個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Wonder la: A Brand in the Service of Fun
內容大綱
The performance of Wonderla, the leader in the amusement park industry in South India, for the year 2011/12 could not be better. It grew at 30 per cent with more than one million customers visiting each of its two parks in Kochi and Bangalore. It also completed the development of a three-star hotel in its Bangalore park. Its growth is creating challenges that it has not faced before. The chief executive officer is concerned with the issue of prioritizing investment among its different businesses as the existing amusement parks are growing and new parks are being planned in two new locations. At the same time, effort is required to create demand for the hotel business. The concern extends beyond investment to examining the option of leveraging the brand Wonderla, which stands for “Fun,” to its hotel, with attendant implications for that business and for the brand and its image.
學習目標
This case is suitable for postgraduate management students and for executive education programs in courses in marketing management, services marketing and brand management. In business schools outside India, it can also be used for a course on marketing strategies for emerging economies. By studying this case and participating in the class discussion of the facts and issues, the student will<ul><li>Understand the concept of brand extension — its relevance, advantages and disadvantages.</li><li>Develop an ability to prioritize investment among different service products and markets. </li><li>Understand issues involved in promotion of a new service.</li><li>Relate the nature of competition to selection of a competitive marketing strategy.</li><li>Select the target market and take a positioning decision. </li><li>Relate the planned service positioning to developing a marketing approach. </li></ul>