Through research I was able to create a strong market analysis of this theme park.

1. Page 1
A Market Analysis for
Universal Studios Wizarding World of Harry Potter
Isabella Wielga
Full Sail University
Project & Portfolio II: Business and Marketing
9-1-19

2. Page 2
EXECUTIVE SUMMARY
Universal Studios has increased their numbers significantly after introducing the
Wizarding World of Harry Potter. With new technology we can produce different advertisements
for multiple media platforms that are being used today. This can bring attention to adults and
teens about the new additions to the park causing more to come. After analyzing the new rides
success this can be used to determine whether or not to expand on that section again or to update
an old section.

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OBJECTIVE
Universal Studios has hired me to look over their Wizarding World of Harry Potter
section. They have asked me to analyze how they could promote this section of that park more
and if expanding it would be a good idea. Expanding on the idea of promoting and expanding the
park I would take into consideration adults and children. They have the opportunity to grasp the
attention of people over 21 and under. At Universal they have an upper hand because they can
intertwine adults and children so they both have a good time at one park.
RESEARCH METHODOLOGY
Most of my information can be found on the internet. I can find the new attractions and
where everything is in the park. This will help me see which rides are outdated and need to be
replaced with new movies that are bringing in more fans. I could also create a visual
representation of how they could expand part of the park. I could gather most of the information
in a month however to get a more in depth understanding it may take 2 months. Using websites
like the official Universal website is beneficial because it is up to date. Other information may be
a year old due to the kind of information being gathered like data. Information that I would need
directly through the company would be current year numbers of attendance and revenue sold in
that specific area. This would help me determine which spot in the park to update or expand.
RESEARCH AND KEY FINDINGS

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Universal Studios Wizarding World of Harry Potter transports you to Hogwarts, Diagon
Ally, and many other iconic spots in the film. In this world you can go on thrilling rides that
make you feel as if you are on a broomstick. You can also purchase
robes and wands that can be used within the park to make things really
move and when you need a refreshment you can enjoy a mug of
butterbeer.
Target market for Universal should be for ages between 14-30
focusing on attractions and refreshments.
Thanks to research on the internet there are
several different websites that tell you what
is best to see at Universal Studios, how long
the wait lines will be, and when it is best to
go. You can plan your trip to the park on the Universal Studios app and on their website, making
your day effortless. Even on YouTube you can search “Best rides in Universal” or customize it
to what you are looking for and you will find many videos on what you are looking for.
In 2015 the Universal Studios Park brought in 3.3 Billion
dollars of revenue. This was over 44.88 million new
admissions that year. In 2016 they finally opened the
Wizarding World of Harry Potter and gained a 15%
increase. In 2017 the park revenue increased 60% (Power
of Magic), this was an incredible jump for Universal
Studios. In 2018 the stocks increased 2.1% boosting the revenue to 21.7 Billion Dollars.
(Comcast)

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There is so much more that will be going on in Universal Studios this upcoming year.
CONCLUSIONS
Universal Studios has many competitors that do well in this industry. What those parks
don not have is the uncanny cinematic resemblance in the rides and structures. When people
walk into the park, they know exactly which movie they are in and say “wow.” This can only
grow stronger with new iconic movies coming out and doing well in the box office. In the future
we can expect Universal to do very well in the markets and we can predict that many more
people will come back to see old attracts along with the new.
RECOMMENDATIONS
On favorable findings I would advise the decision makers to use new social media like
Instagram, Facebook, and Television to advertise their new attractions and movies. Unfavorable
findings only show where Universal can update or rebuild. These can be resolved with more
focused effort on that section. A time bound goal would be to complete the current expansion on
the Wizarding World of Harry Potter. Having Hagrid’s Motorbike Adventure be complete by
2020 should be the first goal. After this new ride is done, I would analyze the success rate of this
ride to determine whether or not to create another ride in this same park.

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REFERENCES
(n.d.). Retrieved from
https://www.google.com/search?q=universal's+wizarding+world&client=safari&hl=en-
us&prmd=mniv&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjAlMuevbDkAhVyT9
8KHWYaAgQQ_AUIGCgD&biw=375&bih=635&dpr=3#imgrc=AEqtBzEAqJw10M
(2018, July 26). Comcast reports $2.6 billion in theme park revenue for first half of 2018.
Retrieved from http://www.inparkmagazine.com/comcast-h1-2018/
(n.d.). Operations. Retrieved from
https://www.universalorlandojobs.com/universe-opportunities/operations/
Universal Studios Orlando attendance 2009-2018. (n.d.). Retrieved from
https://www.statista.com/statistics/236182/attendance-at-the-universal-studios-orlando-
theme-park/
variety.com, A. 26via, deadline.com, A. 26via, deadline.com, A. 19via, & deadline.com, A.
14via. (n.d.). Donna Langley: Universal Pictures: Leadership Team. Retrieved from
https://www.universalpictures.com/leadership-team/donna-langley
APPENDICES
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