Market analysis of KidZania's park

Extract

[...] However, it would be worth it to focus on the ones that present similar experiences. Indeed, it has been noticed that visitors of Disney World, for example, tend to stay in Orlando for several days, sometimes one week or more, and are eager to discover more than just the Disney parks. In some way, the competitor is some help, since it attracts customers to Orlando, which might not have come especially for KidZania otherwise. Advertisement on site is thus the most important to attract customers. [...]

[...] Parents cannot participate on the playground. My Little Town is a children entertainment that gives kids the opportunity to evolve in a miniature city and do different activities. Once more, the basic entrance fee is 10 dollars, but there are many options to have extra services by paying more, get birthday packages, cakes, or anything else. It is interesting to notice that even though there are several places dedicated to children in Orlando, it is more about the "fun" and "birthday activities", while KidZania proposes a unique concept, which is also educational. [...]

[...] Recommendation on the marketing programs to convince the target market (positioning, key messages, channels, and planning) The key message should focus on the learning aspect of the experience, as it is the specificity of KidZania and what's differentiate it from its competitors. It must show that we offer an interactive experience, during which kids have fun and play, while learning at the same time. The target are visitors already in Orlando, as there is no need to advertise for people who are far away. KidZania does not necessarily require bookings months in advance so it would be fine to communicate on site, perhaps even work with other companies to offer packages. [...]

[...] Market analysis of KidZania's park Executive Summary highlighting your recommendation and corresponding reasons. KidZania is an innovative concept which is made for children from 1 to 14 years old and give them the possibility to role play through an interactive city. The company was created in 197 in Mexico and did not stop to grow since. It can now be found in twenty locations and keeps expanding. It is very interesting to notice that KidZania is present in countries that are usually not the first ones targeted, such as Chile or Philippines, while to this day, it is not to be found in the United States or in Canada. [...]

[...] In 2017, there were 5,8 millions of Americans and 37,7 foreign people visiting Orlando's airport. In general, the market is growing and the idea of having several entertainment industries gathered at the same place is attracting customers. The visitors are eager to get new kinds of experiences (for example with the development of escape games worldwide), and the more real it is, the more appreciated it is. The idea of involving children and make it about them is definitely an advantage in Orlando. [...]