.
1. Introduction.
This essay will be responding to the research question: "To what extent does Ocean Park compete effectively with Disneyland, in terms of its marketing mix, in Hong Kong?" This topic is being explored in order to identify the effect of the entrance of a globally renowned business on an established local business, in terms of its marketing mix. This topic is worthy of investigation because Ocean Park mainly focuses on the Mainland Chinese people as their target market, and wish for their marketing strategies to effectively reach out to them. This segmented target market is particularly significant because Chinese travelers are now considered as one of the highest spenders on tourism and traveling (edition.cnn.com). As Hong Kong is relatively close to China, in terms of its distance, it is always a prime area for vacations. .
Hong Kong has experienced a sudden increase in Mainland China's interest in Ocean Park, as currently 53% of the visitors are from Mainland China (hongkongextras.com). The advantageous effect of the sudden global interest on Ocean Park is evident through adaptations and alterations in their marketing strategies, making them a crucial competitor for Disneyland. In the year 2005, with the entrance of Disneyland, Ocean Park began preparing competitive strategies in order to continue its success rate in the Hong Kong theme park market. As the theme park industry is an expanding market, both Ocean Park and Disneyland are continuously developing their marketing strategies and styles in order to fit the needs of their consumers. This consistent growth can be measured through their marketing mix (See Section 4 for Marketing Mix). In order to investigate how effectively Ocean Park competes with Disneyland, in terms of its marketing mix, each of businesses marketing strategies will be compared and contrasted.
2. Methodology.
This investigation proceeds a systematic approach, whereby each step has equally contributed to the final conclusion made.
