MARKET FEASIBILITY AND CONCEPT ANALYSIS
The "roadmap" for the project. For each project idea, Tivoli International initially compiles information of the general market, in cooperation with the client, to develop clear market assessments on the potential project. In connection with this, Tivoli International defines the contents of the market study and prepares desk research and terms of reference for the market study.
On the basis of the market assessment a concept analysis for the project is developed in cooperation with the client. The development of the business concept becomes the foundation of the architectural outline which again has consequences for the operational issues and for the financial and economic feasibility of the project - the process is presented in figure 1 below. The framework is adjusted according to changes and refinements of each box along with integration of external factors. This will affect the visual outline of the park as well as operational and financial issues, which again will cause changes in the business concept.
The market feasibility study should arrive at definitive conclusions on all the basic issues of the project after consideration of various al-ternatives. The study determines the potential of the project and considers cost assessments, corporate structuring and organization, market segmentation, investment budgeting and financing as well as risk assessments.
The objective of the concept analysis is to present a frame for the proposed amusement park. The definition of the park's mission, vision and overall targets are key elements of the conceptual framework together with the analysis of primary and secondary market segments. The purpose of the concept analysis is to provide a structured description of the projected park in order to reach a mutual understanding of a) which market segments the park should aim at and b) the park's content portfolio.
