Professional paper
https://doi.org/10.38190/ope.12.2.4
Strategic analysis of the selected company Fun Experience d.o.o. (Amazinga)
Tomo Rajić
; European Business School Zagreb
Ivica Katavić
orcid.org/0000-0001-5899-5301
; University College for Safety
Abstract
Amazinga is the largest indoor entertainment park and the only one of its kind in Croatia and Europe because it offers attractions for all age groups without lower and upper age limits (a wide range of attractions for all ages). It was founded in 2019 and was affected by the global Covid pandemic. 2020 and 2021. Although it is doing well, its development capacities are not used enough. Therefore, the main goal of this research was to identify the possibility of expanding Amazinga’s business. The research methods used in this paper are qualitative, and in addition to the content analysis of relevant literature and company documentation, a semi-structured interview was conducted on the population of decision makers of the selected company with a sample size of 6 (N=6) respondents. In addition to the interview, a Google Forms survey was conducted on the population of current and potential clients of various ages. The sample size is 112 (N=112) subjects. The aim of the survey was to find out what their previous experience with Amazinga was and what their overall assessment of Amazinga was. As part of the research, SWOT analysis, financial analysis and competition analysis were carried out. The research results show that Amazinga’s existing strategic position is strong and that the company focuses on further development, maintaining a competitive advantage and expanding to other markets, including those outside the borders of the Republic of Croatia.
Keywords
Amazinga; entertainment center; strategic analysis; business improvement
Hrčak ID:
290037
URI
Publication date:
30.12.2022.
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