walt disney resorts. theme orlando main resorts attendance statistics 2008 source: ear/tea what...
TRANSCRIPT
Walt Disney Resorts
Theme
Orlando main resorts attendance statistics 2008
Source: EAR/TEA
What Makes Disney World such a successful enterprise?
What has been the Strategic Direction of Disney so far?
Is there a shift in the Direction of Disney?
Can Disney further solidify its position against the competition?
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
1 Brand
Games
Videos
Characters
Music
TV
Movies
Parks
Stores
Disney promotes each entity within the Walt Disney group as a single product/Brand. For. E.g. if Disney wants to spend on making a movie say “Mickey Mouse”, then the Disney stores will produce “Mickey mouse” Tiffin boxes; Disney resorts have “Mickey Mouse” characters; there is “Mickey Mouse” games and TV channels. In short, one product is promoted!!
Promotion- for the entire Disney Market
Promotional Packages for Familycelebration of important eventsGive a day Get a DayBabysitting and Supervision of kids for vacationing parentsDiscounts
Days with charactersFun rides
Kid’s Nite outChildren’s activity Center
Social Media for a matured clientele’
Promotion- for the Recommended Disney Market
Disney is not targeting teens as a dedicated market. Its teen iconic stars are being fast replaced by Universal’s star
attractions.
PROS & CONS
PROS
• Experience in Market Research and Customer analysis
• A global Brand Name • High Marketing Budget,• Investments on Brand by
Mother Company• Variety of promotions
CONS
• Gaps in promotion to the teenage group
• Fading teenage icons• No dedicated promotions
to bring empty nesters
Promotional Partners
My Magic Disney Vacation
Please help me add company names here
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:
•Continue with the same promotional strategy of selling 1 brand through all Units
•Come up with a dedicated strategy to attract teenage population
•Recognize Universal as a key competitor and position accordingly
•Invest in recreating a teenage icon like Hannah Montana