Discovery Cove SWOT Analysis, USP & Competitors

Posted in Tourism and Hospitality, Total Reads: 1659
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SWOT Analysis of Discovery Cove with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Discovery Cove

Parent Company

SeaWorld Parks and Entertainment

Category

Amusement Park/Theme Park

Sector

Tourism and Hospitality

Tagline/ Slogan

Discover a Place Beyond Words

USP

A family amusement destination that offers exciting animal encounters

STP

Segment

Aquatic Animals lovers from the USA and the rest of the world

Target Group

High and middle income group families

Positioning

A place to experience exciting animal encounters

SWOT Analysis

Strengths

1. It is home to many species of rare aquatic animals and exotic birds
2. It has made many notable efforts to become an environmentally sustainable place
3. A high staff to guest ratio makes sure that the experience is rewarding
4. It allows limited number of visitors per day to avoid crowding, thus offering a special experience to animal lovers.

Weaknesses

1. The brand is restricted to mainly American tourists and has no global reach
2.The offerings are limited in comparison to the bigger amusement parks in the USA.

Opportunities

1. The parent brand SeaWorld Parks and Entertainment operates many amusement parks in the USA and has a strong brand presence which Busch Gardens can leverage upon.
2.It enjoys location advantage as Florida is already a popular tourist destination; this can improve the number of visitors.
3.By adding innovative offerings, it can attract more visitors.

Threats

1. Many amusement parks with similar concepts are coming up in other parts of the world.
2. Local parks with similar themes provide stiff competition.
3. If there is no innovation in offerings, then there is no incentive for a second-time visit.

Competition

Competitors

1. Sea World Adventure Parks, USA
2.Epcot, Orlando, USA
3.Busch Gardens, USA


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