Walt Disney Resorts. Theme 19711982 Hotels Campground golf courses shopping village a monorail Magic...
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Transcript of Walt Disney Resorts. Theme 19711982 Hotels Campground golf courses shopping village a monorail Magic...
Walt Disney Resorts
Theme
1971 1982
HotelsCampgroundgolf coursesshopping villagea monorail
Magic Kingdom
Future WorldWorld Showcase
EPCOT Center
1984
Development of brand through other businesses
1984
Slide Under Construction
Customer/ Market Analysis
Customer Analysis
Current Target Market
Target Market
Florida Residents
Residents Business
Corporations
Meetings/ Conventions
Incentive Programs
Groups
UK Travel Agents Youth Groups Reunions/ Friends
Families
Additional Tree
Span of Target Market
Young Adults
Pre Children
With Small Children
With Teenagers
Empty Nesters
Recommended Target Market
Families
Upper Class
With Children
Small Children Teenagers
Without Children
Middle Class
With Children
Small Children Teenagers
Without Children
Budget
With Children
Small Children Teenagers
Without Children
Young Adults
Couples
NewlywedsFamilies w/ Small Children
Families w/
Teenagers
Empty Nesters
Disney Target Market Life Cycle
DMU DMP• Individuals• Family• Friends• Employer (conferences,
meetings)• Travel agents• Books (Official Guide to
DisneyWorld, Unofficial Guide to DisneyWorld, guidebooks)
• Magazines (travel, family)• Disney-dedicated
blogs/websites
Primary Demand• www.visitflorida.com• www.justflorida.org• www.goflorida.about.com• www.orlandoinfo.com
Selective Demand• “Disney Parks – Where
Dreams Come True”• The “magic of Disney”• The “happiest place on
Earth”
Industry Analysis
Age Focus (Older)
(Younger)
Service / Luxury (High)(Low)
Disney World
Universal Studios
Busch GardensSea World
Various Area Luxury Hotels
Las VegasParis
Other Various Destination Cities
Theme Park Positioning Map
Age Focus (Older)
(Younger)
Service / Luxury (High)(Low)
Disney World
Universal Studios
Busch GardensSea World
Various Area Luxury Hotels
Las VegasParis
Other Various Destination Cities
Theme Park Positioning Map
Current
Target
Major Competitors
Theme Parks∙ Universal Studios∙ Busch Gardens ∙ Sea World
Area Hotels ∙ Villas of Grand Cypress ∙ Portofino Bay Hotel ∙ The Ritz Carlton Orland
Destination Cities∙ Las Vegas∙ Paris∙ Cancun
SWOT Analysis
Strengths• Industry Leader in Theme Parks• Strong Brand Name• Offerings that appeal to wide variety of
age groupsWeaknesses• Currently lacks appeal for teenagers and
young adults
SWOT Analysis – Opportunities
Much available space for expansion• Possible to create entire new park for teenage market?
Build on success of other Disney products• Movies Pirates of the Caribbean• TV Hannah Montana
Use products of recent acquisitions and/or seek new partners or acquisitions
SWOT Analysis – Threats
Competition (Regional, National, Global)• Offerings appeal better to lacking markets• Focus solely on target markets
Success of new attractions could depend on other parts of the business
• Much of an attraction’s success is based on it’s acceptance/popularity. If a movie/product flops, this could be a sunk cost
SWOT Summary – Critical Issues
Target market is dominated by well-established competition
Universal Studios- Disney may not see them as a threat to their overall business, but they are definitely a key competitor in the area where Disney should expand
Large product base to develop and market
Marketing Mix4 Ps
PRODUCT
WALT DISNEY WORLD RESORT
Things to do for Families
Cirque Du Soleil, (All Family)Golf Courses, Tennis Courses (Parents)Parks / Theme parks&Water Parks (Kids)Spa, (Parents)Shopping, (All Family) Dining, (All Family)
PROS AND CONSPROS
• Well known Disney brand,
• Increasing Demand,• Rapid technological
innovations,• Meeting requirements
for each Family members.
CONS• Intense competition• "for children" image• Safety Issues, Legal
Issues• Being destination
theme parks
Place- Channels of distribution
• Ticket on admission
• Disney Stores
• www.disneyworld.com
• Wholesalers like Undercover Tourist; Maple Leaf Tickets; the official center and Kissimmee Guest services
Like most successful companies Disney tries to reach its customers through all possible channels. Its current use of online booking, information, trip planning and use of Social Media suggests that it is trying to reach a a more matured customer in addition to attracting kids!!
Place- Channels of distribution
Pros
• Explores many varied ways of reaching the customers
• Tickets bought through Disney website are easy to purchase and come with easy to understand free information on how to plan a great Disney trip.
• Dedicated wholesalers provide savings as high as 7%
• Uses social media to reach customers to inform them about deals
Cons
• No exclusive channel of distribution from competitors like Universal Studios
• Expenditure on dissemination of information on where to buy and how to have a great trip
PROMOTION
PROS & CONS
PROS• High Marketing Budget,• Investments on Brand by
Mother Company• Variety of promotions
CONS• ?????• ?????
Social Media Promotion Tools
• Moms Panel, • Blog,• YouTube,• Facebook,• Twitter,• Mobile Magic,• Mobile Services,
PROMOTIONS
• Vacation packages• Give a day get a day• Kids stay & play free• Free dining,• Budget travel• Online purchase discounts• Free birthday visits,• Charities for Florida community,• Special discounts for Florida residents
To conclude:
Consumer Cost Company Goals
Competition
Product Benefits/ Quality Development/ Production
Fit Differentiated
Price Value Contribution Profit Relative standing
Place Service Quality Expectation
Margins SQL Relative SQL
Promotion Image Productivity Market penetration
Relative position
Recommendations: