Enchanted Kingdom Case Study Essay

2846 Words Dec 14th, 2013 12 Pages
I. Title of the Case
Enchanted Kingdom:
The Magic Lives On and On

II. Executive Summary of the Case Enchanted Kingdom (EK) is the pioneer theme park in the country, boasting seven fantastic theme zones, and imported rides and attractions. Ideally, new rides and attractions should be added annually to maintain the charm and sustain the viability of the theme park. However, due precarious economic conditions prevailing in late 1997 onward, the company deferred its expansion plans. It has been almost four years since it last introduced a new major ride or attraction for the theme park. Against the Asian currency crisis backdrop, management must identify strategies to eliminate seasonal demands and boost its guest attendance and
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This track was available to the public when Enchanted Kingdom was opened but was also used for the annual karting championships during weekends of the year. Both single-seater and dual-seater Italian-made karts were used. Enchanted Kingdom also opened its first 30-seat 4D Theater on the same year. Since it opened, it has always been a sell-out with such films as “Escape from Bane Mirror”, Leslie Nielsen in “Pirates”, Brendan Fraser in “Journey to the Center of the Earth”, “Dora and Diego” and “Yogi Bear”. 2005 marked the first full decade of Enchanted Kingdom's existence. It was a year marked by other milestones such as the highest attendance ever for the park as well as the launching of its first comic book series to the public Enchanted Kingdom also tied up with a local production company to produce a local blockbuster film entitled Exodus: Tales from the Enchanted Kingdom that became a top grosser in the country's year-end Metro Manila Film Festival. The addition of a 500 square meter events facility in 2007 and the introduction of additional ride attractions on 2008, “Shake, Rattle & Roll” (a locally conceptualized horror walk thru based on a long-running local movie seen), “Junior Kart Trak” and “Triassic Tag” (infrared laser tag game) contributed to the growing interest to revisit the park. The upgrading of the Space Shuttle (boomerang roller coaster) into the Space Shuttle Max with a brand-new train and the

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