Port Aventura SWOT Analysis, USP & Competitors

Posted in Tourism and Hospitality, Total Reads: 6594
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SWOT Analysis of Port Aventura with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Port Aventura

Parent Company

Criteria CaixaCorp

Category

Amusement Park/Theme Park

Sector

Tourism and Hospitality

Tagline/ Slogan

Vive el Momento (Live the Moment)

USP

The park is divided into 5 distinctly designed theme areas to provide a diversity of experience

STP

Segment

Teenagers, youngsters and young families

Target Group

Youngsters and young families living in Spain and other parts of Europe

Positioning

Provides an exciting journey around the world through its theme parks along with some thrilling rides.

SWOT Analysis

Strengths

1. It is the most visited theme park in Spain with around 3 million visitors per year
2. It is the largest theme park resort in the south of Europe and one of the most visited theme park in the whole of Europe
3. It has high brand visibility and popularity in Spain and Europe
4. The park features around 100 live performances daily and plenty of seasonal events.

Weaknesses

1. It has fewer attractions for children than some of the other theme parks in Europe.
2. In spite of being the most popular park in Spain, the brand is not very popular internationally

Opportunities

1. With proper marketing, the park can make itself known internationally and can try to attract more international visitors.
2. The recent addition of the new ride in the China area and the enlargement of the water park can attract visitors.
3. With various promotional offers like annual passes, discounts on hotel stay and multiple visit passes, the park is trying to increase its customer base.

4. By introducing new attractions from time to time, the park can attract more and more visitors.

Threats

1. As compared to some if its European competitors like Disneyland Paris and Parc Asterix, it has a limited number of attractions.
2. The park doesn’t have as much of merchandising capacity as some of its European competitors.
3. The park doesn’t have a very strong positioning statement for people from outside of Spain.

Competition

Competitors

1. Disneyland Paris
2. Parc Asterix
3. Europa Park


The table above concludes the Port Aventura SWOT analysis along with its marketing strategy and brand parameters.

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