人民大2024战略管理（第13版）案例教师手册 david_sm13e_cn_02.docx

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1、MerrylandAmusementPark-2009CaseNotesPreparedby:Dr.MernoushBantonCaseAuthor:GeorgeStoneA. CaSeAbStraCtMerrylandAmusementParkisacomprehensivebusinesspolicyandstrategicmanagementcasethatincludesthecompanys2008financialstatements,competitorinformationandmore.Thecasetimesettingistheyear2009.Sufficientint

2、ernalandexternaldataareprovidedtoenablestudentstoevaluatecurrentstrategiesandrecommendathree-yearstrategicplanforthecompany.MerrylandAmusementParkislocatedinKansasCity.B. ViSiOnStatement(PrODOSed)BringjoyandhappinesstoourcustomerswhilevisitingMerrylandAmusementPark.C. MiSSiOnStatement(PrODOSe)Bringi

3、ngentertainment(2)toKansasCityandsurroundingareas(3),westriveourselvestodeliveruniqueandqualityattractionstoourcustomers(1)throughhighlytechnologicallyadvancedridesandfeatures(4).Webelieveincontinuousenrichmentofourstaff(9)andaccordingly,providingfriendlyandfnenvironmentforourcustomers(6),leadingust

4、obeaprofitablecompanyfororinvestors(5)andourcommunrty(7,8).1. Customer2. Productsorservices3. Markets4. Technology5. Concernforsurvival,profitability,growth6. Philosophy7. Self-concept8. Concernforpublicimage9. ConcernforemployeesD. EXternalAUditOpportunities1. Closestthemeparkwasmilesaway,makingita

5、greatopportunityforresidencetohavealocalparktogoto2. Nodirectmpetitionexceptsmallamusementcenters3. Customerloyaltyexiststohavealocalthemepark4. Newthemeparkcanofferstateoftheartrides,makingitmoreattractiveforlocalstogo5. Toformpartnershipwithotherhospitalitybusinessesforreducedorpromotionalrates6.

6、CanstruckdealswithlocalhighSChOOlormiddleschoolsforspecialeventssuchaspromnightsorgraduationceremonyiparties7. Canofferpromotionaldiscountssuchasrporatediscount,seniorcitizens,orrewards/membershipwithAAAtolocalbusinessorbusinessesinthesurroundingareasThreats8. Willingnessofpatronstodrivelongdistance

7、tovisitotherthemeparks9. Smallnicheamusementcentersbasedinmallshadbeguntosurfacewithhighlyattractivewaterparks,modernsteelcoasters,entertainers,andanendlessarrayofpromotions,disunts,andfamilyfunpackages10. Weakeconomyhasimpacteddisposableincomeofconsumersforspendingtoomuchmoneyonleisuretraveland/ora

8、ttendingthemeparks11. Consumershavebecomemorepriceconsciousandarelookingformorelocaldealsandspecials12. Typicalvacationsarebookedinadvancesostartinganewthemeparkmaynotseehighvolumeoftouriststillthesecondyearorbeyond13. Themeparksrequireextensiveamountofcapitaltostartalongwithlargeamountofworkingcapi

9、talforadvertisingandoperationalexpensesCPM-CompetitiveProfileMatrixMerrylandThemeParksAmusementParksCriticalSuccessFactorsWeightRatingWeightedScoreRatingWeightedScoreRatingWeightedScorePricecompetitiveness0.1020.2040.4030.30Technology0.1210.1240.4820.24ProductSafety0.1010.1040.4020.20Customer1.oyalt

10、y0.1320.2640.5210.13MarketShare0.1010.1040.4020.20Advertising0.1510.1540.6020.30ProductQuality0.1210.1230.3620.24ProductImage0.1010.1030.3010.10FinancialPosition0.0810.0830.2420.16Total1.001.233.701.87ExternalFactorEvaluation(EFE)MatrixKeyExternalFactorsWeightRatingWeightedScoreOpportunities1.Closes

11、tthemeparkwasmilesaway,makingitagreatopportunityforresidencetohavealocalparktogoto0.0830.242.Nodirectcompetitionexceptsmallamusementcenters0.0730.213.Customerloyaltyexiststohavealocalthemepark0.0730.214.Newthemeparkcanofferstateoftheartrides,makingitmoreattractiveforlocalstogo0.0730.215.Toformpartne

12、rshipwithotherhospitalitybusinessesforreducedorpromotionalrates0.0630.186.Canstruckdealswithlocalhighschoolormiddleschoolsforspecialeventssuchaspromnightsorgraduationceremony/parties0.0630.187.Canofferpromotionaldiscountssuchasrporatediscount,seniorcitizens,orrewardsimembershipwithAAAolocalbusinesso

13、rbusinessesinthesurroundingareas0.0630.18Threats1.Willingnessofpatronstodrivelongdistancetovisitotherthemeparks0.0720.142.Smallnicheamusementcentersbasedinmallshadbeguntosurfacewithhighlyattractivewaterparks,modernsteelcoasters,entertainers,andanendlessarrayofpromotions,disunts.andfamilyfunpackages0

14、.0910.093.Weakeconomyhasimpacteddisposableincomeofconsumersforspendingtoomuchmoneyonleisuretraveland/orattendingthemeparks0.120.24.Consumershavebecomemorepricensciousandarelookingformorelocaldealsandspecials0.110.15.Typicalvacationsarebookedinadvancesostartinganewthemeparkmaynotseehighvolumeoftouris

15、tstillthesecondyearorbeyond0.0810.086.Themeparksrequireextensiveamountofcapitaltostartalongwithlargeamountofworkingcapitalforadvertisingandoperationalexpenses0.0920.18Total1.2.2E. InternalAUditStrengths1. Gainingfederalgovernmentinfluencetowardahistoricalsitedesignation,whichwouldhelptosecurethepropertyanditsassetsforpotentialinvestorsforthepurposeofsiterestoration2. Growinggrassrootslevelin