disneyland project presenting slide for htm
TRANSCRIPT
HTM3103“DISNEYLAND”
INTRODUCTION
This report is about 17 trends forecasts and consumer behavior in chosen group
which is Disneyland. The objectives of this report are constructed to understand how 5-star
contemporary hospitality company offers their products/ services/ facilities to serve
contemporary consumers’ needs and wants while travelling. Also, represents the position
strategy of organization that using financial position, competitive position, brand position
and so on.
PART I: DISNEYLAND BACKGROUND
Tokyo Disneyland is a 115-acre theme park at the Tokyo Disney Resort in Urayasu,
Chiba, Japan, near Tokyo. Its main gate is directly adjacent to both Maihama Station and Tokyo
Disneyland Station. It was the first Disney park to be built outside the United States, and it opened
on April 15, 1983. The park was constructed by Walt Disney Imagineering in the same style as
Disneyland in California and Magic Kingdom in Florida. It is owned by The Oriental Land
Company, which licenses the theme from The Walt Disney Company.
There are seven themed areas in the park: the World Bazaar; the four classic Disney
lands: Adventureland, Westernland, Fantasyland and Tomorrowland; and two mini-lands: Critter
Country and Mickey's Toontown.
POSITIONING STRATEGIES
Disney Land is the family entertainment industry.
There are four strategies for Disney Land:
Marketing strategy of Disney’s is essentially focusing on consumers thinks of a certain brand.
Pricing strategy of the Theme Park is serving in the value pricing those consumers willing to pay
for an admission ticket.
Financial strategy is to help the lower costs, and maintain competitive advantage.
Competitive strategy is to understand the environment since it is the industry that sets the rules of
the competitive game on market.
TARGET MARKETS
Disney continues to appeal to teens and their parents by staying current with digital gaming and
social media opportunities, as by its acquisition of online social gaming leader "Playdom Inc."
CURRENT PRODUCTS/ SERVICES/ FACILITIES
Disneyland Tokyo is divided into 7 area base on theme which we will briefly introduce them to
you, with basic information about the rides, activities, museum, fun house, river cruise, movie theaters,
animation studio and many more for you to explore. World Bazaar
It is the very first view when you enter Disneyland, with a looks of classic American Street with various shops along either side.
Penny Arcade The Disney Gallery Omnibus
Restaurants: Eastside Café Center street coffee house Restaurant Hokasai
Shops: World Bazaar Confectionery Grand Emporium Main Street Daily
CURRENT PRODUCTS/ SERVICES/ FACILITIES
Adventureland
Pirates of The Caribbean
Jungle Cruise
Swiss Family Tree House
Restaurants:
Royal Street Veranda
Blue Bayou Restaurant
Café Orleans
Shops:
The Golden Galleon
Pirate Treasure
Cristal Arts
Westerland
Westernland shootin’ Gallery
Country Bear Theater
Mark Twain River Boat
Restaurant:
Plaza Pavillion Restaurant
Pecos Bill Café
The Diamond Horseshoe
Shops:
Frontier Woodcraft
Western Wear
General Store
CURRENT PRODUCTS/ SERVICES/ FACILITIES
CURRENT PRODUCTS/ SERVICES/ FACILITIES
Critter Country
Splash Mountain
Beaver Brothers Explorer Canoes
Restaurants:
Grandma Sara’s Kitchen
Rackety’s Racoon Saloon
Shops:
Hoot & Holler Hideout
Splashdown Photos
CURRENT PRODUCTS/ SERVICES/ FACILITIES
Fantasyland
Peter Pan’s Flight
Snow White’s Adventure
Dumbo the Flying Elephant
Restaurants:
Troubadour Tavern
Captain Hook’s Galley
Queen of Hearts Banquet Hall
Shops:
Fantasy Gifts
Kingdom Treasures
The Glass Slipper
Toontown
Roger Rabbit Car Toon Spin
Minnie’s House
Mickey’s House and Meet Mickey
Restaurants:
Dinghy Drinks
Toon Pop
Out of Bounds Ice-cream
Shops:
Toontown Delivery Company
Gag Factory/Toontown Five & Dime
CURRENT PRODUCTS/ SERVICES/ FACILITIES
CURRENT PRODUCTS/ SERVICES/ FACILITIES
Tomorrowland
Star Tours
Space Mountain
Captain EO
Restaurants:
Plaza Restaurant
Soft Landing (2F)
Pan Galatic Pizza Port
Shops:
Cosmic Encounter
Planet M
ImageWorks
Service for Guest
English Language Support
English Language Information (center)
Attractions with English support, some attractions at Tokyo Disneyland have a captioning system in English.
Park signs in English
Convenient Service Outside the Park
Entrance/Exist/Re-entry gates
The East Gate Guest Reception
Restrooms/ Public Telephone booth
Promenade Gifts
Photo Garden
Pet Club
Convenient Service Inside the Park
Main Street House (Information)
Guided Tours
Storage Lockers
Mail Boxes
Smoking Areas
Service for Guest
Special Services
Disney FASTPASS. This is a system that lets you minimize the amount of time waiting in line at
certain attractions by assigning you a specific time to enter the attraction.
Online Reservations and Tickets.
*** Unique activities only at Tokyo Disneyland ***
Guest are allow to wear and Cosplay any character that is from Walt Disney studio with rules and
condition apply (there is no age restriction unlike other Disneyland). However only in special
occasions e.g. Halloween and Xmas.
TRENDS ANALYSIS
1. 99 Lives
Too fast a pace, too little time, causes societal schizophrenia and forces us to assume multiple roles.
2. Anchoring
A reaching back to our spiritual roots, taking what was secure from the past in order to be ready for the future.
TRENDS ANALYSIS (Cont.)
3. AtmosFear
Polluted air, contaminated water and tainted food stir up a storm of consumer doubt and uncertainty.
TRENDS ANALYSIS (Cont.)
4. Being Alive or Staying Alive
Awareness that good health extends longevity and leads to a new way of life.
TRENDS ANALYSIS (Cont.)
5. Cashing Out
Working women and men, questioning personal/career satisfaction and goals, opt for simpler living.
TRENDS ANALYSIS (Cont.)
6. Claning
Belonging to a group that represents common feelings, causes or ideals; validating one’s own belief system.
TRENDS ANALYSIS (Cont.)
7. Cocooning
The need to protect oneself from the harsh, unpredictable realities of the
outside world.
TRENDS ANALYSIS (Cont.)
8. Down-Aging
Nostalgic for their carefree childhood, baby boomers find comfort in
familiar pursuits and products from their youth.
TRENDS ANALYSIS (Cont.)
9. Egonomics
To offset a depersonalized society, consumers crave recognition of their individuality.
TRENDS ANALYSIS (Cont.)
10. EVEolution
The way women think and behave is impacting business, causing a
marketing shift away from a hierarchical model toward a relational one.
TRENDS ANALYSIS (Cont.)
11. Fantasy Adventure
Modern age whets our desire for roads untaken.
TRENDS ANALYSIS (Cont.)
12. FutureTense
Consumers, anxiety-ridden by simultaneous social,
economic, political and ethical chaos, find themselves beyond
their ability to cope today or imagine tomorrow.
TRENDS ANALYSIS (Cont.)
13. Icon Toppling
A new socioquake transforms the world as the pillars of society are questioned
and rejected.
TRENDS ANALYSIS (Cont.)
14. Pleasure Revenge
Consumers are having a secret bacchanal. They’re mad as hell and want to cut loose again.
TRENDS ANALYSIS (Cont.)
15. SOS: Save Our Society
Rediscovering a social conscience of ethics, passion and compassion.
TRENDS ANALYSIS (Cont.)
16. Small Indulgences
Stressed-out consumers want to indulge in affordable luxuries and seek ways to reward themselves.
TRENDS ANALYSIS (Cont.)
17. Vigilante Consumer
The consumer manipulates marketers and the marketplace through pressure, protest and politics.
TRENDS ANALYSIS (Cont.)
APPLICATION OF TRENDS
TOWARDS DISNEYLAND’S
PRODUCTS/ SERVICES/
FACILITIES
99 lives – ATM and Disney FASTPASS Service
Anchoring – Cartoon
Character Parade
AtmosFear-Designated
Smoking areas
Being Alive or Staying Alive—Spa
Cashing Out— Contact information as customers service
Claning—Tour package
Cocooning -- Tickets & Reservations
Down-Aging-- Baby Care Center
Egonomics – Disney PhotoPass Service
EVEolution — Social network
Fantasy Adventure —Fantasy land
Future Tense — gives a gift
Icon Toppling— Function
needed
Pleasure Revenge-- Food
and Beverage Service
SOS: Save Our Society–Environmental Compliance
Small Indulgence – a Romantic Valentine's Day
Getaway and service
Vigilante Consumer—Facebook Fan Page
RECOMMENDATION
CONCLUSION
Section 404
Yuan-Tung O. 5135215Chan Y. 5145832Ploypailin H. 5216376Voravut T. 5311144Natchaleeporn K. 5312682Suphalak K. 5313220Thanachaporn P. 5314521Hsu Mya Eng 5338332Parinda S. 5410768Apichart N. 5415074