Premium+

Merlins Competitive Position - Case Study Example

Comments (0)
Summary
The author of the paper will begin with the statement that Merlin Entertainment is situated in the arts, entertainment and recreation sector whose main competitors represent Disney Parks and Resorts, OCT Parks China, Comcast’s Universal Studios, SeaWorld Entertainment, Six Flags, and Cedar Fall…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.4% of users find it useful

Extract of sample "Merlins Competitive Position"

Download file to see previous pages Liliestol’s research used 87 articles that resulted in the finding that theme parks use strategies that consist of value, niche markets, uniqueness, variety and quality, and innovation. These aspects were considered important in assessing the role of Merlin’s management in terms of improving the company’s competitive position. In conducting competitive research it was found that the only company, outside of Merlin that possesses all of these attributes (value, niche markets, uniqueness, variety and quality, and innovation) is Disney. As the world’s number one in the amusement park category, Disney has an extremely strong portfolio of brands, and most importantly the Disney name that stands as the unifying recognition factor. It only in this last area that Merlin has a slight issue as the company has such a broad range of brands (11) that the average person is not familiar with them. As shall be developed herein, Merlin has and is addressing this through the two policy areas selected that will explain how the company is shoring up this shortcoming as well as utilizing other aspects within these strategies to heighten its competitive position. Merlin’s management has moved the company into the position as the second most visited theme park after Disney by employing competitive strategies consisting of transforming its theme parks into destination resorts and exploiting synergies. The above policies represented the identification of important sector dynamics where management understood the company needed to increase visitor attendance and repeat attendance (transforming its theme parks into destinations resorts) along with leveraging the scale of the company (exploiting synergies). The transformation of Merlin’s theme parks into destination resorts represented it's forming a better understanding of its customer base by conducting research to arrive at the following understandings: Customer generalities - Visitors to theme parks come for the safe rides, a shared experience with family or friends, building memories, interaction with characters, and as a vacation or holiday experience. Whilst the source for this seems dated, it needs to be considered that Merlin management implemented its transformation and synergy strategies policies in 1999. How it improved its competitive position - The company added the emphasis of short-break stays to its customer marketing strategies to build on the aspect of increasing visitor repeat business over one, two and three day periods as opposed to just thinking about the theme park as a holiday destination. Results- Visitors to Merlin’s theme parks have increased from 30 million visitors in 2006 to over 66 million visitors in 2016. Customer understandings - The theme in the company’s 2017 annual report represented “Delivering Memorable Experiences”. How it improved its competitive position - This represented a part of its transformation of visitor frequency into more repeat traffic that has been lead by Legoland. Results - The company’s visitor traffic is presently in excess of two/thirds of its overall visitor numbers due to an increase in the short-break strategy. This represents an important shift to more domestic repeat and frequent visitors and less of a reliance on what is termed as fly-in markets. The company also reported that visit advance booking has increased significantly which represents more repeat visits. ...Download file to see next pagesRead More
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Merlins Competitive Position

Competitive Position of Thorntons

...Competitive Position of Thorntons Analysts can assess the competitive status of an organization, company or an industry by use of the Porter’s five forces model that helps in determining the position and the competitive strength of an organization. The concept of five forces model involves relationship between in-house industry competitors, suppliers, potential competitors, and buyers hence resolve to establish alternative solutions to the problems in need of address (Hill & Jones, 2009: 42). Three of these five forces point out to external forces of competition where else the others refer to internal threats. In case of Thorntons, their...
4 Pages(1000 words)Essay

The Magician's Nephew and Merlin

... & Number: The Magician's Nephew and Merlin (Final Paper – 2 sections) 15 August (estimated word count –1,723) Introduction The genre of fantasy literature has its own vast group of adherents because fantasy is a wonderful world of make-believe where the writers conjure up magical themes, settings and characters. A reader is absorbed totally in a fantasy novel and there are good writers at it. This type of literature appeals to all age levels, depending on the sophistication of the story told. It may be a story that brings moral lessons to young minds or for adult enthusiasts to ponder. Discussion This paper consists of two main sections, the first is a reflection paper on the novel by C. S. Lewis entitled “The Magician's Nephew... ” and the...
5 Pages(1250 words)Essay

The Strategic Position and the Competitive Environment of Kodak

... of Kodak and Apply Power/Interest Matrix to its Stakeholders iv. Conclusion 3. Conclusion and Recommendation 4. Reference and Bibliography Executive Summary This essay attempts to analyse the strategic position of Kodak through different models/tools of strategic management. Four steps analysis are described in the first section to analyse the strategic position of Kodak: Directional Policy Matrix is applied to analyse the competitive environment of Kodak; Different types of resources of Kodak are audited and listed in detail; Two kinds of competences are introduced and to identify Kodak's competences; and stakeholders and their expectations are briefly described and Power/Interest Matrix... the...
9 Pages(2250 words)Essay

Evaluating Vodafone's competitive position

...Vodafone is a competitive force in the mobile technology market. In fact, it is the "largest mobile telecommunications network company in the world." (Wikipedia, May, 2006) Looking through the eyes of Porter's generic strategy framework this paper will discover Vodafone's competitive position in the market today. Topics for discussion will include overall cost leadership and differentiation tied together with focus. Porter's first consideration is Cost Leadership. The goal is to produce the most products for the cheapest price. Cost leadership for Vodafone lies in their consolidation with several mainstream companies as well as their extension into fifty-nine countries worldwide. In...
2 Pages(500 words)Essay

The Magician's Nephew and Merlin

...The Magicians Nephew and Merlin (Compare and Contrast) 10 August (estimated word count – 450) “The Magicians Nephew” by Irish author Clive Staples Lewis (1898-1963) is a work of pure fiction based on a fantasy intended for small children. Its theme is more on the wonders of magic in order to suspend disbelief but which kids certainly find appealing (Lewis 5). Things just happen because of magic and there is no need to explain why events happened as they had. On the other hand, the book “Merlin” by Stephen R. Lawhead (1950- ) is also fantasy but with certain twists based on bits and pieces of history. In other words, it is a story of historical fiction, with actual names and places intertwined with the...
1 Pages(250 words)Essay

Debenhams Plcs Competitive Position in Its Various Markets

...Debenhams Plcs Competitive Position in Its Various Markets Contents 1. Introduction 2 2.0 Chapter 1 Debenhams Plc’s competitive position in its various markets 3 2.1PEST Analysis 3 2.2 Porter’s Five Forces 4 2.3 Porter’s generic Strategy 6 3.0 Chapter 2 Debenhams Plc’s position in relation to cross-cultural issues 7 Long Term Orientation and Specific involvement in UK 7 Low Uncertainty Avoidance Index and Universalism in Eastern Countries 8 Masculinity and Femininity in major markets 8 Low individualism and Communitarianism in Asian subcontinent 9 High power distances and Ascription in China 9 4.0 Chapter 3: Debenhams Plc’s position in...
23 Pages(5750 words)Essay

The Competitive Environment/Position of Siemens AG

...Introduction Multinational enterprises (MNEs) cannot rely on one particular strategy when they are faced with various problems (Hrebiniak, 2006). Olson, Slater and Hult (2005) argued that not only MNEs but small level enterprises need to adjust their strategies in accordance with dynamics of competitive environment. In such context, the study has selected Siemens AG as a case organisation in order to understand its current competitive environment. In the first part, the paper will critically evaluate current competitive position of Siemens AG in context to both business and corporate level challenges. In the second part, the study will select relevant strategic options...
13 Pages(3250 words)Essay

Managerial Applications of Technology(Technology and Strategic/Competitive Position )1

...Managerial Applications of Technology Information systems have many competitive advantages. To ensure competitiveness, any companyhas to ensure its information systems is related to the business goals. There should be an agreed set of priorities that the companies have put in place and improved communication between business units in order to experience success in use of information systems. For instance, Wal-Mart uses its information systems to achieve success. The store guards its information systems from possibly harmful effects of strategic information systems. It is a case where the basis of competition is information systems or where the information system may expose the company’s...
1 Pages(250 words)Assignment

The Strategic Competitive Position Of Ford Motors

...The Strategic Competitive Position Of Ford Motors Strategic & Competitive Analysis of Ford Motors This document delineates a case study of Ford Motors by critically examining its strengths, weaknesses, opportunities and threats and the strategies and its options it has to choose in the face of a highly competitive environment that is marred by global slowdowns and demanding customers. The document also makes observations on its current polices to pursue ambitious goals, for instance - making hybrid cars and solar powered cars a possibility and more affordable in the near future. Finally, the document recommends a course of action that it may adopt to steer clear from...
20 Pages(5000 words)Case Study

Operational and Competitive Position of Apple Inc

...of digital entertainment as well as to gain competitive advantages with its strong strategies of innovation, brand loyalty and unique hardware design. An effective competitive strategy takes offensive or defensive action in order to create a defendable position against the major competitive forces (Porter, 1998a, p. 29). Apple’s strategies were more or less capable of creating strong defense against the major competitive forces in its market. The strategic thinking of Apple’s management has guided the organization to create a focal point for effective decision making that are especially useful in ambiguous and uncertain situations (Walker, 2003, p....
21 Pages(5250 words)Term Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Case Study on topic Merlins Competitive Position for FREE!

Contact Us