Europa Park SWOT Analysis, USP & Competitors

Europa Park

Parent Company

The Mack Family

Category

Amusement Park/Theme Park

Sector

Tourism and Hospitality

Tagline/ Slogan

Dein Moment (Your Moment)

USP

The park claims to have some of Europe’s most thrilling roller coasters

Europa Park STP

Segment

Teen market, youngsters and families

Target Group

Young population living in Germany and the rest of Europe

Positioning

The park offers a condensed European experience through its 15 theme parks

Europa Park SWOT Analysis

Strengths

1. It is the largest and the most visited theme park in Germany
2. It is one of the top most popular seasonal theme park in the world and Europe.
3. The park receives more than 4 million visitors every year
4. The park is home to some of the best roller coaster rides in Europe
5. Good brand visibility and brand awareness

Weaknesses

1. The park is seasonal and does not operate for almost 5 months in a year.
2. In spite of being a very popular theme park in Germany, the park is not very popular outside Europe.

Opportunities

1. The 15 distinctly themed areas of the park based on different European countries constitute a great variety.
2. None of the other theme parks in Germany can match Europa Park in terms of popularity and offerings.
3. The park is easily accessible; it has at least 4 regional airports and a train station close by.

4. With various promotional offers like annual passes, discounts on hotel stay and multiple visit passes, the park can try to increase its customer base.

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

Threats

1. Its proximity to Disneyland, Paris, which is a hugely popular international brand, is a threat.
2. Germany, as a tourist destination is mainly known for its trade shows and commercial areas and not for its amusement parks.
3. The absence of a strong parent brand can hurt the popularity.

Europa Park Competition

Competitors

1. Disneyland, Paris
2. Park Aventura, Spain
3. Phantasialand, Germany