The Bellewaerde Park: a strategic analysis

Résumé du document

Bellewaerde Park is an entertainment park located in the Western part of Belgium. It has been created in the fifties and has followed a constant evolution. During its first years, it was only a zoo and has become since then an attractions park. Now, it is one of the most visited parks in Belgium.
Bellewaerde Park was created in 1954 and is located in Ypres, in the Western part of Belgium. At first it was only a birds' garden for adults and the kids had their own play area that was separated from the animals. During 25 years, the park was only a zoo until 1980 when the first attraction opened. It was the River Splash that still exists today.

The marketing of the park is unique in Belgium, because it has to communicate on three different subjects with three different kinds of target. Indeed, its visitors come from France, Flemish parts of Belgium and French parts.
It's a habit for the Belgian kids and youngsters to go to an amusement park at least once in their childhood. Historically, these parks have always had a great deal of success in Belgium, and there are a lot of them spread out on the whole Belgian territory. Belgian families like to do activities with the kids during the week end such as going to the seaside or to an amusement park, going to cinema...

The goal of this work is to implement an entertainment park in another country and we decided, for many reasons, to do it in Poland.
Poland is a new member of the European Union and enjoys an important growth of its economy every year.

Extraits

[...] Company The beginning of Bellewaerde Bellewaerde Park was created in 1954 and is located in Ypres, in the Western part of Belgium. At first it was only a birds garden for adults and the kids had their own play area that was separated from the animals. During 25 years, the park was only a zoo until 1980 when the first attraction opened. It was the River Splash that still exists today. In 1990, Bellewaerde Park was bought by Walibi Park then in 1998 Premier Parks, the world leader in theme parks, bought the two parks. [...]

[...] This means no big loops or high “adrenaline” attractions Silesian Amusement Park Silesian Amusement Park is a permanent amusement park located within the Silesian Central Park, which is located in the Western region of Poland Fantasia Park Park Fantasia is expecting to be the first venture of this kind in Poland, and the first Polish brand in the industry of “amusement park” in this part of Europe. According to them, they will also be the first enterprise in the “Theme Park” market segment. The venture was started in 2002 but nowadays; the park is still under construction. In fact, the latest news of the construction's progress as from 04th December 2007: the 21st of December we plan to start the construction of the main power line for the amusement park”. Meanwhile different changes were made on the Board. [...]

[...] Customer profile Age Bellewaerde Park's visitors are made of 63% of families and 32% of teenagers and young adults. The repartition by age is the following: 3-7 years old 15% 8-11 years old 17 years old 24 years old 34 years old 49 years old 18% 50+ years old Geographical region The geographical origin from the visitors can be divided in two big categories: 1st category: 55% of the visitors come from Belgium from the North from the South and from the Centre). [...]

[...] Satisfier For the Polish market, Bellewaerde would focus on one intangible satisfier: the external social service. Indeed, Polish families will show their wealth through this kind of entertainment. Going to BELIPARK is much more prestigious than playing in the garden next the door. In fact, Polish people (and Eastern ones in general) are giving full attention to their image. Conclusion As seen in this work, Bellewaerde has followed a constant evolution since the fifties and is going to expand its activities. [...]

[...] The types of visitors they attract are families and schools. Paradisio still doesn't belong to any big group and is known in the business as being a very professional and serious park. For example, they are building a Chinese temple and brought workers, instruments and materials directly from China. II. Strategy development Where to compete: Poland We decided to export the concept of Bellewaerde Park in Poland, in the East of Europe for many reasons: Poland is entered the European Union in 2004 and is now a growing economy. [...]