Centerparcs Market Research Denmark

Market research - Denmark

An exploratory research on the danish holiday park market with findings and creative ideas for Centerparcs to implement

2014.03.22.

Centerparcs

Peter Hegedus

Table of Contents

1. Location 1

2. Competition 3

3. Communication concepts 7

4. List of references 8

1. Location

„All permanent apartment amusement parks and holiday villages generally found in out-of-town locations. Excludes travelling fairs. Theme and amusement parks visitors include international tourists, domestic tourists and residents.” (www.euromonitor.com, portal searches, http://www.portal.euromonitor.com/Portal/Pages/Statistics/Statistics.aspx, found on 21.02.13)

Most of these parks are built outdoors, and a sunny weather is needed to enjoy them. We could say that weather in Denmark is bad. It`s quite windy and rainy. the average wind speed is 7.6 metres per second (denmark.dk, facts, http://denmark.dk/en/quick-facts/, found on 22.02.13), which creates a hostile enviroment for open-air amusement parks and holiday villages and decreases the enjoyment of the rides.

In this research though we would like to find out if more customers would visit the park. Cars and taxes on cars in Denmark are expensive (If someone buys a car in Denmark, he must pay 160% of the car’s price in taxes to the government), and that is why it is crucial to find out if the customer can drive to the park or not. However, one can assume that an avarage family has a car and therefore, they can afford to take a trip to Centerparks.

Tourism preferences:

We must not forget though that in 2012 Denmark had 47 million foreign tourists. This number is 9x bigger than the population of the country.

Table 1:

Source: http://epp.eurostat.ec.europa.eu/statistics_explained/index.php?title=File:Holiday_trips_of_residents_(aged_15_years_or_more),_2012_YB14.png&filetimestamp=20140121161508

This table shows the number of Holiday trips of residents (aged 15 years or more)....