Parc Astérix's strategic analysis : how can Parc Astérix ensure its place as second player on the French theme park market?

Résumé du document

Parc Astérix is a part of the Compagnie des Alpes group (CDA Parks) which is a group specialized in the ski business, with 18 ski areas such as La Plagne, Tignes, Méribel, and others. It is the leader in the international market with 55% of the market share. The CDA Park is the fourth largest segment in the European market, with 44.6% of the market share and 21 different locations like the Parc Astérix, Musée Grévin, France Miniature, Walibi, etc. CDA Parks are present in France, Italy, Switzerland, Belgium, Germany, the Netherlands, and England. In 2007, its turnover was 505,7 million euros. Parc Astérix, which was first opened in 1989, as the precursor of theme parks in France and it represents the French cultural identity and is constantly compared to its American competitor, DISNEYLAND Resort Paris. Its image is centered on hospitality, thrilling rides, and excitement, whereas Disney's image is more focused on fantasy and magic. Its vision is then to provide fun and deliver exciting options to the public.

Extraits

[...] Indeed, the identity on which is based the image of the park is strictly national: the character of Astérix is very appealing to the French public. This explains why that contrary to Disneyland, the conquest strategy of the park does not take place at a European level. The notoriety of Parc Astérix relies on our national culture and roots. This does not mean that Parc Astérix will not make someday tourists one of its main targets. However, for the time being, the park should continue reaffirming its presence nationwide. [...]

[...] Therefore, in order to increase the number of open days and thus their potential profit, Parc Astérix's next investments should focus on indoor rides or on structures capable of covering the existing rides during the winter. Furthermore, Parc Astérix is open from 10 am until 6 pm pm on the weekends) but this might not be enough for visitors who usually want to enjoy their day as much as possible, especially considering how long it takes for them to get to the park. [...]

[...] Increase communication and promotion Parc Astérix should increase its communication to the general public, the tourists but also to the professional business sector. However, it is important to underline that the main target remain the French population, and that communication towards tourists should be secondary. Business to Consumer: People who want to have fun and thrills will prefer Parc Astérix to Disneyland, which is more about fantasy and magic. Thus, Parc Astérix's advertising should be more focused on this distinction: emphasize on the excitement and adventure of the park. [...]

[...] Parc Astérix's strategic analysis : how can Parc Astérix ensure its place as second player on the French theme park market? Table of contents Introduction 2 Diagnosis of parc astérix and its environment 4 External Diagnosis 4 PESTEL analysis 4 Supply and demand 5 Porter's five forces 6 Strategic groups 8 Conclusion 9 Internal Diagnosis 11 Value chain 11 Resources and competencies 12 Conclusion 13 II- Recommendations 14 Lead a strategy distinct from that of Disneyland 14 Make access to the park easier 16 Increase communication and promotion 17 Increase the number of opening days and hours 18 Introduction Parc Astérix is part of the Compagnie des Alpes group (CDA Parks), a group specialized in: The ski business, with 18 ski areas such as La Plagne, Tignes, Méribel, and others. [...]

[...] The park leads an expansionist strategy and each year, it raises the threshold of visitors that must be reached. The purpose of its constructions and creations is to increase continuously its capacity. Disneyland is clearly operating its strategy on a European, not to mention an international, level. The primary goal of Disneyland is to become a vacation destination with European tourists as a main target. With thirteen million visitors a year, the park continues leading campaigns throughout Europe and multiplying offers of attractions, animations and leisure. [...]