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Samsung EverlandSamsung Everland

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Introduction

Everland is largest theme park in KoreaEverland is largest theme park in Korea

It offers numerous recreational activitiesIt offers numerous recreational activitiesincludingincluding

European AdventureEuropean AdventureMagic landMagic land

American AdventureAmerican Adventure

Roller CoastersRoller Coasters

Everland Speed WayEverland Speed Way

Wild RiverWild River

v

http://upload.wikimedia.org/wikipedia/commons/e/e5/Korea-Yongin-Everland-18.jpg

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'vervie( of the Case Samsung Everland is the pioneer in introducing theme parkconcept in South Korea&

Everland formally )ongin farmland (as opened in *+,- 'perating profits of the company increased in past fe( years

.um/er of attendants also increased in past years 0rimary market comprises of customers (ho travel a/out * hour

drive to Everland& (here as secondary market focuses *$1hours and tertiary market comprises of those driving morethen 1 hour drive

Everland introduced a master plan& e2pansion of everland (hichinclude Cari//ean /ay& 3lo/al fair& Safari %our

Everland is often compared to 4isneyland /y those (ho havevisited /oth parks

Mr56er7president8 (as not only committed to the customersatisfaction /ut one step ahead i5e5 delight them

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Master 0lan9 !armlandEverland

E2pansion and :p gradation

!irst 0hase investment of :S ;

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Service InitiativeEnhancement of services7Win$Win 0hilosophy8Cleanliness campaign

Service academy In$house educational center

Enhance learning capa/ilities

Service trainings for other organiations

.ation(ide campaign for courtesy B kindness8

0ersonnel policy 7recruitment& education B retraining8

Early measurements7Korean Research 3roup8

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Competitors otte WorldSeoul and

4ream land

Children 3rand0ark

Seoul 3rand 0ark

Seoul Land

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0orters !ive !orces ModelCompetitive RivalryIntense

"argaining po(er of supplier

6igh"argaining po(er of customer

high

%hreat of ne( entrants

o(%hreat of su/stitute

medium

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0ES% Analysis0olitical

Economical

Social%echnological

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0rofit declined)55& )55. (age 2*ange

$et Sales 16)6. 77&)6 )6(

3otal 4#penses 1.8)6 7)586 )5(

Operating Profit ..79 .&.: .'67/

*Data in Millions of Korean Won

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Recommended Strategies

%heme parks industry is highly technological& and it reuireinnovation and ne( products (ith the passage of time& (erecommend Product Development for Everland

Everland should provide uality service in order to retain their

customers and for this it is advised for Market Penetration%heme park is a gro(ing industry and Asia is considered to /e a

highly attractive market& so Everland should go for Market4evelopment

Everland must implement focus strategy in order to increase theiruality in service to delight their customers& /ecause %heme

parks /usiness is /ased on returning /ack customers 7those (hovisit again B again8

Everland should also /uild a strong RB4 department& /ecausesuccessful theme 0arks need strong market research to /etterunderstand their customers