Josh Gangelhoff • Ivan Gil • Cheerie McLaughlin • Sarah Rasheid • Michelle SelbyMAR 3823-001 • 2PM • December 2, 2010

INTRODUCTION OF SERVICE

Introduction:• Six Flags is one of the world’s largest amusement park

corporations in the United States.

Service Statement:• Six Flags Entertainment Corporation offers quality

customer service, clean safe and dependable products, as well as friendly environment for all ages to enjoy.

Locations Served:• Over 19 theme park locations in the United States,

Canada, Mexico, and the United Arab Emirates.

San Antonio:Six Flags Fiesta Texas

San Antonio, HoustonChicago:Six Flags Great America

Chicago, MilwaukeeSt. Louis:Six Flags St. Louis

St. Louis, IndianapolisDallas:Six Flags Over Texas

DallasSix Flags Hurricane Harbor

Ft. WorthDallas:Six Flags Magic Mountain

Los Angeles, San DiegoSix Flags Hurricane Harbor

Orange County

San Francisco:Six Flags Discovery Kingdom

San Francisco – San Jose, Sacramento

Lake George:The Great Escape

Syracuse, AlbanyMexico:Six Flags Mexico

Mexico City MexicoLaRonde:La Ronde

Montreal Canada

www.sixflags.com/national/medianetwork/index.html

New York:Six Flags Great Adventure

New York, PhiladelphiaSix Flags Hurricane Harbor

Harrisburg-LancasterSix Flags Wild Safari

New JerseyNew England:Six Flags New England

Boston, Hartford-New Haven

Washington, DC:Six Flags New America

Washington DC, Baltimore

Atlanta:Six Flags Over Georgia

Atlanta, Greenville, GA

Six Flags White WaterBirmingham, GA

THEME PARK LOCATIONS

ENVIRONMENTAL ANALYSIS

EXTERNAL COMPETITORS

Brand Competitors:• The Walt Disney Company

and Universal Studios

Product Class Competitors:• Ybor Regional Park and

Typhoon Lagoon

Generic Competitors:• Carnivals• State Fairs• Concerts• Festivals

TOPICS OF CONCERN

Increased Gas Prices & Cost of Travel:• Customers not in favor of long

driving distances

Locations:• Six Flags is not located in areas

that are saturated with competitors (Ex. Orlando, FL)

Technological Trends:• Biometrics / Fingerprint scanner• Mobile Ticketing• Electronic Line Pages

Future of Roller Coasters:• Increased Speeds• Less Friction (bumps, noise)• Magnetic tracks levitation

Political & Legal Considerations:• Acceleration Standards• Force Regulations• Equipment Maintenance• Patron Restraints

ISSUES ANALYSIS

List of IssuesMixed messages in adveritisngExpanding abroad without focusingOn fixing domesticallyNot expanding in competitive saturated environments (tampa, orlando)Financial stability

LOCATIONS OF COMPETITORS

The Walt Disney Company Six Flags Entertainment

Universal Studios Busch Gardens

• Not located in saturated markets• All locations do not remain open year-long• Image does not compete

OTHER ISSUES

Financial Stability:• Recovering from a major

bankruptcy (2009) • High risk of being purchased or

merged

Expanding Abroad:• Plans to expand abroad too

quickly• Not enough attention to domestic

park maintenance

Mixed Marketing / Target Market:• Current advertising programs

do not utilize Looney Tunes effectively

• Current advertising programs are deemed ineffective towards intended audience

TARGET MARKET DEFINITION

TARGET MARKET DEFINITION

It is projected that an average of 26 million people in the United States will attend one of the Six Flags

Entertainment parks in the US by the end of 2010. Of those 26 million, the primary market will be formed of families,

ages 25-44 with approximately 2.6 children; and a secondary market will be formed of teenagers, ages 16-19.

PRIMARY TARGET MARKET

25 – 44 years oldMarried couples with 1-2 childrenReside in the United StatesIncome:

• Reliable / Average $50,000 - $74,000

• Middle to Upper classOccupation / Education:

• Vary

The Rodriguez Family & The Smith Family

Generation:• Parents - X (born 1961 – 1981)• Children - Z (born 1990 – 2000)

Benefits Sought Out:• Relaxation• Family time and vacations

SECONDARY TARGET MARKET

16 – 19 years oldSingle / 1 – 2 siblingsReside in the United StatesIncome:

• Dependent on family• Average $0.00 - $9,750.00

Occupation / Education:• Student

Jamey Teen & Johnny Teen

Generation:• Y (born 1980 - 1990)

Benefits Sought Out:• Quality time with

friends• Fun and thrilling time

GOALS & OBJECTS

GOALS FOR THE FUTURE

• Improve and upgrade existing locations / environment

• Improve brand equity and image• Continue having friendly service• Establish more of a family friendly theme park• Develop ways to use cutting edge technology• Implement effective sales promotions• Continue online sales, functionality• Utilize the Looney Tunes brand more effectively

OBJECTIVES FOR THE FUTURE

• Earn money to get out of bankruptcy in the next five years

• Earn more market share to compete with Walt Disney and Blackstone (attain more than 13% to compete with Blackstone)

ACTION PLANS

PREMIER ON UNDERCOVER BOSS Premiers after Super Bowl on CBS

Objective:• Create brand awareness through a television show,

while building brand equity internally and externallyDescription of the Program:

• Be featured on CBS show Undercover Boss• Help sales force develop better• Better gauge of what is happening• Ability to train employees better• Shows appreciation for employees

Timing:• Future season of Undercover Boss (January 2011)

Budget:• N/A (no profits or expenses)

SMART PHONE APPLICATIONSAvailable for iPhone and Android

Objective:• Make Six Flags more convenient / accessible with the

creation of a “My 6 Flags” application for smart phonesDescription of the Program:

• Smart phone application features: park maps, wait times, ticket sales, promotions ($15 off gas receipt to visit)

• Wait in line fun facts about the parks• Driving distances

Timing:• Takes approximately 30 days to develop• Application will launch in March• Has no expiration date

Budget:• Production: $150,000.00• Cost to download: $1.99

ON-SITE MARKETING & ADSBusiness – to – Business Sales

Objective:• Increase number of corporate partners and sponsorships

by building awareness for already existing programs and sponsors

Description of the Program:• Advertise in theme parks programs that already exist• Ex. 4th of July Event sponsored by “Coke”• Create opportunities for ad space sales in parks

Timing:• Year round sales

Budget:• Events and sponsorships - $75,000.00• Earnings from advertising sales

THE END