton, 2017).
Demand and capacity management:
It will be essential for the management of the Future theme park to determine the demand for the
services on a yearly basis. The demands for such services will not be the same throughout the
year. It is only during some seasons that there is a rush of domestic as well as foreign visitors
into the theme parks and amusement parks. It is mainly during the festive seasons such as
Christmas or during the summer holidays that there is an influx of a large number of tourists into
the theme parks. Therefore, it will be extremely important for the management of Future theme
park to be able to forecast such demands and offer the capacity to serve accordingly, so that the
demand and supply balance is maintained throughout the year. The management can implement
the strategy of enhancing the ticket prices during the peak season and lower them during the
slack season to ensure continuity of service consumption over the year.
Strategies to support customer experience:
The management of the Future theme park will have to ensure effective services to the customers
throughout the year. In order to offer them the expected level of customer experience it will be
highly important to ensure that the theme park is able to attract the customers early and turn them
into loyal customers of the business. Therefore, the management has planned to implement
certain strategies that will take care of the quality of the services being offered to the target
customers. First the management is dedicated to offering the highest quality of professional
services through recruiting qualified, knowledgeable and talented staffs such as guides, waiters,
waitresses, medics, security, etc., that will serve the visitors of the park wholeheartedly (Next
Stop Hong Kong, 2019). Another strategy to enhance customer experience and gain a
competitive edge in the industry will be the pricing policy adopted by the management. The
management has planned to invest significantly behind social media strategies such as marketing
and promotions through Facebook, Twitter, YouTube and also through the creation of Buzz
marketing strategies

Services Marketing Individual Assignment
11
Employee motivation strategies:
In order to ensure seamless and the highest level of professional services to the visitors, the park
management has formulated effective employee motivation strategies such as fair compensation,
rewards and recognition, effective training and development, progressive career growth
opportunities, diversity tolerance and a host of other employee-focused strategies like anti-
discrimination, workplace health and safety, etc.
Pricing policy:
The pricing policy that the management has proposed to follow is the competitive pricing policy.
In this strategy the services will be offered to the target segment of customers at extremely
affordable rates that are much cheaper than those offered by the rival theme parks in Hong Kong
such as Disneyland Hong Kong and The Ocean Park.
Conclusion:
In conclusion, it is determined that the management of Future theme park needs to observe
prudent strategies for ensuring high quality of services to the target customers, in order to
compete with the available theme parks and amusement parks in Hong Kong, such as the
Disneyland Hong Kong And The Ocean Park. The management of Future Park will have to offer
unique and differentiated services due to which the chosen theme of the park has been the extinct
and vulnerable animal species. The depiction of the species will be made using 3D animation and
other modern technologies that will give them life-like appearances and it will help in educating
the visitors about the need for conservation. Apart from this, the theme park will also offer a
wide range of fun and entertainment activities like rides, foods, resting lounges, etc. For
attracting customers with diverse taste and preferences. It will be required to observe ethical and
prudent marketing strategies in order to ensure successful promotion of the theme park so that
customers are attracted and retained into the business over the years.

Services Marketing Individual Assignment
12
References:
Bolton, K., 2017. How Disney Understood Its Target Market And Became Successful. [Online]
Available at: http://www.aggressivegrowthmarketing.com/blog/how-disney-understood-its-
target-market-and-became-successful/
Coston, R., 2016. Five stages of your customers' buying journey. [Online]
Available at: https://exchange.cim.co.uk/blog/five-stages-of-your-customers-buying-journey/
Daxue Consulting, 2018. China on track to becoming world’s largest amusement park industry
by 2020 | Daxue Consulting. [Online]
Available at: https://daxueconsulting.com/china-worlds-largest-amusement-park-industry/
Engage Business Media, 2017. CUSTOMER JOURNEY MAPPING: HOW A LITTLE ‘DISNEY
MAGIC’ TOUCHES EVERY CUSTOMER. [Online]
Available at: https://engagecustomer.com/customer-journey-mapping-little-disney-magic-
touches-every-customer/
Grebski, J., 2018. Disney: A Case Study in Customer Experience Perfection. [Online]
Available at: https://medium.com/@jgrebski/disney-a-case-study-in-customer-experience-
perfection-1053bacfb431
Hee, R., 2017. Asia Tipped to be World's Largest Amusement Park Market by 2020. [Online]
Available at: http://economists-pick-research.hktdc.com/business-news/article/International-
Market-News/Asia-Tipped-to-be-World-s-Largest-Amusement-Park-Market-by-2020/imn/en/
1/1X000000/1X0ABCII.htm
Jiang, K., Luk, S. T.-k. & Cardinali, S., 2017. The role of pre-consumption experience in
perceived value of retailer brands: Consumers' experience from emerging markets. Journal of
Business Research; DOI: 10.1016/j.jbusres.2017.09.026.
Matos, A., 2016. How I Used Customer Journey Mapping to Drastically Improve My Client’s
Digital Experience. [Online]
Available at: https://www.arke.com/2016/10/customer-journey-mapping-improve-digital-
experience/

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Next Stop Hong Kong, 2019. Hong Kong Theme Parks. [Online]
Available at: https://www.nextstophongkong.com/theme-parks/
Pang, B., 2017. Face Off: we have Ocean Park and Disneyland, but does Hong Kong need a
third theme park?. [Online]
Available at: https://yp.scmp.com/over-to-you/columns/article/106623/face-we-have-ocean-park-
and-disneyland-does-hong-kong-need-third
PR Newswire Association LLC, 2017. Amusement Park Market Growing at a CAGR of 10.16%
During 2017 to 2021. [Online]
Available at: https://www.prnewswire.com/news-releases/amusement-park-market-growing-at-a-
cagr-of-1016-during-2017-to-2021-611314155.html
Rouse, M., 2019. Customer Journey Map. [Online]
Available at: https://searchsalesforce.techtarget.com/definition/customer-journey-map
The Government of the Hong Kong Special Administrative Region, n.d.. Theme Park, s.l.: s.n.
The Legislative Council Commission, 2019. Challenges for the theme park industry in Hong
Kong. [Online]
Available at: https://www.legco.gov.hk/research-publications/english/essentials-1516ise09-
challenges-for-the-theme-park-industry-in-hong-kong.htm
Trischler, J. & Zehrer, A., 2012. Service design: Suggesting a qualitative multistep approach for
analyzing and examining theme park experiences. Journal Of Vacation Marketing 18(1); DOI:
10.1177/1356766711430944, pp. 57-71.
Tsiotsou, R. H. & Wirtz, J., 2015. Chapter: 7 The Three-Stage Model of Service Consumption.
In: The Handbook of Service Business: Management, Marketing, Innovation and
Internationalisation. s.l.:Cheltenham: Edward Elgar,, pp. 105-128.