Restructuring / Turnaround Strategies Case Study

Six Flags: The Turnaround Management

Abstract:
Six Flags headquartered at New York, owned and operated a chain of amusement and theme parks in the US. Since 2001, the company had posted annual losses and around $2.6 billion was lost during the years. It was cited that heavy expansion and improper marketing insight were the causes for the losses. So in order to revive back its position, the new management took several initiatives to turnaround Six Flags. There was a mixed reaction in the industry and analysts opined that restructuring would be a costly affair. The case focuses on the management turnaround at Six Flags.

Pedagogical Objectives:

• To discuss about how theme parks were performing in the US
• To understand the background of Six Flags and its turnaround plan.

Keywords : Amusement; Theme Park; Struggle; Turnaround; US Amusement Park Industry; Marketing Strategy; Cross Promotions; Acquisition; Discounts; Restructuring / Turnaround Strategies Case Study; Credit Card Programs; Competition; Debt