Business Innovation Awards 2008

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Business Proposal Scenario

Ocean Park opened in 1977. It situated on the southern side of Hong Kong Island, is one of the world's acclaimed educational theme Parks covering more than 870,000 square meters of land. It is a not-for-profit statutory body governed by the Ocean Park Ordinance. In the 2006/2007 fiscal year, Ocean Park had surpassed all previous attendance records and achieved 4.92 million. It was also named as one of the world's "50 Most Visited Tourist Attractions" by Forbes Traveler.

Major drivers contributing to 2006/2007 record-topping attendance figures included:

The "Big Five" annual events that get bigger and better each year, i.e.
．World-class attractions that connect guests with nature
．Lucky Lunar Fiesta from late January to February,
． Animal Close Encounters in April and early May,
． Summer Splash in July and August,
． Ocean Park Halloween Bash in October, and
．Christmas Sensation in December
．Differential qualities of real animals, real nature, breath taking scenery, the cable car, and
　 the thrill rides.
．Generational value as Hong Kong People’s Park


Close and good working relationship with local tour operators


Strong presence in mainland (network relationship, country office, nationwide hotline, "door-to-door" transportation packages, advertising and others)
2006/2007 Financial Performance:

Total revenue = HK$845 million
Surplus = HK$171.3 million
Advertising and promotion expenses = HK$52.9 million
(Information source: Annual Report and Official web site of Ocean Park Corporation)

2007/2008 challenge:
While information technology and the world-wide-web have become our daily essence than merely recreational spree, how can Ocean Park reap their benefits of cutting edge technology strategically, e.g. using networking sites in a creative way that will enhance her brand? With a budget of HK$2 million, participating teams are invited to submit a business proposal on how to tackle this challenge in the following structure:

I. Table of Content
II. Executive Summary
III. Marketing Plan
IV. Operation Plan
V. Financial Statement
VI. Conclusion