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

•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