CASE STUDY: HONKONGs OCEAN PARK

Q.1 What was the reason for Ocean Park's re-engineering?

Ans: The reason behind Oceans Park re-engineering was drop in the sales of parkas the rides
of Ocean Park started to become outdated and was not able to attract customers. Also the
customers did not understand and did not like what they were paying for. The other reason
were poor brand image epitomized by its small seahorse logo. The non-smiling sea horse had
low visibility and was not strongly associated with park. The sea horse image was also far
from the warm and cuddly design of Disney characters that appealed to customers.
Q.2 What were the goals of the re-engineering?
Ans: The Goals of re-engineering were

Position itself as World class sea-world type attraction.

Improve its brand image.
Revamp its product line.
Boost number of annual visitors from four million in 2004 to five million in 2010.
Kick start the government plan to transform the nearby Aberdeen area into an
attraction similar to that of Fisherman Wharf in San Francisco.
To strengthen its core competency in real nature as compared to Disneys strength in
cartoon characters.
Transform itself into marine-based theme park with 33 new species of animals.

Q.3 What were some of the difficulties implementing the re-engineering process?
Ans: Ocean Park faced various difficulties during implementation of re-engineering process
one of them was the resistance from employees to change and reluctance to take new
challenges. Most of the staff was unskilled and had to work long hour with low pay. The
Human resource management of the park was unable to keep it up with times. The poor
financial condition of the park acted as catalyst to employee resistance because were well
aware that if the park gets shut down they will be unemployed.
Q.4 What strategies should Ocean Park take as a result of the arrival of Disneyland?
Ans:

Hire employees who are young, talented and educated. As Disney is also trying to hire
employees with same characteristics Ocean Park should come up with attractive HR
policies to increase interest of those talents towards them.
Focus on market loyalty, and revitalize educational programs, characters and other
aspects of park.
Ocean Park could come also come up with Weekend offers when the prices of Disney
land is high.

Jayesh Rawal
PGDM 2741

ITM-B School

Batch: M2

Q.5 What strategies should Ocean Park take next?

Ans: Strategies which ocean park should adopt:

Introduce customer loyalty program providing loyalty cards and points which would
encourage customer to re-visit.
Introduce offers on weekends when price of tickets is high for Disneyland to increase
the number of visitors.
Ocean Park can focus on promotion through advertisement.

Jayesh Rawal
PGDM 2741

ITM-B School

Batch: M2