Ocean World Water Park: destination marketing challenge

Punyaslok Dhall (Associate Professor, KIIT School of Management, KIIT University, Bhubaneswar, India)
Jaydeep Mukherjee (Associate Professor, Management Development Institute, Gurgaon, India)
Kalyan K. Guin (Professor and Associate Dean, VGSOM, Indian Institute of Technology, Kharagpur, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 28 June 2013

Abstract

Title

Ocean World Water Park: destination marketing challenge.

Subject area

Marketing.

Study level/applicability

The case should ideally be discussed in an advanced second year MBA course or towards the end of a first year course where the students are already exposed to the basics of marketing. The case works well in courses on destination marketing, strategic marketing, campaign management, entrepreneurship. It also works well with executives, the case discussion affording the instructor an opportunity to illuminate the complexity of designing and implementing marketing strategy.

Case overview

Two young MBAs, each with a marketing specialization working in a bank, left their jobs and started their own company by buying a rubber plantation business from another businessman. The businessman was one of the co-owners of the “Ocean World Water Park” theme park (amusement park) close to Bhubaneswar-Cuttack twin city. The amusement park had good potential as it was located in an area with exponential growth of young executives having high disposable incomes. But the business performed poorly because of management ineffectiveness. The case explores the possibility of a turnaround.

Expected learning outcomes

The case: sensitizes students about the commercial implications of their marketing decisions by giving them adequate data to work on evaluating the revenue and profit impact of marketing initiatives on business; and helps them to understand that promotional variables are not independent in nature and hence separating the impact of one promotion when a large number of initiatives are operational, is not very dependable. Though the case provides a particular way of attempting to solve the problem, it does not lead to unique solutions.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Keywords

Citation

Dhall, P., Mukherjee, J. and K. Guin, K. (2013), "Ocean World Water Park: destination marketing challenge", Emerald Emerging Markets Case Studies, Vol. 3 No. 3, pp. 1-9. https://doi.org/10.1108/EEMCS-01-2012-0102

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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