Sesame Place SWOT Analysis, USP & Competitors

Posted in Tourism and Hospitality, Total Reads: 1546
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SWOT Analysis of Sesame Place with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sesame Place

Parent Company

Seaworld Parks and Entertainment

Category

Amusement Park/Theme Park

Sector

Tourism and Hospitality

Tagline/ Slogan

Be a Kid or Be a Kid Again

USP

The park offers an experience of Sesame Street through rides, water slides and shows

STP

Segment

Children between the age of 3 to 12

Target Group

Families with very young children living in Pennsylvania and tourists

Positioning

The parks lets children enjoy their childhood and lets adult relive their childhood

SWOT Analysis

Strengths

1. The theme of the park which is based on Sesame Street and its characters is very unique and appeals to young children
2. The owner, Seaworld Entertainment has a good brand presence in the amusement park industry and is successfully operating several amusement parks and theme parks throughout the US
3. It offers a good mix of dry rides and water rides along with a variety of shows and kids’ playing area
4. It caters to a specialized segment and enjoys exclusivity which can be a great advantage
5. Strong brand presence in the US

Weaknesses

1. The park can appeal only to very young children and hence its potential customer base is very limited
2. The rides are limited as compared to some of the other amusement parks that cater to the same target group
3.The popularity of the park relies entirely on the popularity of the Sesame Street characters, which don’t appeal to international tourists

Opportunities

1.The target segment of Sesame Place is families with young kids; this target group is emerging and has great spending potential
2.Theme Parks for children is an industry which has great growth potential.
3.With continuous innovation in terms of the offerings, the park has the potential to attract many more visitors

Threats

1.The park does not have a strong brand presence outside USA.
2. The competitors, like Disneyland, which cater to the same segment, have a much better and diverse portfolio of offerings.
3.There are many amusement parks, zoos and water parks for children in Pennsylvania; hence the local market is very competitive.

Competition

Competitors

1. Disneyland Park, USA
2.HersheyPark, Pennsylvania
3. Legoland, USA



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