Siam Park City: Can affordable pricing be profitable?

• Main Authors: ZERRILLO, Philip C., MATHUR, Sarita, ITTHIOPASSAGUL, Pannapachr
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2015
• Subjects: Siam Park; Theme park; Entertainment; Family Business; Pricing; Customer egmentation; Affordability; Inclusivity; Thailand; CVP; Cost-Volume-Profit Analysis; 4P Analysis; Marketing; Recreation Business; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/139; https://cmp.smu.edu.sg/case/2821
• Institution: Singapore Management University

The case is set in November 2013, when Siam Park City – one of Thailand’s biggest Amusement Park and Water Park – was celebrating its 33rd anniversary. Siam Park City was born out of the vision of Chaiwat Luangamornlert, a successful businessman who wanted to build an amusement park and water park f...