Marketing Strategies of the Shanghai Disney Resort
Shanghai Disney Resort
Brief History and Facts
Investments
Target Market for the Shanghai Disney Resort
Demographic Segmentation
Psychographic Segmentation
The Marketing Strategies of the Shanghai Disney Resort
Product Strategies
Integration with the Chinese Culture
Product Mix
The Major Resort Segments
Entertainment and Recreational Facilities
Pricing Strategies
The Most Potential Customer Segment
Why Chinese Market?
Promotional Strategies
Segmentation for Promotional Campaigns
Selection of Promotional Mediums
Place Strategies
Overall Plan of Shanghai Disney Resort
SWOT Analysis
a.
Internal Environment (Strengths & Weaknesses)
b.
External Environment (Opportunities & Threats)
Failed Market Strategy
Successful Market Strategy
Selection of the Chinese Market
Differentiation
Growth Strategy
Critical Analysis and Concluding Thoughts
Appendices
Appendix 1: Introduction
References
Executive Summary
The Shanghai Disney Resort is an upcoming theme park in China. The resort is being built by the world's largest entertainment corporation -- the Walt Disney Company. Consisting of theme parks, hotels, lake, entertainment district, and recreational facilities, the Shanghai Disney Resort is expected to be opened in December 2015. The major target market for this resort is children with age 4-15 years. However, the company will offer numerous entertainment and recreational facilities for the youngsters and adults as well. The Shanghai Disney Resort is going to be the most expensive theme park and entertainment place in the Chinese market. Therefore, it will only be affordable for the upper middle and higher income groups of the society (The Shanghai Disney Resort, 2013)[footnoteRef:2]. [2: The Shanghai Disney Resort, (2013). About the Resort.]
The Walt Disney Company has effectively designed the marketing mix strategies for its Shanghai Disney Resort. In addition to the major resort segments like Shanghai Disneyland Park, Magic Kingdom-style Park, two themed hotels, and an entertainment district including Storybook Castle and gaming and ride systems, the company will also offer secondary offerings that include restaurants, lake, retail shopping, nightly fireworks, etc. The pricing strategies will be designed by keeping in view the demand for getting this huge investment back in the shortest period of time. The Company will use all the major marketing mediums to promote its products in the local and international markets. These mediums include electronic, print, social media networking sites, official and project-based websites of the company, and outdoor advertising mediums like bill boards, posters, and transit advertising. The company is also enjoying full support from the local government, suppliers, and distribution partners (The Shanghai Disney Resort, 2013)[footnoteRef:3]. [3: The Shanghai Disney Resort, (2013). Fact Sheet.]
On the basis of its core strengths like financial stability, brand image, governmental support, and R&D, the Walt Disney Company will be able to avail the attractive opportunities which are present in the Chinese market (Jenny & Scammon, 2010)[footnoteRef:4]. At the same time, it will be able to encounter the threats and overcome its own weaknesses which can put hurdles in its way of success. The high pricing strategy of the company will bring negative impacts on its business operations whereas differentiation and growth strategies will help it grow in the industry in the most profitable and competitive fashion. [4: Jenny, M. & Scammon, D.L. (2010). Principle-Based Stakeholder Marketing: Insights from Private Triple-Bottom-Line Firms,]
1. Introduction and Background: Shanghai Disney Resort
i. Brief History and Facts:
The Shanghai Disney Resort is an upcoming theme park resort which is targeted to be opened at the end of 2015. The construction of the resort was started on April 8, 2011. The Shanghai Disney Resort is being built by Walt Disney Parks and Resorts -- the fifth major business segment of The Walt Disney Company. It would be the second Disneyland project of the company after Hong Kong Disneyland which was opened to public in 2005. The Shanghai Disney Resort was approved by the Chinese Government in November, 2009 (The Walt Disney Company, 2009)[footnoteRef:5]. The resort is being built in two phases: the Phase 1 consists of Shanghai Disneyland Park, Magic Kingdom-style Park, two themed hotels, an entertainment district, a lake, numerous recreational facilities, parking, and transportation hubs. In the second phase, Walt Disney Parks and Resorts will develop two additional theme parks at the resort (The Shanghai Disney Resort, 2013)[footnoteRef:6]. [5: The Walt Disney Company, (2009, 11, 03). The Walt Disney Company Reaches another Major Milestone on Shanghai Theme Park Project.] [6: The Shanghai Disney Resort, (2013). Fact Sheet.]
ii. Project Overview and Statistics:
The Shanghai Disney Resort will be a place where people would come with their children, families, and friends to enjoy a wide range of recreational and entertainment...
Disney World The first Walt Disney theme park was Disneyland in Anaheim, California, which opened in 1955. The company had been subject to financial constraints that limited the size of the park, but with the idea proving popular Walt Disney began to search for a site where the company could build a much larger theme park. By the mid-1960s, the concept for what would become Walt Disney World was tested at
Marketing Analysis of the Walt Disney Corporation Marketing Mix Industry Influences Environmental Influences in Demand The Walt Disney Corporation started out as a small animation studio in 1923. Originally named Disney Brothers Cartoon Studio, after the founders Roy and Walt Disney, the firm grew and diversified, moving first into live actions films and diversifying with different leisure and entertainment interests either developed internally or acquired (Disney, 2013). A great deal of the firms success sis
The level of the investment also isolated them more in the case of a failure. They paid attention to the wrong details. Disney acted on American views of Europe rather than on native views, which could identify the important cultural differences. It appeared that the managers were too confident in their success to research the small details about European cultures. In planning Euro Disney there were not any contingency plans
In addition, special events should reflect the totality of the target market. Southeast Asian cultures have water splashing festivals for example, which could be used as an attraction to the park. The objective of the festivals should be to drive repeat business, and to give all visitors the sense that they have experienced something special, beyond just the normal park experience. The third recommendation is to utilize membership clubs. These
Compliance with Government Regulations and Current Issues - Initially, this joint venture between the Walt Disney Company and the Hong Kong government appeared successful as evidenced by the huge crowd it attracted since its opening on September 12, 2005 (Great Holidays and Hotels 2004, Giezl 2005). The very next day, Park chairman George Mitchell arranged for the opening of a second park in the adjacent lot. The government required an
Ocean Village is UK-based and is uses the differentiated experience of offering families the opportunity to define their own cruise itinerary (Kwortnik, 2006). There is freedom as to when passengers will eat, what they choose to participate in, and the concept focuses on breaking out of the mold of highly predictable and regimented cruise programs. The two remaining brands, P&O Cruises Australia and the Yachts of Seabourn, each have
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