Walt Disney Resorts. Theme Orlando main resorts attendance statistics 2008 Source: EAR/TEA What Makes Disney World such a successful enterprise? What.

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Presentation 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?

Agenda

Place- Channels of distribution Ticket on admission Disney Stores 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 Family celebration of important events Give a day Get a Day Babysitting and Supervision of kids for vacationing parents Discounts Days with characters Fun rides Kid’s Nite out Children’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: ConsumerCostCompany Goals Competition Product Benefits/ QualityDevelopment/ Production FitDifferentiated Price ValueContributionProfitRelative standing Place Service Quality Expectation MarginsSQLRelative SQL Promotion ImageProductivityMarket 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