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

Agenda

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: