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

MerrylandAmusementPark-2009CaseNotesPreparedby:Dr.MernoushBantonCaseAuthor:GeorgeStoneA. CaSeAbStraCtMerrylandAmusementParkisacomprehensivebusinesspolicyandstrategicmanagementcasethatincludesthecompany's2008financialstatements,competitorinformationandmore.Thecasetimesettingistheyear2009.Sufficientinternalandexternaldataareprovidedtoenablestudentstoevaluatecurrentstrategiesandrecommendathree-yearstrategicplanforthecompany.MerrylandAmusementParkislocatedinKansasCity.B. ViSiOnStatement(PrODOSed)BringjoyandhappinesstoourcustomerswhilevisitingMerrylandAmusementPark.C. MiSSiOnStatement(PrODOSe)Bringingentertainment(2)toKansasCityandsurroundingareas(3),westriveourselvestodeliveruniqueandqualityattractionstoourcustomers(1)throughhighlytechnologicallyadvancedridesandfeatures(4).Webelieveincontinuousenrichmentofourstaff(9)andaccordingly,providingfriendlyandfnenvironmentforourcustomers(6),leadingustobeaprofitablecompanyfororinvestors(5)andourcommunrty(7,8).1. Customer2. Productsorservices3. Markets4. Technology5. Concernforsurvival,profitability,growth6. Philosophy7. Self-concept8. Concernforpublicimage9. ConcernforemployeesD. EXternalAUditOpportunities1. Closestthemeparkwasmilesaway,makingitagreatopportunityforresidencetohavealocalparktogoto2. Nodirectmpetitionexceptsmallamusementcenters3. Customerloyaltyexiststohavealocalthemepark4. Newthemeparkcanofferstateoftheartrides,makingitmoreattractiveforlocalstogo5. Toformpartnershipwithotherhospitalitybusinessesforreducedorpromotionalrates6. CanstruckdealswithlocalhighSChOOlormiddleschoolsforspecialeventssuchaspromnightsorgraduationceremonyiparties7. Canofferpromotionaldiscountssuchasrporatediscount,seniorcitizens,orrewards/membershipwithAAAtolocalbusinessorbusinessesinthesurroundingareasThreats8. Willingnessofpatronstodrivelongdistancetovisitotherthemeparks9. Smallnicheamusementcentersbasedinmallshadbeguntosurfacewithhighlyattractivewaterparks,modernsteelcoasters,entertainers,andanendlessarrayofpromotions,disunts,andfamilyfun"packages"10. Weakeconomyhasimpacteddisposableincomeofconsumersforspendingtoomuchmoneyonleisuretraveland/orattendingthemeparks11. Consumershavebecomemorepriceconsciousandarelookingformorelocaldealsandspecials12. Typicalvacationsarebookedinadvancesostartinganewthemeparkmaynotseehighvolumeoftouriststillthesecondyearorbeyond13. ThemeparksrequireextensiveamountofcapitaltostartalongwithlargeamountofworkingcapitalforadvertisingandoperationalexpensesCPM-CompetitiveProfileMatrixMerrylandThemeParksAmusementParksCriticalSuccessFactorsWeightRatingWeightedScoreRatingWeightedScoreRatingWeightedScorePricecompetitiveness0.1020.2040.4030.30Technology0.1210.1240.4820.24ProductSafety0.1010.1040.4020.20Customer1.oyalty0.1320.2640.5210.13MarketShare0.1010.1040.4020.20Advertising0.1510.1540.6020.30ProductQuality0.1210.1230.3620.24ProductImage0.1010.1030.3010.10FinancialPosition0.0810.0830.2420.16Total1.001.233.701.87ExternalFactorEvaluation(EFE)MatrixKeyExternalFactorsWeightRatingWeightedScoreOpportunities1.Closestthemeparkwasmilesaway,makingitagreatopportunityforresidencetohavealocalparktogoto0.0830.242.Nodirectcompetitionexceptsmallamusementcenters0.0730.213.Customerloyaltyexiststohavealocalthemepark0.0730.214.Newthemeparkcanofferstateoftheartrides,makingitmoreattractiveforlocalstogo0.0730.215.Toformpartnershipwithotherhospitalitybusinessesforreducedorpromotionalrates0.0630.186.Canstruckdealswithlocalhighschoolormiddleschoolsforspecialeventssuchaspromnightsorgraduationceremony/parties0.0630.187.Canofferpromotionaldiscountssuchasrporatediscount,seniorcitizens,orrewardsimembershipwithAAAolocalbusinessorbusinessesinthesurroundingareas0.0630.18Threats1.Willingnessofpatronstodrivelongdistancetovisitotherthemeparks0.0720.142.Smallnicheamusementcentersbasedinmallshadbeguntosurfacewithhighlyattractivewaterparks,modernsteelcoasters,entertainers,andanendlessarrayofpromotions,disunts.andfamilyfun"packages"0.0910.093.Weakeconomyhasimpacteddisposableincomeofconsumersforspendingtoomuchmoneyonleisuretraveland/orattendingthemeparks0.120.24.Consumershavebecomemorepricensciousandarelookingformorelocaldealsandspecials0.110.15.Typicalvacationsarebookedinadvancesostartinganewthemeparkmaynotseehighvolumeoftouriststillthesecondyearorbeyond0.0810.086.Themeparksrequireextensiveamountofcapitaltostartalongwithlargeamountofworkingcapitalforadvertisingandoperationalexpenses0.0920.18Total1.2.2E. InternalAUditStrengths1. Gainingfederalgovernmentinfluencetowarda"historicalsite"designation,whichwouldhelptosecurethepropertyanditsassetsforpotentialinvestorsforthepurposeofsiterestoration2. Growinggrassrootslevelin