Arabian KingdomBy Tushar Chopra

What is the business?• Aims to fulfill lack of entertainment within the region

• Seeks to attract customers of all sorts and ages• It is an Arabian theme park that serves to different

cultures, consisting of various themes• Main theme is Arabian as we want foreigners to have

a unique experience• Located in the city of Al Wakra• New Hamad International Airport is located near our

chosen location. 

Source: http://suitsandspades.com/wp-content/uploads/2013/08/Roller-Coaster-1024x674.jpg

• Huge target market• Caters to a larger market due to the various themes that

are present • We serve to please local as well as foreign customers• Huge potential in terms of people who are capable of

spending extra money on entertaining products • Lack of entertainment complexes in Doha

Target Market

Source: http://1hdwallpapers.com/wallpapers/theme_park_in_orlo_florida.jpg

CompetitionProduct Comparison/Competition

Target Market

Major Attraction

Size (m2)

Location Price(US$)

Feature

Arabian Kingdom People of all ages

Highest Drop Tower

90,000 Al Wakra City (Qatar)

$60 Theme Park

Jungle Park Small Children

Longest Running Park in Qatar

1500 Doha (Qatar)

$ / ride Kid Zone

Ferrari World Tourist Fastest RC 86,000 Abu Dhabi (UAE)

$80 Theme Park

GondolaniaFun CityCircus Land

Mall Shoppers

Location ~ 3000 Doha(Qatar)

$ / ride Small Attraction for Kids

Ski Dubai Mall shoppers

Only artificial snow ring in UAE

~1500 Emirates mall

$70 Indoor cold activity

Atlantis People of all ages

Aquarium 45000 Dubai $/activity

Hotel

Pricing Branding SalesPromotionsPublic Relations

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Customer ProfilesTeenage Males:• Openly admitted to not having many activities to do. This results

to the customers having the desire to come to the theme park more often.

• It is a place where they are willing and capable to go to with different people

• Come from families with a household of an average of 7 members

• Main concern is the quality of the product • Willing to pay the admission fees that we have set • Most likely to see advertisements through TV commercials and

social mediaChildren:• Serve as a source of attracting adults to the park • Make it more appealing to them by creating zones that are

theme oriented• Commercialize on kids channels in order to captivate their

attention

Teenage females:• Don’t have enough activities to keep themselves

occupied and entertained • It is an activity that they are willing to go to but

more so with family • They are mainly concerned about having a fun,

thrilling experience rather than the price • Advertisements would mainly be seen through

social media

Source: http://www.lefigaro.fr/medias/2014/03/08/PHO68fdfece-a537-11e3-bd42-52f4e1e93b01-805x453.jpg

Adults:• Main concern of those adults who have families are

whether the children enjoy it or not • Safety is a major concern for them • Are expecting a special offer for families seeing as

our given price might be more on the high price for larger families

• Expecting a great park that caters to all age groups • Would most likely view the advertisements through

newspapers and social media

Start up costs Down payment of land-

$11500000 paid over 120

Months at $95,833/ month Down payment of

Contractor- $37800000 paid over 120 Months at $315,000/ monthTotal Fixed Expenses

of 1st and 2nd Year= ~$10,260,000

Income Statement 3rd Year Ending Period

Revenue:  

Net Sales- ~$18,300,000

Variable Expenses:  

Electricity to Run rollercoasters- ~$240,000Maintenance during Season- ~$120,000Total Variable Costs- ~$360,000Gross Profit- ~$17,940,000Fixed Expenses:Land Payment- ~$1,150,000Contractor Payment- ~$3,780,000Marketing- $840,000Employee Salaries- $1,944,000Insurance- $388,800Utilities- $180,000Annual Maintenance- $180,000Total Fixed Expenses of 3rd Year- ~$8,462,800Pre –tax Profit $9,477,200Taxes (10%)- $947720Net Profit- $8,529,480

Disney’s Annual Attendance

Recession of 2008: Minimal impact Long history of

Theme Park’s market increasing

Market is predicted to continue rising even more rapidly, due to LEDC country development

Source: TEA/AECOM 2013 Global Attractions Report". Themed Entertainment Association.

Very large market

Growth OpportunitiesGrowth stream:• Expanding our theme park towards the extra land that we

own • Build a five star hotel that can host people that come from all parts of the world • Establish a section that can display the cultural side of the

Arab world (cultural village).

Source: http://www.tscinspectionsystems.com/wp-content/uploads/2012/05/theme-parks.jpg

MascotsAisha

Tameem