Harvard Case - Financial Analysis of Ocean Park: The Theme Park that Survived on Government Bailout
"Financial Analysis of Ocean Park: The Theme Park that Survived on Government Bailout" Harvard business case study is written by Winnie S.C. Leung, Tsun-kan Wan. It deals with the challenges in the field of Finance. The case study is 8 page(s) long and it was first published on : Sep 27, 2020
At Fern Fort University, we recommend that Ocean Park adopt a multi-pronged strategy to achieve long-term sustainability and profitability, focusing on:
- Diversification of Revenue Streams: Expanding beyond traditional theme park offerings to include new attractions, entertainment formats, and hospitality experiences.
- Enhanced Financial Management: Implementing robust financial controls, optimizing capital structure, and exploring alternative financing options.
- Strategic Partnerships: Collaborating with other businesses and organizations to create synergistic opportunities and leverage resources.
- Marketing and Brand Revitalization: Repositioning Ocean Park as a premier entertainment destination through targeted marketing campaigns and innovative branding initiatives.
- Technological Integration: Embracing technology to enhance guest experience, improve operational efficiency, and drive new revenue streams.
2. Background
Ocean Park, a Hong Kong-based theme park, faced a severe financial crisis in the early 2010s due to declining visitor numbers, rising operating costs, and intense competition. Despite government bailouts, the park struggled to achieve sustained profitability. The case study explores the park's financial challenges, the government's intervention, and the potential strategies for long-term sustainability.
The main protagonists are the Ocean Park management team, tasked with navigating the park's financial difficulties and implementing a turnaround strategy, and the Hong Kong government, which plays a significant role in providing financial support and shaping the park's future.
3. Analysis of the Case Study
The case study highlights several key issues:
Financial Performance: Ocean Park's financial statements reveal a consistent decline in revenue, profitability, and cash flow. The park's reliance on government subsidies and debt financing has resulted in a precarious financial position.
Operational Inefficiencies: High operating costs, driven by factors such as animal care, maintenance, and staff salaries, put pressure on profitability. The park's reliance on traditional theme park attractions and lack of diversification limit its revenue potential.
Competitive Landscape: Ocean Park faces intense competition from other theme parks in the region, including Disneyland Hong Kong and various smaller attractions. The park needs to differentiate itself to attract visitors and maintain market share.
Government Intervention: The Hong Kong government's financial support, while crucial for survival, creates a dependency and limits the park's autonomy in implementing long-term strategic changes.
Strategic Framework: To analyze Ocean Park's situation, we can utilize the Porter's Five Forces Framework:
- Threat of New Entrants: The theme park industry is capital-intensive, with high barriers to entry, reducing the threat of new entrants.
- Bargaining Power of Buyers: Visitors have limited bargaining power, as they have few alternatives for entertainment in Hong Kong.
- Bargaining Power of Suppliers: Ocean Park's suppliers, including animal care providers and construction companies, hold moderate bargaining power.
- Threat of Substitutes: Other forms of entertainment, such as movies, concerts, and online gaming, pose a threat as substitutes for theme park visits.
- Competitive Rivalry: The intense competition from other theme parks in the region creates a highly competitive environment.
4. Recommendations
To address Ocean Park's challenges and achieve sustainable profitability, we recommend the following:
1. Diversification of Revenue Streams:
- Expand Beyond Traditional Attractions: Introduce new, innovative attractions, such as immersive experiences, interactive exhibits, and themed dining experiences.
- Develop Hospitality Offerings: Create unique hotel packages, themed restaurants, and event spaces to attract overnight visitors and increase revenue.
- Explore New Entertainment Formats: Host concerts, festivals, and cultural events to attract a wider audience and generate additional revenue.
- Leverage Technology: Implement virtual reality experiences, augmented reality games, and interactive mobile apps to enhance guest experience and create new revenue streams.
2. Enhanced Financial Management:
- Optimize Capital Structure: Reduce debt levels through a combination of debt refinancing, asset sales, and cost reduction initiatives.
- Explore Alternative Financing Options: Consider private equity investment, strategic partnerships, or public-private partnerships to secure additional funding.
- Implement Robust Financial Controls: Strengthen internal controls, improve budgeting processes, and enhance financial reporting to ensure transparency and accountability.
3. Strategic Partnerships:
- Collaborate with Other Businesses: Partner with local businesses, such as hotels, restaurants, and retailers, to offer bundled packages and enhance guest experience.
- Form Strategic Alliances: Collaborate with other theme parks, entertainment companies, or educational institutions to share resources, expertise, and marketing efforts.
- Leverage Government Partnerships: Work closely with the Hong Kong government to secure funding, promote tourism, and develop infrastructure.
4. Marketing and Brand Revitalization:
- Reposition Ocean Park: Develop a new brand positioning that emphasizes the park's unique offerings, cultural heritage, and commitment to conservation.
- Target New Audiences: Launch targeted marketing campaigns to attract families, young adults, and international tourists.
- Enhance Digital Marketing: Utilize social media, online advertising, and content marketing to reach a wider audience and drive online bookings.
- Create Engaging Experiences: Develop memorable events, themed promotions, and interactive experiences to enhance guest satisfaction and create positive word-of-mouth marketing.
5. Technological Integration:
- Improve Operational Efficiency: Implement technology solutions to streamline ticketing, queue management, and customer service operations.
- Enhance Guest Experience: Utilize mobile apps, interactive kiosks, and digital signage to provide real-time information, personalized recommendations, and seamless transactions.
- Develop Data-Driven Insights: Collect and analyze guest data to understand preferences, optimize pricing strategies, and personalize marketing campaigns.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with Ocean Park's core competencies in conservation, education, and entertainment, while also expanding its offerings to cater to a wider audience.
- External Customers and Internal Clients: The recommendations aim to enhance the guest experience, improve employee morale, and create a more sustainable business model.
- Competitors: The recommendations address the competitive landscape by differentiating Ocean Park from its rivals and offering a unique value proposition.
- Attractiveness: The recommendations are expected to generate positive returns on investment, improve profitability, and enhance shareholder value.
Assumptions:
- The Hong Kong government will continue to support Ocean Park's development through funding and policy initiatives.
- The tourism industry in Hong Kong will continue to grow, providing a favorable market for Ocean Park.
- Ocean Park's management team will be able to effectively implement the recommended strategies.
6. Conclusion
Ocean Park faces a complex challenge in achieving long-term sustainability and profitability. By diversifying its revenue streams, enhancing financial management, forging strategic partnerships, revitalizing its brand, and embracing technology, Ocean Park can transform itself into a thriving entertainment destination.
7. Discussion
Alternatives Not Selected:
- Complete Government Ownership: While this option would provide financial stability, it would limit Ocean Park's autonomy and potentially lead to inefficiencies.
- Closure or Sale: This drastic measure would result in job losses and a loss of a valuable cultural asset.
Risks and Key Assumptions:
- Economic Downturn: A decline in the Hong Kong economy could negatively impact tourism and reduce visitor numbers.
- Competition: New entrants or aggressive marketing campaigns by competitors could erode Ocean Park's market share.
- Implementation Challenges: The successful implementation of the recommendations requires a strong management team, effective communication, and a commitment to change.
8. Next Steps
- Develop a Detailed Implementation Plan: Outline specific actions, timelines, and resources required for each recommendation.
- Secure Funding: Identify potential funding sources, including government grants, private investment, and debt financing.
- Form Strategic Partnerships: Initiate discussions with potential partners to explore collaboration opportunities.
- Launch Marketing Campaigns: Develop and implement targeted marketing campaigns to promote the park's new offerings and reposition its brand.
- Monitor Progress and Adjust Strategies: Regularly track key performance indicators, evaluate the effectiveness of the implemented strategies, and make adjustments as needed.
By taking these steps, Ocean Park can embark on a path towards sustainable growth and profitability, ensuring its continued success as a beloved Hong Kong landmark.
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Case Description
This case investigates the downfall of Ocean Park Corporation (Ocean Park or the park) from the perspective of financial statement analysis. Ocean Park's performance significantly declined from a surplus of HKD127.2mn in FY2013 to a severe deficit of HKD557.3mn in FY2019. This was mainly attributable to the shrinking revenue size and mounting difficulties in controlling the operating costs during this period. In 2020, Ocean Park was hard-hit by the coronavirus pandemic, which pushed it further to the verge of liquidation. After rounds of debates, the Hong Kong legislature eventually approved of a relief fund of HKD5.4bn in taxpayers' money. The case seeks to highlight the financial ratios and metrics commonly used in financial statement analysis, and their interpretations. It provides insights on Ocean Park's financial performance in terms of profitability, liquidity, solvency, and operational efficiency. Students will tackle practical questions regarding financial statement analysis of Ocean Park from FY 2013 to FY2019, and the financial impact of the relief fund by means of pro forma financial statements over the next few years.
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