Ocean Park

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The HKIAAT

Accounting and Business Management Case Competition 2011- 2012

Tertiary Institute Group

Institution: Hong Kong School of Commerce

-North point branch (Higher Group Diploma)

Team Members:

Leung Wing Sze, Christina

Lin Pui Kwan, Helen

Leung Adeline

Contents

PART I. Introduction Page

1. Company background

PART II. Executive Summary

1. Executive Summary

PART III. Business and Marketing Analysis of Ocean Park

1. Business Analysis of Ocean Park

1.1 Financial Analysis

1.1.1 Liquidity

1.1.2 Profitability

1.1.3 Asset Utilization/ Management efficiency

1.1.4 Capital structure

1.1.5 Debt to EBITDA Ratio

1.2 Macro-environmental Analysis

1.2.1 Social Factor

1.2.2 Technological Factor

1.2.3 Economic Factor

1.2.4 Political Factor

1.3 Non-Financial Analysis

1.3.1 Corporate Governance

1.3.2 Social Responsibility

2. Marketing Analysis of Ocean Park

2.1 Customer Behavior Patterns

2.1.1 Cultural

2.1.2 Social

2.1.3 Psychological

2.2 Segmentation, Targeting & Positioning

2.2.1 Segmentation

2.2.2 Targeting

2.2.3 Positioning

2.3 SWOT Analysis

2.3.1 Strength

2.3.2 Weaknesses

2.3.3 Opportunity

2.3.3 Threat

2.4 Marketing Mix Strategy

2.4.1 Product

2.4.2 Place

2.4.3 Price

2.4.3 Promotion

PART III. Conclusion and future plans

1. Conclusion

2. Future plans

PART IV. Appendix

1. Reference

2. Notes

PART I. Introduction

1. Company Background

Introduction

Ocean Park is the first comprehensive marine theme park in Hong Kong. It was established on 10 January 1977 and is situated in Wong Chuk Hang and Lam Long Shan in the Southern District of Hong Kong. Ocean Park has...