Cedar Fair, Marketing Plan Example

Introduction

Cedar Fair is a unique organization in that it represents a variety of theme parks in the United States that entertain over 22 million people on an annual basis. The organization has been largely successful in its efforts to attract customers to its parks through a variety of thrilling attractions, and its marketing strategy has also demonstrated its knowledge and foresight regarding its vast customer base. The organization represents its brand through various marketing opportunities and continues to expand its reach to accommodate customers throughout the United States. Advertising efforts by Cedar Fair have expanded in recent years to accommodate its younger demographic and have demonstrated a high level of success in acknowledging consumer needs and preferences (Booth, 2008). Under these conditions, it is likely that Cedar Fair will continue to grow in size and scope in the coming years with an expanded approach to marketing to a widespread audience.

Analysis

Cedar Fair has improved its marketing strategy and resources effectively over the past decade in comparison to Six Flags, one of its most formidable competitors (Monies, 2005). Although Six Flags has become a familiar brand to people throughout the United States and has established unique sponsorship deals with many companies, Cedar Fair is far superior in its future growth potential because it is not considered to be a stagnant brand with little room for growth (Monies, 2005).Cedar Fair has established its presence in many areas of the United States, including California, the Carolinas, Virginia, and its headquarters in Sandusky, Ohio, while Six Flags has an international presence in Canada and Mexico (Hoovers, 2014).In spite of this reach, Six Flags is perhaps spread too thin in its efforts to become an attraction throughout North America, while Cedar Fair has remained true to its roots in the United States (Hoovers, 2014). Furthermore, Cedar Fair does not appear to be a stagnant brand in its scope and purpose and represents an opportunity to use innovation and creativity in order to improve its overall direction within the theme park genre (Hoovers, 2014). Most importantly, with its popular regional theme parks, Cedar Fair has established a niche with some of its most successful brands, including the popular Cedar Point in its headquarters city of Sandusky, along with its west coast favorite, Knott’s Berry Farm, which has established a name for itself among a sea of theme park destinations, including Six Flags Magic Mountain, Universal Studios, and Disneyland and Disney’s California Adventure. Therefore, the company has remained competitive in a sea of notable players and has thrived in the wake of change that has catapulted the industry into the stratosphere on many levels.

Conclusion

Cedar Fair is a successful organization because it represents a youthful demographic with a complex set of entertainment needs. In spite of changes to the industry and the ever-increasing cost of operations, the organization has been able to thrive and to move forward with a specific approach to marketing and promotion that supports and enhances its long-term goals and objectives. As the company continues to strive for excellence, it represents an opportunity to examine the different areas where it might be able to expand its marketing reach and to support its efforts to become a larger and more innovative company than its rival competitors. These efforts are essential to the growth of the practice environment and in supporting a framework that facilitates successful outcomes and long-term results in achieving a competitive and thriving bottom line. Cedar Fair is in a position for continuous growth and development through its approach to marketing and advertising.

References

Booth, J. (2008). Cedar Fair eyes more in-park sponsorships; industry watchers say Paramount  properties make company more attractive to advertisers. Crain’s Cleveland Business, pp. 1-2.

Hoovers (2014). Cedar Fair, L.P. Pp. 1-6.

Hoovers (2014). Six Flags Entertainment Corporation. Pp. 1-6.

Monies, P. (2005). Six Flags announces promotions alliance. The Oklahoman, pp. 1-2.