MINI CASE - Fun Spot Fun Park

Fun-Spot Fun Park began as a small amusement park in 1985. With nothing more than a

merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot grew into a popular family

attraction with 20 rides, a restaurant, and an outdoor performing arts theater.

"My wife, Gail, and I didn't know what we were getting into," commented Ron Hart, the owner.

"We just knew that weekenders coming to the lakes in our rural area represented an untapped

market."

Today, thousands of visitors flock to Fun-Spot: families, children of all ages, and even

senior citizens who enjoy strolling through the gardens and the arbors. "There's something here

for everyone," Gail Hart said with a smile. "Dozens of companies hold annual company picnics

here. We have welcomed class field trips. And we even had one wedding here at the park!"

"Here's the funny thing", Ron chimed in. "We really don't know why we've been so

successful. There is nothing else like Fun-Spot Fun Park in the area. We were just lucky." "I

think it's the ambience of the park that has brought so many visitors," Gail added. "We provide a

'total package' of entertainment. Plus, we try to change our rides and various attractions from

time to time for variety."

Ron and Gail Hart admitted that making every visitor happy is a priority. "That has

always been our philosophy," they said. "Like the park's motto at the entrance reads, 'We're here

to make you happy!' And we've always been able to deliver on that because we've never allowed

ourselves to grow too big too quickly."

Question 1 [30 marks]

a. Identify and describe the three levels of the product that are offered by the Fun Spot Fun

Park. Apply the relevant theory to the facts of the case. Do not simply list the material

from the book. [15 marks]

b. Assuming the Fun Park is in the maturity stage of the Product Life Cycle (PLC), suggest

and explain three (3) ways in which the owners may seek to extend the life of their

product. Apply the relevant theory to the facts of the case. Do not simply list the

material from the book. [15 marks]