KidZanias ticket sales grew between 204 and 205 with the Dubai franchise accounting for 0.8% of the sales. Since it was established, the Mexican company has created core competencies that drive its international expansion. It has strong partnerships with corporate sponsors, a rigorous site selection approach, and over 00 role-playing professions. Its primary target market includes children and corporate sponsors.
A competition analysis shows that KidZanias only competitor is Ferrari World, which offers a slightly different product (racecar). Its marketing strategy centres on the edutainment aspect of the facility to attract schoolchildren and sponsors willing to support children learning. A SWOT analysis reveals that KidZanias strengths lie in the uniqueness of its product in the UAE and good infrastructure available in the shopping malls. However, selling an unknown concept weakens the organisations competitiveness. There are opportunities in the edutainment sector as indicated by the rising demand and favourable perception of theme parks with an educational component.
Introduction
Effective marketing strategies are required for successful global expansion. KidZania Dubai, a franchise of a Mexican e
dutainment brand, is the first of its kind in the Gulf area. Its successful entry into the region makes it an ideal company to analyse for global expansion strategies. KidZania Dubai, which was launched in 200, reached a market share of 8.2% in two years. Its sales (attendance) grew by 0.8% in the 204/205 period (Ancona 2008). It offers over 70 real-life occupations in healthcare, media, and hospitality, among others, that children can do in make-believe contexts.
The purpose of this report is to examine KidZanias competitive strategies in its Dubai market. Its objectives include () assessing the macro-environmental factors and (2) analysing its internal and external environments. The study will use an explorative approach based on secondary data to examine the companys internal and external environments. It will be limited to the childrens indoor entertainment industry in the UAE. Its reliance on secondary information for the analysis may be a limitation of the study. The report provides a PESTLE analysis of KidZania Dubai, an overview of the company, the pertinent corporate social responsibility issues, its target market, the critical success factors, and product perception.
Context and Environments