Islands of Adventure SWOT Analysis, USP & Competitors

Posted in Tourism and Hospitality, Total Reads: 3093
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SWOT Analysis of Islands of Adventure with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Islands of Adventure

Parent Company

NBC Universal

Category

Amusement Park/Theme Park

Sector

Tourism and Hospitality

Tagline/ Slogan

Live the Adventure

USP

The park with seven distinctly themed island with a common overall theme of exploration

STP

Segment

Children, families and tourists from abroad

Target Group

Tourist families from all over the world and local families from Orlando

Positioning

The park offers adventure and entertainment for the entire family

SWOT Analysis

Strengths

1. The park has recently been ranked as the top theme park by Theme Park Insider among other awards.
2. The park welcomes more than 5 million guests per year
3. The Wizarding World of Harry Potter has been a huge hit and has been drawing huge crowds from the US as well as abroad.
4. In addition to featuring its own famous characters, Universal has licensed popular characters from other entertainment houses (Harry Potter from Warner Bros., Marvel Super Heroes from Marvel Comics etc.), which have been drawing huge crowds.

Weaknesses

1. Although the park has some of the best theme parks, it offers lesser variety in terms of rides as compared to some of the other amusement parks in the US
2.Some of the characters that the park features are not as popular abroad, hence less international tourists

Opportunities

1. With the increasing trend of international tourists visiting theme parks, the park has a huge pool of potential customers
2. The owner NBC Universal has a very strong brand presence all over the world, which the park can take advantage of
3.The characters that feature in the park are very popular and have great merchandising capacity

Threats

1.Orlando is regarded as the theme park capital of the country; the park has some very strong local competitors
2.In the absence of continuous innovation, there is no incentive for a second-time visit
3.Due to the proximity of Walt Disney’s Magic Kingdom, the Islands of Adventure invite constant comparison with the Disney brand, world leaders in theme parks

Competition

Competitors

1. Walt Disney’s Magic Kingdom, Orlando
2. Universal Studios, Florida
3. Sea World, Orlando



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