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1. Geographic Analysis
the National Capital Region [NCR]. It is actually known that the capital of the
Philippines, which is Manila, is located on such region. Given the fact that the
capital is in such region, the area is now prone to rising businesses and more
people tend to reside on such area since it will come to a time that they wanted
their residence to be near their workplace. Also, National Capital Region offers a
lot of job opportunities which is why that region has the highest average income
based on statistics. Of course, thats what KidZania wanted to target in the first
place. They wanted that there are families who can afford to pay for the entrance
Also, it is already known in the Philippines that NCR is the home of most
learn through such means. In addition to that, National Capital Region is one of
the most accessible regions in the Philippines. There are a lot of terminals in all
the provinces surrounding the region that goes directly to NCR. Also, when a
person is already within NCR, it is also easy to roam from one place to another
(Monthly basis) D
3. Psychographic Analysis
teach children that are aged 4-17 years of age to do jobs that only adults do in
such a manner that they will enjoy it in the process. Given the basic objective of
KidZania, it can be concluded that it is for the kids who are eager to learn doing
things all by themselves. It is also possible that it is for the kids who loves to play
dress ups, games, and of course, role playing. Basically, it is for the kids who are
they are the ones who are providing for their family, and that includes the
children. They all wanted what is best for their child. So basically, KidZania can
be for the parents who are all willing to have a quality time with their children
4. Behavioral Analysis
The substantial market what KidZania currently has right now are the
family-oriented families who goes out together when there is an occasion, those
family who have buying patterns for celebration of rare and momentous days with
their children. It can be any special day depending on each family. KidZania can
be a place in which they can all celebrate whatever the occasion that they are
celebrating during that moment. It can be guaranteed that they will all have a
For the survey given online, mostly 98% of the respondents, in the kids
survey, shows that such children would want to go to any kind of themed park/
Furthermore, in the parents survey, it can be seen that in the family setting,
almost 87% of the respondents show interest of going to theme parks with their
family while 83% of the parents shows that theme parks are considered an option
to go to during the holiday season with their families. (See Appendix B for
parents survey results). Such results show that theme park industries are
booming in the Philippine market since such businesses have high industrial
In addition, the results show that mostly 68% of the parents allow their
children to go to fieldtrips always while 29% of the parents considers such trips
sometimes for their kids. Such circumstances show that theme parks may have
more customers due to the possibility of field trips being done by schools
institutions. Though KidZania is ranked last based on the survey results to where
establishments where parents would allow their children for fieldtrips. Survey
shows that 41.8% of parents agree that KidZania is a good place for school trips
while Manila Ocean Park ranks first having 82.7 percent approval from parents.
In connection with KidZania and its operation, parents criteria on choosing
100% result from parents survey. This just show that parents would only choose
those businesses that offers the most safety to customers. KidZania offers but
only hands-on activity that are just fit for children compared to other companies
having rides or activities that needs extreme precautions (e.g roller coasters,
petting animals, etc.). Price is also another factor when it comes from choosing
the type of place where parents would go with their family while 84% of parents
also say the accessibility of such place is an important factor in such decision
makings.
Survey also shows that 95% of parents agree that hands-on activities are
good for children to learn, which KidZania is offering to the market right now. It
also shows that almost 63% of parent respondents agree that technology should
be used in teaching children while 34% answered maybe. This result shows
that KidZania should take this opportunity to cater such services with the use of
on the kids survey, almost 81% of the kids are using and playing the computer
and their cellphones in their daily activities where 20.2% of these kids answered
that they want to be a game artist, 22% wants to be a cartoon writer, 20.2%
technology and thus, KidZania should use such an opportunity to widen their