Confidential For Internal Use Merely Team __ TEAM __ - Marketing Intent (Sample) MKTG 649, Fall 2009 Prepared for: Professor Mahmood Hussain Prepared By: Your Designate Your Designate Your Designate Your Designate Your Designate 1 Confidential For Internal Use Merely Team 8 Executive Summary Six Flags has had powerful achievement aggravate a reckon of years through providing a one-stop nourishment consignment aggregate succeeding a spaceliness pleasing roller coaster rides and an interesting air. In new years, tranquil, Six Flags has been struggling and is now in monstrous scarcity of a boost to aid retrieve its achievement in the Thesis terminate diligence.
We convergenceed our unmomentous elimicommunity on elapsed and public doctrines on Six Flags as courteous-mannered-mannered as the thesis terminate diligence as a healthy. Databases and websites were persomalized in muster this advice. In individualization, we delved into priorly commenceed elimicommunity in-reference-to the thesis terminate diligence and Six Flags. This prefer distinguishn us to supplement accurately how Six Flags arrived at its achievement, and notwithbe to its aggravatecome-for aggravate the elapsed few years. This is advice that could bear been obtained through interviewing Six Flags employees; tranquil, we chose to avail succeeding a spaceliness the educate prolific exquisite of unmomentous elimination.
The biggest upshot Six Flags visages is its immense default of aggravate $2 billion dollars. The robust is on the slope of delaydrawal and has been pulled from the NYSE due to their divides reversion adown the $1 designateation. The robust scarcitys to pay $300 favorite dollars to preferred hoardholders, and delaydrawals the principal to do so. Another key upshot they visage is their thin target negotiate. Six Flags has abated their convergence down to the adolescence, or teen negotiate succeeding a spaceliness near sense establishd on entreating to families. This represents a immense detriment of germinative customers for Six Flags.
Furthermore, there is a aggravatecome-for for astound rides and rollercoaster’s that Six Flags can abide to favor from. In dispose to coalesce twain of these upshots section on, Six Flags must not merely dilate their demographic target, but as-courteous their work gifts. Wealth must be originated as straightway as feasible through developmentd intercourse to the terminates and work modification. The negotiateing objectives we aim to oration, consummate and achieve are to development wealth through modification and pricing methodologies, and to development the target negotiate to grasp families, teens, and childish adults.
Increased usurper lavishing is a senior ingredient of what target negotiates we are opposed to arrive-at. We omission to transmute far from the teen negotiate, which does not lavish abundantly if any currency in the terminate educate harmoniousity. The two new target negotiates Six Flags is going to yield to are families and 21+ childish adults. Six Flags allure segregate itself by providing twain of these origins of nourishment in one precipitation. We omission Six Flags to be a establish attachment no other in the province. In dispose for Six Flags to arrive competitive, we scarcity to vary our instrument of wealth.
That allure be transacted succeeding a spaceliness the importation to two new ventures, Excitement Simulators and Boulevard Six. Six Flags’ public pricing temporization for their onthread daily tickets is proving to be achievementful in provisions of induceing educate usurper furniture. Extended hours for specific equablets can as-courteous at-liberty an extra pretended esteem to 21 and aggravate friends who are allureing to pay a 25 percent development on top of makeal one-day harmoniousity. Nature unbackwardness until 12 midconfusion for such equablets would bestow exclusivity to a smaller pack succeeding a spaceliness near reversion in thread.
Another indication would be to bear constrained liquor and beer appraisementd at a bonus to prefer maximize returns. The foremost sales elevation allure be a year-by-year consonance, finished Fourth of July where all usurpers get in for at-liberty. We allure aggravatesucceed this elevation “FREEdom Day”. Another common elevation allure be aggravatecomeed Fun in the Sun. We forestall an development in Six Flags achievement through the attempt of our Marketing Plan. 2 Confidential For Internal Use Merely Team __ Tcogent of Contents Introduction………………………………………………………………... Elimicommunity Methodology…………………………………………………... 1 Office Analysis SWOT Analysis…………………………………………………….. 2 Emulator Analysis………………………………………………... 3 Customer Analysis…………………………………………………. 4 Union Analysis…………………………………………………. 4 Marketing Problems and Opportunities…………………………………5 Managerial Recommendations Negotiate Convergence Marketing Objectives……………………………………….. 8 Target Market……………………………………………….. 8 Differentiation……………………………………………….. 8 Positioning……………………………………………………9 Marketing Programs Work Strategy……………………………………………. 9 Pricing Strategy……………………………………………. 0 Elevation Strategy……………………………………….. 10 Arrangement Strategy………………………………………. 11 Implementation and Restrain Financial Data……………………………………………………. 11 Financial Projection………………………………………………11 Financial Control…………………………………………………. 12 Conclusion……………………………………………………………….. 12 Appendix…………………………………………………………………. 14 3 Confidential For Internal Use Merely Team __ Importation Six Flags has had powerful achievement aggravate a reckon of years through providing a one-stop nourishment consignment aggregate succeeding a spaceliness pleasing roller coaster rides and an interesting air.
In new years, tranquil, Six Flags has been struggling and is now in monstrous scarcity of a boost to aid retrieve its achievement in the Thesis terminate diligence. The idiosyncrasy terminate diligence proposes a medley of influences to a very ample and opposed negotiate. Succeeding a spaceliness finishedthing from high-flying roller coasters to cartoon and movie part fixed gifts, thesis terminates bear composed a very achievementful negotiate that has been on the loosen for sundry years. However, attachment finishedthing else, companies bear seen their amiable-natured-natured intervals as courteous-mannered-mannered as their bad. It looks as though Six Flags may be on the decthread in an mindarrest negotiate.
Notwithbe developmentd furniture on an annual motive, including the sore decthread of their teen negotiate, the idiosyncrasy terminate diligence has been monstrous powerfully by gruff economic intervals. Six Flags, Inc. specifically has befit the tabulation of this opposed diligence. Despite an increasing furniture reprimand aggravate the years, Six Flags has looked to dig itself into a recess that it cannot look to get out of. Their default-direct has workmancuffed them to the slope of delaydrawal. Their poverty to development furniture to the aim of emendd profitpower and default-reduction has aided fearfulct this union toward germinative aggravatecome-for.
The recognition of an developmentd furniture reprimand in 2008, (up to 25. 3 favorite from 24. 9 in 2007) yet tranquil reporting a net detriment of $207 favorite for the foul-mouthedth topicality of 2008 is very big. 1 This signifies the awful undivided of molestation Six Flags is publicly in as their biggest aim of profitability, furniture, has not been plenty to dig this union out. This indicates that a powerful transmute of monstrousction is in scarcity for Six Flags, Inc. Although the reckons are bad for Six Flags, a negotiateing restrainership may aid carry this perishing union end to career. Elimicommunity Methodology
Due to delaydrawal of instrument and low participant enumerate, we bear sturdy to convergence our elimicommunity on unmomentous elimicommunity merely. Timeliness we do regard it may be profitcogent to supplement advice and intimateions through commencemental elimination, there are sundry instrument profitcogent through unmomentous elimicommunity that allure adapted. As the thesis terminate diligence is ample, a wild undivided of attainment and advice is lucrative. Through eliminationing coming profitcogent advice, we are cogent to supplement twain fearfulct and disclaiming non-interferences and elimicommunity from very concernly origins. Although the utilization and attempt f commencemental elimicommunity is mental and very-very-much lucrative, distinctively for negotiateing restrainerships, its aggravateall implementation is not a primal arreston. The archearchemodel of commencemental elimicommunity exactd to fashion probe negotiateing decisions, distinctively for a undistinguished union attachment Six Flags, would scarcity to be on a abundantly ampler lamina than we are capcogent of workmanling in such a infull end of interval. We convergenceed our unmomentous elimicommunity on elapsed and public doctrines on Six Flags as courteous-mannered-mannered as the thesis terminate diligence as a healthy. Databases and websites were persomalized in muster this advice.
In individualization, we delved into priorly commenceed elimicommunity in-reference-to the thesis terminate diligence and Six Flags. This prefer distinguishn us to supplement accurately how Six Flags arrived at its achievement, and notwithbe to its aggravatecome-for aggravate the elapsed few years. This is advice that could bear been obtained through interviewing Six Flags employees; tranquil, we chose to avail succeeding a spaceliness the educate prolific exquisite of unmomentous elimination. 1 Confidential For Internal Use Merely Team __ Office Analysis SWOT Analysis Strengths Six Flags’ ocean power in the confer-upon avow of the U. S. rule looks to be its “at-liberty reversion” appraisements.
For pattern, finisheperformed who buys a daily ticket onthread for Six Flags Discovery Kingdom (Vallejo, CA) pays the kids’ appraisement of $29. 99. This has monstrousctly developmentd furniture. Contiguous to its charming appraisements is Six Flags’ interdiplomaticly stated mark designate. The designate, concurrently succeeding a spaceliness its publiced dispose of nourishment works and proofs, has built indestructible equity for 48 years. To reconvergence and re-energize its mark, Six Flags CEO Mark Shapiro and his negotiateing and nourishment teams bear worked to fashion the thesis terminate educate nativity-friendly spaceliness tranquil oceantaining its ignature species for record-breaking astound rides. The terminates are cleaner, there is educate wide-fixed nourishment, an enforced command of commence for usurpers, and amend trained employees who can at-liberty educate attribute employment. As a outcome, key amends scores were at or aggravate all interval highs for the union. Six Flags advocates specific motives by employment annual walk-a-thons in the terminate, alliance the buyment to aid cure conclusions cancer. They prefer aid the “green transmutement” by using biodegradcogent interchangeefficient offal bags throughout the union’s 20 precipitations in the United States, Mexico, and Canada.
Location is another power of Six Flags. The thesis terminate is located in senior metropolitan areas making it a credible, opportune despatch far from abode. Weaknesses Although Six Flags is now professioning an development in usurper furniture due to proclaimments professioncasing low ticket appraisements and an developmentd esteem gift, its reckon one faintness looks to be leveraging their vast default fearfulct of aggravate $2 billion dollars. It must as-courteous pay $300 favorite dollars to preferred hoardholders in which it has no way of paying.
The figment of new astound rides can absorb up to $20 favorite dollars each spaceliness consumer lavishing offscourings low. This default allure abide to burke Six Flags’ development and may fearfulct them to polish for Article 11 delaydrawal. Past harmoniousity is up, the threads for each senior influence allure as-courteous development. This may fashion petulant friends uncertainty in the hot summer sun to go elsewhere for nourishment. Another faintness is the grasp reprimand of teenagers and childish adults has abided to nearen owing they title “there’s button new for us. Disappointingly, a senior faintness that the thesis terminate is as-courteous opposed to restrain is its calamitous frolic accidents. In June 2008, a 17-year-old was decapitated by the Batman roller coaster when he laminad two six-foundation fences and entered a odious area at Six Flags Aggravate Georgia. The year precedently, a girl’s feet were cut off when a at-libertyfall astound ride malfunctioned at the Six Flags Kentucky Kingdom. A ccogent had snapped and didivulge about the 16-year-old’s feet, severing them at her ankles. Opportunities Six Flags is poor in opportunities as they bear no consummate on workman and an aggravatewhelming default fearfulct.
However, to induce end the decreasing grasp reprimand of its childish adult negotiate which as a outsucceed can leverage the default, may-be Six Flags can unbackwardness a 21 and aggravate confusionclub. The club can bear opposed elaboreprimand thesiss each confusion, such as a “Batman” or “Terminator” interest. A sports bar and restaurant can induce a new demographic of sports fanatics. Usurper appearances by sports icons in these restaurants can as-courteous despatch intercourse through the terminate. Ride simulators in malls, introducing new and upcoming astound rides, may as-courteous enlighten prospects to try the “real thing” at a 2 Confidential For Internal Use Only
Team 8 thesis terminate. Six Flags can as-courteous try to dispose-of some of its locate that it owns surrounding its terminates to aid nearen their default. It can equefficient stop educate equablets ranging from specific motives to nourishment and amplify its effectional hours to the 21 and aggravate pack so as to development ticket sales. Alliance educate strategic alliances interdiplomaticly such as Dubai Employment to establish a Six Flags in Dubailocate can as-courteous verify to be lucrative. Most momentously, Six Flags scarcitys to get to the radicle of the substance and succeed up succeeding a spaceliness a restructuring consonance that allure gratify twain its hoardholders and the union.
Filing for article 11 delaydrawal may inadvertently abate furniture as usurpers may observe that effections, including insurance on rides and the cleanliness of the antecedent could be monstrous (although Six Flags confirms that these allure not be monstrous if they do polish). Thus, delaydrawal could desolation Six Flags’ shadow and designate educate of their opportunities to dilate. Threats Threats oceanly grasp other senior thesis terminate emulators such as Disneylocate and Universal Studios and distant race succeeding a spaceliness educate cedecogent fun activities such as miniature golfing or watching a movie.
Other threats grasp the public swine flu that has divulge speedily throughout distinct avows in the U. S. from its commencement in Mexico. Some families may reflect twice precedently going to a thesis terminate succeeding a spaceliness hundreds or thousands of other community in which any may be tainted succeeding a spaceliness the baleful bane. Severe region conditions can equefficient temporarily terminate down the terminate. In 2005, it was inevitefficient for Six Flags New Orleans to terminate down in making-ready for Hurricane Katrina. Katrina’s ponderous winds and floods left an estimated $32. 5 favorite estimate of damages. The terminate has past been terminated. Emulator Analysis
The senior emulator of Six Flags Inc. is the Walt Disney Company. In comparison, the Disney Union convergencees on induceing usurpers from counter the earth to investigate its terminates spaceliness Six Flags targets its topical demographic and does not inquire to propretension interdiplomaticly. Although Disneylocate proposes the cabalistic proof that families bear confirmed up to distinguish and attachment through its flagship parts and movies, Six Flags is inquireing to be the opinion getfar in a downward rule. Foremost off, Six Flags is equitefficient a despatch far for those who subsist in terminate radius to metropolitan areas.
At Six Flags Discovery Kingdom (Vallejo, CA), as mentioned antecedent, finisheperformed can pay the onthread daily kid’s appraisement of $29. 99. Disneylocate and Disney Earth oceanly exact a healthy holiday parcel, including airplane flights and a public-house arrive. To investigate Disneyland’s whole thesis terminate in one day, a friend allure bear to shell out as abundantly as $94 per day. In 2008, Six Flags equefficient reputed a 5 percent development in wealth succeeding a spaceliness subdued absorbs from the prior year spaceliness Disneylocate newly reputed an 8. 2 percent fall in wealth and developmentd absorbs for this year’s foremost topicality.
Universal Studios movie-thesis terminate, distinguishn for simulating their top reprimandd movies into rides and other proofs, is another emulator that as-courteous exacts a holiday parcel. Its public harmoniousity is $67. 99 a day. Last year, the terminate lowerwent furniture downturns due to interpretation and usurpers employment off on holidays until the new rides were aggregate. However, equefficient in a troubling rule families are allureing to pay a bonus to investigate such terminates as Disneylocate and Universal Studios to go to a establish “where dreams succeed true” and to get the farthest Hollywood proof as seen through television and movies respectively.
These are reputed to be educate cedecogent when comparing it to a nativity offend to Europe or Asia. Six Flags’ other race grasps the proof of shopping at a mall, going out to the movies, or equefficient arriveing abode and obtaining astounds through Sony Playstation or Nintendo’s Wii. Consumers arrive-at attachment “getting far” unintermittently in a spaceliness and if they are odious to a budget, they may regard the commoner activity that they can quote educate than unintermittently during terminater ends of interval. 3 Confidential For Internal Use Merely Team 8 Customer Analysis Approximately 25 favorite usurpers notice Six Flags annually.
The terminate entreats to a wide demographic in which seventy-five percent of its customers subsist succeeding a spacelinessin 100 miles. Its ocean customer convergence is its nativity ace. Most of its terminates are poor to nature unbackwardness during the emerge and summer conjunctures and merely on weekends during off-seasons (due to region factors). In this illustration, generating wealth from the nativity ace is discriminating spaceliness tranquil opposed to hold its kernel reception of teens and childish adults who are drawn to farthest rides. Thus, Six Flags is providing a publicedr work gift to development its aggravateall usurper furniture.
It is as-courteous remaking its shadow into a healthysome, highly-branded, nativity-friendly establish harmonious to that of Disney. There are educate rides and influences not merely for a childish demographic, but as-courteous for families. Six Flags has as-courteous attached these customers educate to do and lavish currency on by carrying in marks such as Johnny Rockets, Papa John’s, Cold Stone Creamery, and Kodak. The terminate’s furniture has fragmentarily discardd in new years but established to pluck up acompel in 2008 and is professioning powerful word this emerge conjuncture. For pattern, Six Flags Discovery Kingdom had its amplest furniture past 2003 during their two-week emerge demolish end.
The nativity ace is appraisement sensitive; hence succeeding a spaceliness daily ticket appraisements nature fairly low concurrently succeeding a spaceliness public low gas appraisements, Six Flags looks attachment an cedecogent offend. The union is suspended 55 percent of its aggregate wealths to succeed during the months of July and August. Educate families and preferefficient disposcogent insucceed families are expected to concede to these wealths. Also, seventy-five percent of Six Flags consumers title that their commencemental deduce for noticeing the terminate is to lavish interval succeeding a spaceliness friends and nativity. Union Analysis Six Flags, Inc. is the amplest regional thesis terminate union in the earth providing a unreservedly-notorious mark succeeding a spaceliness regional convergence.
The robust has 20 terminates aggregate, 18 of which are in the United States, succeeding a spaceliness the other 2 located in Mexico and Canada. The nourishment consignments in the U. S. comploosen thesis, infiltrate and zoological terminates succeeding a spaceliness aggravate 900 rides, including 130 rollercoaster’s. Six Flags, Inc. is sectioned by CEO Mark Shapiro and is a publicly-traded strengthening sectionquartered in New York City. The foremost Six Flags thesis terminate, Six Flags Aggravate Texas, was unreserveded in 1961 by Angus Wynn. The terminates designate came from the six thesisd sections, patterned succeeding the culture of the six enumerateries whose flags flew aggravate Texas during the avow's colorful narrative. Today’s terminates propose a aggregate one-stop parti-colored nourishment consignment for all ages. 3 Astound rides, restaurants, amusements, thesisd areas, conclusion’s areas, parades, associations, professions and abundantly educate are profitcogent for the customers’ force. Affair Pattern Six Flags operates as a conjunctureal affair - aggravate 85% of terminate furniture and wealths are originated natant the excite and third topicalitys of the enlist year. 4 Its affair pattern is embraced largely of making currency through ticket sales, in-terminate restation and commodities sales, and sponsorship wealth. 5 4 Confidential
Ticket Pricing For Internal Use Merely Team 8 Ticket pricing conceals a wide ramble, succeeding a spaceliness tickets profitcogent for a unmarried day terminate investigate to conjuncture ignoringes. There are 3 archetypes of tickets lucrative: • • • Unmarried day 1 terminate (public and conclusion harmoniousity) Unmarried day 2 terminate ignoring (public and conclusion harmoniousity) Conjuncture Ignoring Unmarried day 2 terminate ignoringes are for precipitations that bear twain a Six Flags thesis terminate and infiltrate terminate located contiguous to each other. Content melody that some thesis terminates bear a infiltrate terminate internally of them, but do not exact a 2 terminate ignoring. Public harmoniousity appraisements ramble from $29. 9 - $69. 99. Conclusion harmoniousity appraisements ramble from $20. 99 - $29. 99. These rambles caggravate Unmarried Day 1 and 2 terminate ignoringes for thesis, infiltrate, and voluptuous terminates. Conjuncture Ignoring appraisements ramble from $39. 99 - $125. Conjuncture Passes may be escheatmentd for unmarried terminate harmoniousity or dual terminate harmoniousity. Conjuncture Passes grasp: • • • • • Unpoor investigates At-liberty tickets for usurpers Aggravate $300 in terminate savings Mode to Loosen and Scream coming unreservedings and not-public Conjuncture Passholder Day Accepted at 15 Six Flags precipitations including La Ronde, Montreal Conjuncture ignoringes are Six Flags kernel esteem gift.
Passes absorb brief educate than a day’s makeal harmoniousity ticket appraisement, and contribute Six Flags usurpers succeeding a spaceliness pretended favors and savings. Six Flags as-courteous proposes a bonus ignoring – the FLASH Ignoring – that serves as a ride rescue intent. A poor reckon of FLASH Passes are profitcogent each day of effection and are efficient the day of escheatment merely. There are 2 tiers for the FLASH Pass, Formal and Gold, succeeding a spaceliness opposed conditions for each. Formal FLASH Ignoring • Avoid threads by making a rescue • Endure as covet as finisheperformed else is uncertainty, but not in thread • Prices: $27. 9 for 1 individual to $117. 99 for 6 community Gold FLASH Ignoring • Approve abatemented endure interval of up to 75% • Prices: $37. 99 for 1 individual to $177. 99 for 6 community In-terminate Commodities and Foundation Six Flags has ununmistakpowerful licensing and union consonances succeeding a spaceliness other robusts. Six Flags has held a licensing consonance succeeding a spaceliness DC Comics and Warner Bros. Consumer Products enabling Six Flags to persomalize the hues to the cartoon parts. Six Flags has used the licensing consonance to compose part programs including coalesce and greets, meals, photograph and autograph opportunities. 6 5 Confidential
For Internal Use Merely Team 8 Six Flags has prefer persomalized the parts’ attachmentness for commodities sales including toys, memento items, caparison, and educate. In individualization, cartoon thesisd rides bear been constrained succeeding twain DC Comic and Warner Bros parts. Six Flags employs in-terminate and out-terminate alliances succeeding a spaceliness restaurants and restation manufacturers. Elapsed and public out-of-terminate alliances bear graspd elevations succeeding a spaceliness Coca Cola, Kraft’s Lunchables work thread, and Papa Johns Pizza. 7 In-terminate alliances bear graspd the implementation of restaurant manacles succeeding a spacelinessin Six Flags terminates.
Johnny Rockets, Papa Johns Pizza, and Cold Stone Creamery can be rest succeeding a spacelinessin the terminates, and Tyson chicken has befit the professional chicken supplier to all terminates. 8 Subjoined Partnerships Other elevational alliances bear been implemented as courteous-mannered. One such pattern is the sale and availpower of Kodak works in Six Flags paks. Moreover, Six Flags and Nintendo bear collaborated by gift at-liberty Wii amusement enacts to the Six Flags usurpers be in-line, thus alloting them the ease to illustration the Nintendo DS amusements.
Six Flags as-courteous excites its mark through American Express, Chase, Blue Green, Panda Express, and The United States Army. 9 American Express and Six Flags bear a elevational gift for terminate usurpers in the make of a VIP turns. Patrons may body their Six Flags VIP Turn Presented by American Express for participating thesis terminates. Content melody that the VIP Turn is for thesis terminates merely and does not grasp infiltrate slides and other infiltrateterminate influences. Tours are attached to bunchs or families by an proofd turn superintend and can be customized.
Tours are appraisementd at $299 and grasp: • • • • • • • • • • Not-public superintendd turn for your nativity or bunch Front-of-the-thread ride privileges Preferred terminateing Thesis terminate harmoniousity Backwardness profession seating Not-public autograph assemblage succeeding a spaceliness excellent LOONEY TUNES or The Justice League parts Lunch and dinner succeeding a spaceliness tailwardness seating at restaurants Unpoor snacks Memento ride or part photo Expedited mode to most rides in the terminate American Express cardholders compel an individualizational propose by receiving 20% off each VIP turn bodyed when they pay succeeding a spaceliness any American Express card. Six Flag Parks
California Six Flags Magic Mountain, Los Angeles – thesis terminate Six Flags Hurrican Harbor, Los Angeles – infiltrate terminate Six Flags Discovery Kingdom, Vallejo – thesis and voluptuous terminate 6 Confidential For Internal Use Merely Team 8 Georgia Six Flags Aggravate Georgia, Atlanta – thesis terminate Six Flags White Water, Atlanta – infiltrate terminate Illinois Six Flags Powerful America and Hurricane Harbor, Chicago – thesis and infiltrate terminate Kentucky Six Flags Kentucky Kingdom, Lousiville – thesis and infiltrate terminate Marylocate Six Flags America, Baltimore/Washington DC – thesis and infiltrate terminate Massachusetts Six Flags New England, Springfield – thesis and infiltrate terminate Missouri Six Flags St.
Louis – thesis and infiltrate terminate New Jersey Six Flags Powerful Adventure, Jackson – thesis terminate Six Flags Hurrican Harbor, Jackson – infiltrate terminate Six Flags Wild Safari, Jackson – voluptuous terminate New York The Powerful Escape and Splashinfiltrate Kingdom, Lake George – thesis and infiltrate terminate Six Flags Powerful Escape Linger and Indoor
Waterpark, Lake George – linger and infiltrate terminate Texas Six Flags Aggravate Texas, Arlington – thesis terminate Six Flags Fiesta Texas, San Antonio – thesis and infiltrate terminate Canada La Ronde, Montreal – thesis terminate Mexico Six Flags Mexico, Mexico City – thesis terminate Six Flags allure be unreserveding a third intergenerally-notorious precipitation in the United Arab Emirates, Dubailand, which allure unbackwardness its doors to customers in 2011. Marketing Problems and Opportunities The biggest upshot Six Flags visages is its immense default of aggravate $2 billion dollars. The robust is on the slope of delaydrawal and has been pulled from the NYSE due to their divides reversion adown the $1 designateation.
The robust scarcitys to pay $300 favorite dollars to preferred hoardholders, and delaydrawals the principal to do so. Another key upshot they visage is their thin target negotiate. Six Flags has abated their convergence down to the adolescence, or teen negotiate succeeding a spaceliness near sense establishd on entreating to families. This represents a immense detriment of germinative customers for Six Flags. Furthermore, there is a aggravatecome-for for astound rides and rollercoaster’s that Six Flags can abide to favor from. In dispose to coalesce twain of 7 Confidential For Internal Use Merely Team 8 these upshots section on, Six Flags must not merely dilate their demographic target, but as-courteous their work gifts.
Revenue must be originated as straightway as feasible through developmentd intercourse to the terminates and work modification. Managerial Recommendations Negotiate Convergence Marketing Objectives The negotiateing objectives we aim to oration, consummate and achieve are to development wealth through modification and pricing methodologies, and to development the target negotiate to grasp families, teens, and childish adults. We inquire to compose elevational proposes that concern appraisement and new work gifts, and to re-posture Six Flags thesis terminates as an nourishment consignment that entreats to all ages, and educate momentously families.
Value message is very-very-much momentous in the public economic office we are experiencing. Six Flags is a one-stop nourishment consignment that proposes very low harmoniousity appraisements concurrently succeeding a spaceliness dull influences and activities. It is a terminate that appraisement-sensitive consumers can approve and cede. Six Flags scarcitys to development its wealth to befit viable. These individualizational wealth vulgars are to grasp modification and elevations. The amplest purpose to compose educate wealth is the figment of Boulevard Six.
It allure compose the ease to bear in criticism vulgar all year covet, rather than equitefficient the summer months. It allure bear a opposed assemblage of restation and nourishment to content the target negotiates of families and childish adults. This allure grasp courteous-mannered-mannered distinguishn restaurants and nourishment companies, as courteous-mannered-mannered as new and wandering ventures. Contiguous would be the importation of Excitement Simulator rides located in malls about the community. These would carry in individualizational wealth as courteous-mannered-mannered as carry awareness of Six Flags. At these precipitations, the rides would be of the most approved influences from counter all the Six Flags.
Promotions could as-courteous development intercourse to the terminates and development the wealth during these intervals. Boulevard Bash is a Saturday confusion equablet for those 21 years and older succeeding a spaceliness subsist nourishment. Six Dollar Sundays would development usurpers to the terminates and would carry in educate quote customers. Too Hot to Resist Days would allure community to succeed to terminates on days when it is affectionate out. They could participate in the infiltrate rides to arrive irresolute during these intervals. And “Free”dom Day would development intercourse to the terminate, tranquil there would be wealth from ticket sales there would be from terminateing, restation, and Boulevard Six.
Target Negotiate Increased usurper lavishing is a senior ingredient of what target negotiates we are opposed to arrive-at. We omission to transmute far from the teen negotiate, which does not lavish abundantly if any currency in the terminate educate harmoniousity. The two new target negotiates Six Flags is going to yield to are families and 21+ childish adults. Six Flags public target negotiate is "mass-negotiate blue-collar, succeeding a spaceliness medium insucceed $50,000 per year, and probably disunite natant teens and childish adults on the one workman, and families on the 8 Confidential For Internal Use Merely Team 8 ther. "10 These families are not the archearchemodel that are/were portico intergenerally-notorious nativity holidays. These families are “trading from a three-day, foul-mouthed-figure offend to Disney to a one-day, three-figure offend to Six Flags. ”11 A offend to Six Flags is not common, but it is commoner than. “A customary Six Flags usurper in 2007 elapsed $36 for the day, including terminateing, the appraisement of a ticket, and meals. So, the union says, a day at Six Flags for a nativity of foul-mouthed absorbs near than $175. ”12 Childish adults are another target negotiate Six Flags is looking into.
They are a section that had educate disposcogent insucceed than teens do, feasible equefficient educate than families. “Young adults in the U. S. lavish 52% of their currency on dress, 22% on restation, and 13% on silence. ”13 Succeeding a spaceliness the individualization of Boulevard Six, there is the ease to carry in educate of the childish adults, who would normally go to the topical mall. Differentiation Six Flags has a lot going for it equitefficient now and succeeding a spaceliness our negotiateing temporization, it may bear the power to segregate itself from all the emulators. We aim to convergence our opposediation fixed on the phraseology of nourishment it proposes.
Six Flags allure be a establish community can go to bear a day of fluctuation attachment no other thesis terminate can propose. Extraneously having to lavish lots of currency, community can bear a powerful bargain of fun during the day at an interesting thesis terminate, and at confusion can cruise the Boulevard (Discussed adown). There are plainly sundry establishs where one can go and approve a day at a thesis terminate, tranquil, they may bear to rustication a powerful interval if they covet-for to cap off the day succeeding a spaceliness a confusion on the town. Six Flags allure segregate itself by providing twain of these origins of nourishment in one precipitation.
Positioning We omission Six Flags to be a establish attachment no other in the province. In dispose to do this, we inquire to posture Six Flags in two ways. Due to the opposed gifts from Six Flags we don’t omission to posture ourselves in equitefficient one way. First, we aim to posture ourselves as secured, nativity-friendly, lowabsorb make of nourishment. This posture allure be targeted to families and childisher usurpers. We allure propretension through day-interval television and kid’s programming. Second, we allure posture ourselves as irresolute, fun, assiduous and childish-hearted.
This posture allure be targeted to teens and childisher adults (aggravate 21) who would be spirited in the Confusion of Fun as vivid adown. We allure prospect to persomalize opposed archetypes of political instrument to target this demographic and purpose this archearchemodel of postureing for Six Flags. Marketing Programs Work Temporization Six Flags has been providing their usurpers works through their ocean utensil, thesis terminates, during their entity. In dispose for Six Flags to arrive competitive, we scarcity to vary our instrument of wealth. That allure be transacted succeeding a spaceliness the importation to two new ventures, Excitement Simulators and Boulevard Six.
The excitement simulators allure be nice throughout all senior metropolitan malls that allure be in terminate vicinity to a Six Flags terminate. Malls are a exquisite precipitation as they allot us to arrive-at the wide demographics we target – families, teens, and childish adults. The rides allure bear a excellention of approved rides from Six Flags 19 terminates. Succeeding the ride is aggravate, it allure “spit out” a 50% off harmoniousity coupon amiable-natured-natured for any Six Flags terminate, and must be rereputed succeeding a spacelinessin one month. This tactic is expected to despatch sales up dramatically. 9 Confidential For Internal Use Only
Team 8 Boulevard Six allure be an outdoor shopping bounds located after a periodlinessout of Six Flags ampler terminates. Its delineation is to aid yield wealth all year covet, equefficient spaceliness the terminates are terminated for the conjuncture. Boulevard Six allure bear a mix of restation, shopping and nourishment for all ages. Restaurants allure grasp California Pizza Kitchen, P. F. Changs, Johnny Rockets and educate. Shopping allure grasp Fossil, Gap, Abercrombie and educate. Nourishment allure succeed from the Comcast Sports Bar, confusionclubs, subsist association stages, Lucky Strike Bowling and movie theaters.
Boulevard Six allure as-courteous be the precipitation of Boulevard Bash. Pricing Temporization Six Flags’ public pricing temporization for their onthread daily tickets is proving to be achievementful in provisions of induceing educate usurper furniture. A powerful pattern is Six Flags Discovery Kingdom (Vallejo, CA). As a appraisement load, the thesis terminate can as-courteous propose onthread daily tickets succeeding a spaceliness one-day abatemented terminateing at 20 percent to prefer educate furniture. For its Discovery Kingdom terminate, usurpers allure pay $29. 99 plus $12 for one-day terminateing aggregateing $41. 99.
If compensated partially, terminateing would absorb $15. For its conjuncture ignoring stopers, Six Flags can concede an effortarrest 10 percent on all meals and commodities simply by confer-uponing their conjuncture ignoringes at aim-of-sale. Vouchers and coupons do not scarcity to be rereputed for the end of customers’ ease. In individualization to perks such as at-liberty tickets for your friends on excellent days, and at-liberty specific equablets, conjuncture ignoring stopers who are 21 and aggravate allure as-courteous pay a abatemented appraisement of $15 to get into Six Flags’ unvulgar confusionclub in Boulevard Six (mentioned lower "Promotion").
Season terminateing ignoringes as-courteous escheatmentd onthread can be subdued by 20 percent and loadd succeeding a spaceliness their alienate conjuncture ignoringes to development the cedepower and ease of investigateing Six Flags respectively. The V. I. P. turn exacts a 4-individual reserve and can absorb up to $299 per individual. This may look attachment an reckarrest and an uninevitefficient non-interference. However, American Express cardholders succeeding a spaceliness educate discretionary insucceed can approve this non-interference at a 20 percent abatement. To entreat towards educate appraisement-sensitive families who tranquil omission to get the farthest V.
I. P. proof, onthread specifics should grasp a 20 percent disenumereprimand on excellent days regardnear of what faith card is nature used. Extended hours for specific equablets can as-courteous at-liberty an extra pretended esteem to 21 and aggravate friends who are allureing to pay a 25 percent development on top of makeal one-day harmoniousity. Nature unbackwardness until 12 midconfusion for such equablets would bestow exclusivity to a smaller pack succeeding a spaceliness near reversion in thread. Another indication would be to bear constrained liquor and beer appraisementd at a bonus to prefer maximize returns.
Ride simulators (mentioned in opportunities lower "SWOT analysis") allure absorb the consumer $9 for a foul-mouthed-tiny edge-of-your-seat excursion! (These allure be located in all senior metropolitan malls that allure be in terminate vicinity to a Six Flags terminate. ) Succeeding the ride is aggravate, it allure “spit out” a 50% off harmoniousity coupon amiable-natured-natured for any Six Flags terminate, and must be rereputed succeeding a spacelinessin one month. This tactic is expected to despatch sales up dramatically. Elevation In dispose for our negotiateing efforts to be achievementful, we scarcity to induce customers to the priorly discussed new terminate and activities.
This is where the use of elevations allure succeed into enact. Succeeding a spaceliness interesting new influences proposeed by Six Flags, we allure scarcity to buy educate community through ununmistakpowerful archearchemodel of elevations. We intimate by starting succeeding a spaceliness sales elevations. The foremost sales elevation allure be a year-by-year consonance, finished Fourth of July where all usurpers get in for at-liberty. We allure aggravatesucceed this elevation “FREEdom Day”. By incorporating the Independence Day 10 Confidential For Internal Use Merely Team 8 thesis, finished Six Flags terminate allure be the most approvecogent establish to be on the Fourth of July.
This allure be a day where families can succeed to proof the rides and influences, all thesisd conformably, and can end the day succeeding a spaceliness a 45 tiny covet firework disenact coordinated to a solemn of approved public silence hits. We omission this elevation to aid Six Flags befit the fearfulcting establish to be during the Fourth of July. Due to geniuss constraints in each of the terminates, furniture allure be poor to the ultimatum geniuss the terminate can workmanle. We allure let educate community in as other liberty, and spaceliness finisheperformed endures, we allure bear activities and nourishment out in the uncertainty area.
Even though the usurpers are not in the terminate yet, they should tranquil be cogent to bear an approvecogent interval spaceliness they endure. Past one of our ocean goals is to imverify faithfulness natant our usurpers, we as-courteous omission to bear elevations on a educate common smooth. One of these common elevations allure be Six Dollar Sundays. We allure propose harmoniousity to all Six-Flags for merely $6 finished Sunday. Another common elevation allure be aggravatecomeed Fun in the Sun. Anyinterval the sphere hits aggravate a unmistakpowerful sphere (depending on the precipitation of the terminate) harmoniousity allure be half-price.
This allure aid allure the community that are unwilling to succeed to the terminate if it is too hot after a periodlinessout. This contiguous elevation allure concede at-liberty harmoniousity to community on their Birthday. We allure aggravatesucceed this our Birthday Club and excite binder memorials of finished individual’s Birthday so finished year we can grant them reminders to allure them to succeed end. Our definite elevation allure be aggravatecomeed Boulevard Bash. This allure be for the 21 and older pack and allure be appraisementd at $25 per individual. We allure obstruct off our Boulevard Six (vivid adown) and advance merely community of age.
We allure contribute alcohol and carry in silenceal genius to permake finished Saturday confusion. Arrangement The ocean utensil of arrangement allure abide to be Six Flags terminates. The seniority of our negotiateing intent is convergenceed about elevational and pricing methodologies, succeeding a spaceliness the promos portico establish in Six Flags. Through the appraisement promos we consummate, we forestall an development in sales of in-terminate commodities as consumers allure bear educate disposcogent insucceed due to their savings on terminate harmoniousity. There allure be one other utensil of arrangement, tranquil, for the astound Excitement Ride simulators.
The ride simulators allure be nice throughout all senior metropolitan malls that allure be in terminate vicinity to a Six Flags terminate. Malls are a exquisite precipitation as they allot us to arrive-at the wide demographics we target – families, teens, and childish adults. Implementation and Restrain Financial Data Six Flags is in financial pain, which authority fearfulct Six Flags to polish article-elequefficient for delaydrawal. Furthermore, in October of 2008, the New York Hoard Extransmute penalized Six Flags past its hoardholder equity had prone adown $75-million, and the hoard appraisement had prone adown one-dollar violating the New York Hoard Extransmute standards. 4 If Six Flags does not development its hoard appraisement 11 Confidential For Internal Use Merely Team 8 and negotiate principalization, it surrenders nature removed from the NYSE. 15 Six Flags allure not be cogent to abide gratuitous succeeding a spacelinessout judgment a intent to restructure the default. Six Flags lost $113 favorite in 2008, which is compared to $253 favorite in 2007. However, the most new forth topicality its reputed detriment is $201 favorite, which is compared to 2007 forth topicality $127 favorite. 16 The purposeions for Six Flags are of. First, by August 15th of 2009, Six Flags must pay $287. favorite in Preferred Insucceed Equity Redeemcogent Shares to the divideholders. However, if Six Flags failed, the undivided would arrive-at in advance of $318 favorite. 17 Second, the financial office is very hazardous prefer complicating Six Flags power to abide gratuitous. Due to senior banks nature in financial molestation, there is no mode to courteous principal instrument and lending procedures are educate obligatory. In dispose to obtain principal, our bunch is suspended the possibility of Busch Nourishment Corporation, a competing thesis terminate operator in the United States, to realize Six Flags.
Busch Nourishment Strengthening is a assistant of Anheuser- Busch. Busch Nourishment Strengthening operates nine-thesis terminates counter the community including the Sea Earth and Busch Garden Parks. The union’s financial achievement has been generating wealth of $1. 3 Billion and a fearfulct earned insucceed on the wealth. 18 Therefore, by arrive-ating such a bargain, Six Flags can bear mode to principal to coalesce the financial obligations and payoff the faithors. On the other workman, it allure vary its surrender portfolio, and the advantages to divide effects of twain Six Flags and Busch Nourishment Corporation.
Financial Projection Financial Restrain Six Flags CEO has been proactive in restructuring the Six Flags itself, and not merely the default. For pattern, by making some senior transmutes, Six Flags can outlast these discriminating economic mode. Therefore, CEO Mark Shapiro has used his not-public equity robust, Red Zone Capital, for purchasing the restaurant manacle Johnny Rockets in dispose to integreprimand the manacle into all terminates. In individualization, Red Zone Principal bought Dick Clark Productions, television abode of the Golden Globe Awards, and the Academy of Province Silence Awards.
This was transacted succeeding a spaceliness the delineation of featuring star and silence equablets in the terminates to genereprimand wealth and inflame and development foundation intercourse. 19 Financial restrain aggravate the Six Flags office is tranquil efficient, by twain restructuring the default, and the thesis terminates. In individualization, to germinative of compeling mode to some financial instrument from a feasible merger or concord succeeding a spaceliness the Busch Nourishment Strengthening is efficient as the robusts bear harmonious wealth patterns and Busch has proofd educate achievementful financial achievement than Six Flags. Conclusion
Six Flags financial office is very-very-much monstrous and the robust is publicly floundering to arrive abroad. We regard that succeeding a spaceliness our Marketing Plan, we may encogent them to powerfully development foundation intercourse and sales wealth. The pricing elevations allure carry community to the terminate and motive them to lavish the currency they secure on ticket sales, on in-terminate restation or commodities. The elevations for childish adults featuring 21+ confusions allure contribute a powerful origin of insucceed through restation and alcoholic beverage sales. The Boulevard allure prefer compose a parti-colored origin of wealth.
The re-positioning of Six Flags as a fun, low-absorb nourishment consignment for the nativity allure prefer development their target negotiate and tell esteem to appraisement-sensitive consumers. Six Flags is an approvecogent thesis terminate where all of your nativity lively scarcitys may be met. We forestall an development in Six Flags achievement through the attempt of our Marketing Plan. 12 Confidential For Internal Use Merely Team 8 McCann, Kyle. "Rough Year Recorded at Six Flags. " ABC2News. com. 12 March 2009. 7 May 2009 . 2 "Six Flags - Investor Relations. " Six Flags. 10 May 2009