Luna Park Business Report Essay

1257 Words Nov 13th, 2014 6 Pages
Table of Contents

1.0 Executive summary

2.0 Situational analysis
2.1 SWOT
2.2 Product life cycle

3.0 Market research
3.1 Primary market research
3.2 Secondary market research

4.0 Market objectives

5.0 Target market
5.1 Primary
5.2 Secondary

6.0 Marketing strategies
6.1 Product
6.2 Price
6.3 Promotion
6.4 Place
6.5 People
6.6 Processes
6.7 Physical evidence

7.0 Recommendations
7.1
7.2
7.3
7.4

8.0 Implementation, monitoring and control

1.0 Executive summary

In this Business Report for Luna Park, the reader would become aware of the strengths and weaknesses of the amusement park, as well as opportunities for the feature and threats to the company.

Luna Park would be considered to be in the maturity phase of a
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This introduction of the ‘corporate day’ has caused the businesses earnings to rise, as it becomes a more popular excursion.

6.0 Marketing strategies

6.1 Product
It is an amusement park and they also have the ability to hold corporate events.

6.2 Price
The Luna Park’s pricing method would be a competition base pricing as they are a price leader, it is most likely price penetration

6.3 Promotion
Luna Park relies heavily on promotion to attract customers. They use advertising, sales promotions, publicity and public relations and relationship marketing

6.4 Place
Luna Park is located at Milsons Point, under the northern end of the Sydney Harbour Bridge

6.5 People
People play a large role in this business as they make what happens, staff are friendly though need retraining, they need to be happy as they sell the fun.

6.6 Processes
Most processes are efficiently run. The food service needs working on and improvement.

6.7 Physical evidence
Luna Park some new rides, refurbishment, others look like there out of the 1950’s, other rides have been closed

7.0 Recommendations

7.1 Food
Luna Park needs to improve greatly on their food service, as the employees are slow when taking orders. The food has already been prepared so when receiving the product, it is no longer fresh but rather plastic likes and soggy.

7.2

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