Walt Disney Resorts

Theme Hotels Campground golf courses shopping village a monorail Magic Kingdom Future World World Showcase EPCOT Center 1984 Developmen t of brand through other businesses 1984 Slide Under Construction

Agenda

Customer/ Market Analysis

Customer Analysis

Current Target Market Target Market Florida Residents ResidentsBusinessCorporations Meetings/ Conventions Incentive Programs GroupsUKTravel AgentsYouth 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 CouplesNewlyweds Families 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 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 Gardens Sea World Various Area Luxury Hotels Las Vegas Paris Other Various Destination Cities Theme Park Positioning Map

Age Focus (Older) (Younger) Service / Luxury (High) (Low) Disney World Universal Studios Busch Gardens Sea World Various Area Luxury Hotels Las Vegas Paris 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 groups Weaknesses Currently lacks appeal for teenagers and young adults

SW O T 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 TVHannah Montana Use products of recent acquisitions and/or seek new partners or acquisitions

SWO T 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 Mix 4 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 CONS PROS 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 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: ConsumerCostCompany Goals Competition Product Benefits/ QualityDevelopment/ Production FitDifferentiated Price ValueContributionProfitRelative standing Place Service Quality Expectation MarginsSQLRelative SQL Promotion ImageProductivityMarket penetration Relative position

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