disney parks analysis
TRANSCRIPT
The Key to Entertainment I © HEAT Marketing 2017
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Heather Boyd Erica Webb Alex Lindner Taylor Golsch
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The Key to Entertainment I © HEAT Marketing 2017
Conducted secondary data research using 54 articles from
sources such as Pew, Gallup, BCG, Google Finance and
Trends, Glassdoor and Motley Fool dated from 2002 to 2017
Challenged with the chance to evaluate and understand the marketingenvironment of entertainment powerhouse Disney parks, the issue at hand isfinding just where Disney Parks has the opportunity to facilitate future growth.
54 Articles
From Pew, Gallup, BCG, Motley Fool
and Glassdoor
Spanning15
Years
The Key to Entertainment I © HEAT Marketing 2017
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Disney strives to be one of the world’s leading producers of entertainment through its portfolio of brands. Their profits and revenue have increased every year since 2013. They truly set themselves apart with their world class service and engaging character experiences aimed especially at middle class family with young children. With this in mind they have the opportunity to expand their Disney experience elsewhere, such as the Cincinnati
Zoo, keeping in mind, however, the threat of prime prospects feeling unsteady about the economy.
“The Walt Disney Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its
content, services and consumer products
Middle class families with young children between 3-10
World class service and engaging character experiences
They have the opportunity to expand the Disney
experience to other locations, however the
unsteady economy makes prime prospects hesitant to
spend on leisure
Disney's revenue, profit, and net income
have all steadily increased each year
since 2013
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The Key to Entertainment I © HEAT Marketing 2017
Opportunity:Disney is currently located in only two US cities. Because of their stellar finances, they
have the opportunity to bring the experience to more locations. Bring the Disney
experience to Cincinnati! Have Mickey Mouse, Pluto, and other lovable
Disney animal characters walking around the zoo for photo ops with children who
may not be able to afford to go to Orlando or Anaheim
Threat:In the current economic
climate, many people do not want to spend money on
leisure55
The Armstrongs are a middle class family with 2 children living in Cincinnati, OH. They enjoy going on stress free trips in the Cincinnati area and their kids love going out on adventures and meeting characters they love. That is, when you can get them off their technology. The family is hesitant about the economy and is scaling back their leisure budget, so no Disney World this year! If only they could have a Disney experience here in the tri-state!
*Size of logo is relative to
estimated market share
"Disney" was searched for on Google by
Cincinnati residents more in June 2016 than
any other time in the past five years68
Bottom line: The Cincinnati Zoo has become an even more popular place in the Cincinnati area, and Disney Parks should take advantage of a partnership with the zoo where they license their famous animal characters to the zoo. Families can then participate in an engaging character experience in the tri-state that satisfies their want in a vacation for their
kids to have a personal experience with characters they love. It also takes advantage of their opportunity to expand to other geographic areas and is mindful of the threat of people spending less on leisure, because the Zoo is a much more affordable option for tri-state area residents than packing up and heading to Florida.
at the
Erica Webb
Job: Content Marketing Specialist at Engine23
Education: BS in Marketing, Northern Kentucky University May 2017
Hobbies: Frisbee Golf, reading, hanging with loved ones, binge watching Netflix, Travelling, and playing games!
Role(s): Formatting and design, research
Contact: 859.512.5372 l [email protected]/in/Erica-N-Webb
Alexandra Lindner
Job: Administrative Co-Op at Glass Coatings and Concepts
Education: BS in Marketing, Northern Kentucky University May 2017
Hobbies: Reading, writing, board games
Role(s):Formatting and design, research
Contact: 513.364.8185 l [email protected] / linkedin
Heather Boyd
Job: Market Research Analyst and Assistant at Your Brand Group (YBG)
Education: BS in Marketing, Northern Kentucky University May 2017
Hobbies: Blogging, video editing, reading, traveling
Role(s): Formatting and design, research
Contact: 859.992.7489/ [email protected]/ linkedin
Taylor Golsch
Job: Frontline Lead at Remke Market’s
Education: BS in Marketing, Northern Kentucky University May 2017
Hobbies: Spending time with friends and family, Enjoying the Outdoors, Camping, Traveling, and Singing
Role(s): Formatting and design, research
Contact: 513-658-7047 / [email protected]
The Key to Entertainment I © HEAT Marketing 2017
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Content Page #
Table 1. Internal Analysis- What make Disney Parks strong and weak? 7
Table 2. External Analysis- How can Cincinnati zoo grow? 8
Table 3. SWOT Summary 9
Table 4 & Figure 1. Is Disney Parks Using It’s Resources Well? 10
Figure 2. Disney Parks General Types of Target Markets 11
Table 5 & Figure 3. Positioning- What makes Disney Parks unique and different for prime customers 12
Table 6. Marketing Mix- How does Cincinnati Zoo create, deliver, and communicate their value 13
Sources 14-17
Table 1. Internal Analysis – What makes Disney Parks strong and weak? 7
Company mission: The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information.(1)
Strengths Weaknesses
Company- Walt Disney Co.
1. Has entered a Progressive and Inclusive age46 1. Anti-poaching lawsuit 22
2. Operations in four business segments: Media Networks, Parks and Resorts, Studio Entertainment, and Consumer Products & Interactive Media47
2. 2.4/5 rating for interview difficulty on Glassdoor.43
3. One of BCG's most innovative companies57 3. Hard to move up in the company43
Brand- Disney Parks 1. "Making magical experiences come alive” 63 1. Only two parks in the US44
2. "Goal to be relevant to every guest, every day, every time they interacted with our brand" 63
2. Employee work-life balance can be strained due to long hours 43
3. Recognizable original characters 63 3. Perceived as too expensive67
Product- Park resorts and entertainment
1. Free and user friendly fast pass system44 1. Rivers of Light show delayed 10 months17
2. World class service and services44 2. Restaurant menus are not diverse44
3. Expansions to include Avatar and Star Wars themed areas.17 3. Some rides are dated/old44
Channels 1. Many locations around the world, US, France, China, Japan44 1. Parks routinely fill to capacity during busy holidays66
2. Cruises, excursions, and parks with available park hopping passes44 2. Blocked access to walkways with constant construction 56
3. Open year round44 3. Lack of benches and seating 56
Promotion 1. YouTube channel updated weekly48 1. Difficult to find newest content on their YouTube channel48
2. Facebook page updated with a variety of articles several times a day49 2. Content on Facebook page is not very engaging49
3. Utilizing Tumblr to target younger teens51 3. Content on Facebook and Twitter are identical. Twitter just links to Facebook50
Price 1. Experiences for every price point44 1. Annual price increases on tickets45
2. Seasonal discounts44 2. Parking prices increasing45
3. In state discounts44, Meal plans47, and multi day ticket discount47 3. Demand based pricing makes Disney more expensive during summer and holidays 55
Bottom Line(s): Disney dominates in 4 business segments, especially parks and resorts. Operating on a goal to be relevant to every guest, they offer world class service and services in their many locations around the world. Ever expanding their offerings and original characters they still maintain a price affordable for every price point.
Dated/old rides and crowds that cause the parks to close down due to capacity issues are striking weaknesses of Disney Parks. Their employee work-life balance is strained and annual price increases makes it more difficult to afford a dream vacation.
Florida and
California
Original characters like Mickey
and Cinderella
Table 2. External Analysis – How can Disney Parks grow? 8
Opportunities Threats
Suppliers 1. Partnering leads to mutually beneficial relationship for suppliers and Disney52 1. Outrage over Starbucks on Main Street 18
2. Control over partnering suppliers by making them work within Disney infrastructure52 2. Arrow Dynamics(roller coaster manufacturer who made Space Mountain) bankrupt and out of business. 24
3. Expansion to other areas of the world, such as Cincinnati 3. Relies heavily on US suppliers for all parks worldwide69
Channels 1. Room for expansion around Disney World and around the world23 1. Overcrowding drives visitors away13
2. Huge space:43 square miles56 2. 18 years since a new park was opened at Disney World60
3. Disney owns all land between parks and resorts60 3. Tokyo location is not owned by Disney, but by The Oriental Land Company61
Target Customers
1. Orlando included in top 10 cities that families are flocking to 26 1. Customers upset about Twilight Zone ride makeover20
2. Want a seamless/stress free vacation experience 64 2. Many families have very busy schedules and may not be able to take the time to go to Disney28
3. Psychologists find it is better to spend money on family vacations than toys for children22
Enjoy an engaging time with characters that they love70
3. Children have short attention spans and do not like waiting in line 30
Competition 1. Forced to buy hopper tickets at universal if you want the full Harry Potter experience at Universal54 1. Cedar Fair parks in California such as Knotts Berry Farm, California's Great America21
2. Disney ranked number 1 Most Powerful Brand in 2016 31 2. Cheaper tickets at Universal studios54
3. Biggest player in the amusement park industry 32 3. Six Flags or Cedar Fair looking to expand to Florida25
Society and Culture
1. People want to travel the world these days and learn about culture 1. Declining theme park attendance55
2. Over one million Millennial females become mothers each year 33 2. In 46% of two-parent households, both parents work, leaving little time for vacation. 34
3. Children are now looking at the Internet at younger ages, making them easier to directly market to36 3. The number of people with Anxiety increases each year39
Economy 1. 47% of Americans think the economy is getting better58 1. Economic funk leads to less money spent on leisure 55
2. Trend to positivity over current overall economic situation58 2. People unsure about economic future58
3. Economic confidence which promotes spending58 3. Confidence in economy is down since January58
Political & Legal
1. Political tension causes people to need a vacation38 1. People constantly waging lawsuits53
2. Encourages tourism because people will come from all over the world to go to a Disney park42 2. Political instability27
3. Royalties paid by Euro Disney to Walt Disney are substantial42 3. People offended by Moana Halloween costume, claim it is racist41
Tech., Comm., & Transportation
1. Disney strives to be at the forefront of technology innovation for guest experiences63 1. 29,108 automobile accidents in Orange County, FL in 2016 35
2. In Cincinnati, people Google searched"Disney"more times in June 2016 than any other time period in the last 5 years 68 2. Website hacking on the rise 37
3. Improvement in electronic payment/ordering methods29 3. Harder to reach people through TV ads40
Natural Environment
1. Average temperature in Disney world is degrees62 1. Profits fall when hurricane season is particularly strong45
2. Average annual rainfall is only 13 inches at Disneyland California62 2. Gator attacks – a child was killed in 2016 19
3. Average temperature in Disneyland is 67 degrees and increasing62 3. Wild snake biting incident in Animal Kingdom53
Bottom Line(s): For people searching for the seamless vacation experience, Disney is the place. People want to travel and see our ever connected planet and Disney has locations around the world. Disney takes advantage of technological advantages to improve guest experiences. Even the gorgeous year round weather is an opportunity for Disney
Negative publicity surrounding gator and snake attacks, high political tension, rising anxiety levels and hurricanes may cause people to avoid Disney parks.
Opportunity to expand to other areas
like Cincinnati
Economic confidence is down in
the US
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Table 3. SWOT Analysis Summary
Strengths Disney dominates in 4 business segments, especially parks and resorts. Operating on a goal to be relevant to every guest, they offer world class service and services in their many locations around the world. Ever expanding their offerings and original characters they still maintain a price affordable for every price point.
Weaknesses Dated/old rides and crowds that cause the parks to close down due to capacity issues are striking weaknesses of Disney Parks. Their employee work-life balance is strained and annual price increases makes it more difficult to afford a dream vacation.
Opportunities For people searching for the seamless vacation and personalized experience with characters they love, Disney is the place. People want to travel and see our ever connected planet and Disney has locations around the world, however they are only located in major select cities so they have to opportunity to branch out and license with other entertainment venues and experiences nation and world wide.
Threats Disney’s biggest threat is people’s lack of confidence in the economy that makes families hesitant to spend money on leisure. Negative publicity surrounding gator and snake attacks, high political tension, rising anxiety levels and hurricanes may cause people to avoid Disney parks.
Bottom Line Despite crowdedness and high prices, Disney has a special place in peoples' hearts. Their recognizable characters and rides that appeal to all age levels make them a vacation destination for families around the world. They have the opportunity to expand their empire to entertainment locations throughout the nation but are threatened by an unstable confidence in the economy that makes families hesitant to spend money on leisure.
World class service and
ever expanding offerings Large
crowds and a strained work-life balance
Branch out and license with other
entertainment venues
Lack of economy
confidence= Families
spending less on leisure
2013 2014 2015 2016
Revenue $45,041 $48,813 $52,465 $55,632
Total cost of revenue $25,034 $26,420 $28,364 $29,993
Gross Profit $20,007 $22,393 $24,101 $25,639
Total selling/general/admin. expenses
$8,365 $8,565 $8,523 $8,754
Total Operating Expense $36,093 $37,378 $39,294 $41,430
Operating income (BT) $8,948 $11,435 $13,171 $14,202
Net Income $6,136 $7,501 $8,382 $9,391
Gross margin 13.62% 15.37% 15.98% 16.88%
Return on investment 17.00% 20.07% 21.33% 22.67%
Return on marketing (estimate)
73.35% 87.58% 98.35% 107.28%
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Bottom line: Disney's revenue, profit, and net income have all steadily increased each year since 2013. Their marketing efforts are clearly paying off because their Return on Marketing is continually improving and was over 100% in 2016.
$45,041.00
$48,813.00
$52,465.00
$55,632.00
$36,093.00$37,378.00
$39,294.00
$41,430.00
$6,136.00$7,501.00
$8,382.00$9,391.00
$0.00
$10,000.00
$20,000.00
$30,000.00
$40,000.00
$50,000.00
$60,000.00
2013 2014 2015 2016
Revenue Total Operating Expense Net Income
Prime Prospects: The Armstrongsmiddle class families with young children between 3-10
Strategic Target: Families with all budget sizes and children aged 3-17
General Target Markets: Families and those interested in travel
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The Armstrongs are a middle class family with 2 children living in Cincinnati, OH. They enjoy going on stress free trips in the Cincinnati area and their kids love going out on adventures and meeting characters they love, that is, when you can get them off their technology. The family is hesitant about the economy and is scaling back their leisure budget, so no Disney World this year! If only they could have a Disney experience here in the tri-state!
Company mission/purpose/vision: “The Walt Disney Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products
Competitive Advantages
Customers needs Positioning benefits
1 World class service Want a seamless/stress free vacation experience
World class service
Engaging character experiences
2 Engaging character experiences
Personalized experience with characters they love
3 Parks located around the world
People want to travel the world these days and learn about culture
4 Experiences for every price point
Economic funk leads to less money spent on leisure
5 Park Hopper passesthat allow excess to several parks in one day for a discounted rate
Many families have very busy schedules andwant to experience vacations fully but quickly
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World class service
Engaging character
experiences
Poor service
Few chances to engage with characters
Bottom Line: Disney Parks are some of the best theme parks in the world for a reason. Their competitive advantages set them apart from the competition and directly align with customer needs. Most notably in their world service leading to a seamless vacation and engaging experiences that give customers the personalized experience they crave with characters that they love.
*Size of logo is relative to estimated
market share
US, France, China, Japan!
Seasonal discounts,
meal plans, etc.!
Confidence in economy down since
January
In 46% of two-parent
households, both parents
work
Table 6. Marketing Mix- How does Disney Parks create, deliver, and communicate their value
Company mission/purpose/vision: The Walt Disney Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products
Product Price Promotion Place
1 High quality service Seasonal discounts YouTube channel updated weekly
Open year round
2 Free and easy Fast Pass system In state discounts Facebook page updated with a variety of articles several times a day
Parks in multiple countries
3 Rides and attractions themed after popular franchises and characters
Experiences for every price point
Utilizing Tumblr to target younger teens
Located in warm-temperature places
4 International Meal plans Active on Twitter daily
Located in major cities
5 Family friendly Discounts on multi-day park tickets
High engagement on social media posts
3 locations in Asia
Bottom Line:
Disney creates, delivers and communicates value by offering a special experience for every price point. Their family-oriented parks offer high quality service, efficient ways to skip the line, and recognizable characters year round all around the world.
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17. Munarriz, Rick. (2017, February 9) How High Will Disney World Ticket Prices Go This Month? Retrieved from: https://www.fool.com/investing/2017/02/09/how-high-will-disney-world-ticket-prices-go-this-m.aspx
18. Bricker, Tom. (2012). In Defense of Starbucks on Main Street. Retrieved from: http://www.disneytouristblog.com/starbucks-main-street-bakery-disney-world/comment-page-2/
19. Willingham, AJ. (2016, June 16) Harambe’s death, the Disney gator attack and online outrage. Retrieved from: http://www.cnn.com/2016/06/16/health/gorilla-gator-attack-compare-trnd/
20. Ng, David. (2016, July 23) Disney makeover for Tower of Terror causes fan freak-out on social media. Retrieved from: http://www.latimes.com/entertainment/herocomplex/la-et-hc-tower-of-terror-fan-outrage-20160723-snap-htmlstory.html
21. Cedar Fair. Our Parks. Retrieved from: https://www.cedarfair.com/our-parks
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23. Google Maps
24. Sahagun, Diana. (2002, April 9). Thrill ride firm went bankrupt in December. Retrieved from: https://lasvegassun.com/news/2002/apr/09/thrill-ride-firm-went-bankrupt-in-december/
25. Munarriz, Rick. (2016, October 24) Is Six Flags or Cedar Fair Coming Down to Florida? Retrieved from:https://www.fool.com/investing/2016/10/24/is-six-flags-or-cedar-fair-coming-down-to-florida.aspx
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27. Azikiwe, Abayomi. (2016, November 8). Race and Class in America: Social Unrest and Political Tensions in the Wake of the 2016 Elections. Retrieved from:http://www.globalresearch.ca/race-and-class-in-america-social-unrest-and-political-tensions-in-the-wake-of-the-2016-elections/5555671
28. Pew. (2015, December 17). Parenting in America. Retrieved from: http://www.pewsocialtrends.org/2015/12/17/parenting-in-america/
29. Press Trust of India. (2017, February 22). Digital payments industry to hit $500 bn by 2020: GSMA-BCG. Retrieved from: http://www.business-standard.com/article/pti-stories/digital-payments-industry-to-hit-500-bn-by-2020-gsma-bcg-117022201296_1.html
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