EsselWorld and Water Kingdom SWOT Analysis, USP & Competitors

Posted in Tourism and Hospitality, Total Reads: 2895
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SWOT Analysis of EsselWorld and Water Kingdom with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

EsselWorld and Water Kingdom

Parent Company

Essel Group, Pan India ParyatanPvt. Ltd.

Category

Amusement Park/Theme Park

Sector

Tourism& Hospitality

Tagline/ Slogan

“It’s Your World”

USP

The only full-fledged amusement park near Mumbai

STP

Segment

Children, families, youth

Target Group

Families and youngsters living in and around Mumbai

Positioning

“ Island of Fun”

SWOT Analysis

Strengths

1.  The parent company is a pioneer in the concept of amusement park in India.
2. Essel World is India’s largest amusement park and Water Kingdom is Asia’s largest theme water park.
3.  The park is spread over a huge land mass of 64 acres and attracts thousands of visitors each day.
4. There are more than 30 rides along with other recreational options.

Weaknesses

1. The park has limited global presence
2. The offerings are fewer compared to those of some of the other famous international parks.

Opportunities

1.This being the only full-fledged amusement park in Mumbai, has huge crowd-pulling potential.
2.The demographics of Mumbai suggest that there is a lot of young population in Mumbai who are the potential visitors.

3. With the introduction of group offers, annual passes and multi-visit passes, the park can hope to increase its customer base.

Threats

1. The upcoming culture of visiting malls that have play areas can be a threat.
2.Since the frequency of innovations in offerings is very low, there is no incentive for second time visits.
3.The business is more seasonal in nature, there are more visitors during the holiday season, on other days there is a slack.

Competition

Competitors

1.Suraj Water Park, Mumbai
2.Ramoji Film City, Hyderabad
3.Kingdom of Dreams, India



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