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Case Analysis

Samsung & The Theme Park Indu

Group-2Alka pgp/17/066 Anshul yadav pgNisarg patel pgp/17/101 Abhinay lakra pgSaurabh tiwari pgp/17/110 Shilpi kumar pg

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Alternatives:

1. Go ahead with the expansionPROS :

Boom in leisure domains, leading to a potential very profitable business

Favourable economy for the activity

Might give a strong foothold and offer competitive advantageCONS :

Huge capital investment required

Ecological effects

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Alternatives:

2. Continue with current capacity with few structural changes like implemeof ‘pay -one- price” scheme and aggressive marketing.

PROS :

Economical

Strengthen the brand image and attract customers

CONS :

Counter- intuitive results

Competition can capture market growth with differentiated offerings

Stagnant growth of company

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Recommendations :

We would recommend to go ahead with the expansion. We have based our decisiokeeping in mind the environment, competition and market prospective .

The criteria are as follows :

Prospects of subway coming to Yongin will reduce the transportation andinaccessibility problem and will lead to increase in customer volume.

Huge employee base of Samsung which can be tapped into. Mission change from farm oriented brand image to more of a destination resor

Urbanization rate 74.4% and per capita GNP rise indicates economy boom andpeople looking for sources of entertainment and willingness to pay

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Recommendations :

Competitive players in market like Lotte World & Seoul Land targeting differesegments necessitates the need to target broader market segments to keep up wthe trend.

Barriers to entry in this market is high owing to huge initial investment requirFarmland can leverage here as funding can be provided by parent, Samsung Gr

The cost of substitution is less for customer as prices are comparable for diffe

Expansion and further investment will help them gain in terms of differentiateoffering.