SWOT Analysis: ➢ Strengths: ○ Direct Interaction with Marine Wildlife: One of Sea World’s greatest strengths is that it allows direct interaction with marine wildlife. Many of the activities offered at Sea World fall under this category, such as the Affinity Dolphin Presentation and the Adventure tours. These serve to provide visitors with unique experiences that most other theme parks cannot provide. ○ Adjoining Resort: Sea World sets itself apart from its local competition by being the only theme park in Australia to also operate an adjoining resort. This is a major selling point for travelling families who are aiming to stay in Gold Coast for an extended period of time and also provides the theme park with a secondary source of income. ➢ Weaknesses: ○ Limited Target Market: Many of Sea World’s attractions are aimed at attracting children, as shown by the heavy concentration of mascot …show more content…
The theme park only has a total of 15 rides, including 3 roller coasters and 3 water rides. By comparison, Ocean Park has a total of 44 rides and Six Flags Discovery Kingdom offers 38 rides. ➢ Opportunities: ○ Internet Expansion: The expansion of the internet has allowed Sea World to streamline its operations while minimizing additional costs. For example, the recent decision to make use of The Channel Manager for handling online distribution and room inventory of its adjoined resort has allowed it to increase revenue by 36% as well as allocate more manpower to other key tasks. ○ Experienced Owners: Village Roadshow, the current company in charge of operations at Sea World, has a great amount of experience in running theme parks in the local area such as Warner Bros. Movie World and Wet'n'Wild Gold Coast. This means that Sea World is in capable hands when it comes to sustaining its business. ➢ Threats: ○ Safety