Wild Adventures: A Theme Park Experience

The customer journey of Future theme park is divided into four stages: engagement, evaluation, purchase, and post-purchase. The management aims to offer a unique customer experience by incorporating modern technologies such as 3D models, animatronics, artificial intelligence, virtual reality, and augmented reality. A customer mapping process was created, involving steps such as allies and aspirations, internal investigation, assumption formulation, and external research. This will help identify strong and weak areas in serving customers and develop strategies for retention and loyalty.

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

Services Marketing Individual Assignment 1
Executive Summary:

Services Marketing Individual Assignment 2
Table of Contents
Executive Summary:........................................................................................................................1
Introduction:....................................................................................................................................3
Brief overview of the theme park:...............................................................................................3
Analysis: 2200.................................................................................................................................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:................................................................................................................8
Pre-existence:...........................................................................................................................8
Consumption:...........................................................................................................................8
Post-experience:.......................................................................................................................8
Market segmentation:..................................................................................................................8
Profile of customers:................................................................................................................8
Demand and capacity management:........................................................................................8
Strategies to support customer experience:.................................................................................8
Employee motivation strategies:..............................................................................................8
Pricing policy:..........................................................................................................................8
Conclusion: 250...............................................................................................................................8
Recommendations: 300...................................................................................................................8
References:......................................................................................................................................9

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 with 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 analyze 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: 2200
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
organization, 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 organization 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 organization
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. 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 representations

Services Marketing Individual Assignment 6
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 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 an existing research on the target market segment. At this point, it is prudent to
conduct interviews of the 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 an 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 analyzed in future to
determine the strong and weak areas in serving the customers, so that the necessary
resolution strategies can be undertaken (Matos, 2016).

Services Marketing Individual Assignment 7
Process of customer journey mapping

Services Marketing Individual Assignment 8
Industry best practices:
Pre-existence:
Consumption:
Post-experience:
Market segmentation:
Profile of customers:
Demand and capacity management:
Strategies to support customer experience:
Employee motivation strategies:
Pricing policy:
Conclusion: 250
Recommendations: 300

Services Marketing Individual Assignment 9
References:
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/
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
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/
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
Rouse, M., 2019. Customer Journey Map. [Online]
Available at: https://searchsalesforce.techtarget.com/definition/customer-journey-map
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.

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