Hershey Park SWOT Analysis
Here is a detailed SWOT analysis of Hershey Park covering strengths, weaknesses, opportunities and threats.
Hershey Park Strengths
- The parent brand has a very strong brand presence in the chocolate industry.
- It has a variety of offerings including thrill rides, water rides and children’s rides that would appeal to all age groups.
- The park has won several awards including the IAAPA Applause Awards.
- It has as many as 67 fully functional rides, including 11 roller-coasters and welcomes upto 20 lakh visitors per annum.
Above are the strengths in the SWOT Analysis of Hershey Park. The strengths of Hershey Park looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Hershey Park Weaknesses
- The brand is not as strong as some of the other names in the amusement parks category in the USA.
- It does not have a very strong brand presence outside USA.
- Seasonal variations affect operating profits
These were the weaknesses in the Hershey Park SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
Hershey Park Opportunities
- It can leverage on the popularity of the parent brand in the chocolate industry.
- Through effective marketing, it can try and attract more international tourists.
- It has a unique offering in the form of Hershey’s Chocolate World, which has the potential to attract visitors on its own.
Above we covered the opportunities in Hershey Park SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Hershey Park Threats
- If there are no innovative offerings, there is no incentive for second time visit.
- There are many strong competitors in and around Pennsylvania and the rest of the USA.
- The competitors have a greater variety of offerings other than just amusement rides.
The threats in the SWOT Analysis of Hershey Park are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the Hershey Park SWOT analysis.
About Hershey Park
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Hershey Park Overview | |
|---|---|
| Parent Company |
Hershey Entertainment and Resorts Company |
| Category |
Amusement Park/Theme Park |
| Sector | |
| Tagline/ Slogan |
100% Family |
| USP |
Offers a good mix of thrill rides, water rides, children’s rides as well as other attractions |
| Hershey Park STP | |
| Segmentation |
Local young population and families |
| Target Market |
Primary: Families living in and around Pennsylvania; Secondary: Families living in the rest of the USA; Tertiary: Families visiting from abroad |
| Positioning |
An amusement park that provides entertainment options to the entire family |
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