Running Head: DISNEYLAND IN QATAR Name of student: Topic: Lecturer: Date of Presentation: Executive Summary This report highlights the internal and external situations of Walt Disney Company’s theme park. Some important aspects of the internal situation have been discussed; including the company structure, product line, current market as well as the company’s distribution and supply chain…
The strategic fit of the market opportunity to the company’s capabilities has been highlighted. The report ends with the identification of a market opportunity in the Qatari market that is worth pursuing, which becomes the stated objective of the global marketing strategy plan. Introduction For organizations to maintain competitiveness, they need to adapt to the diverse needs of customers as well as the communities within which they operate. Foreign investment is a costly move that requires a large capital outlay. An organization has to set strong marketing strategies to enhance its survival. It is important to evaluate the important aspects of the internal environment that may influence success such as the organizational structure, the product line which is the theme park in this case, the status of the market, as well as the distribution and supply chain. Moreover, assessment of the external environment is significant in the planning process especially when the organization plans to venture in to the global market. The PESTEL analysis helps managers to set strategies to cope with challenges in the operating environment. The SWOT analysis helps managers to capitalize on their strengths to utilize available opportunities as well as to realize the weaknesses that need to be addressed. It is also an important planning tool for establishing potential threats in advance. These analyses will be significant in determining the strategic fit of Disney to establish a theme park in the emerging Qatari market. Internal Situation Company Structure Walt Disney Company operates in a functional structure with several affiliates and subsidiaries in different countries globally. The various sections include; theme parks, resorts, media networks, amusement studios, consumer goods and interactive media services. These sections provide different products under centralized management. Disney’s theme parks control a wide resource base with regards to materials that are significant in generating value for customers (Keller, 2001). Tangible assets are supplemented by intangible assets such as a strong brand name, brand equity, patent rights and customer loyalty. Each resource is uniquely positioned to serve a particular group of consumers and hence difficult to imitate. Disneyland was able to strategically develop capabilities that can be utilized in a competitive environment, for example, copyrights have helped in the retention of profits for every character in its studios (Capodagli & Jackson, 1999). Disney’s Theme Park The theme park comprises of mainly entertainment attractions and rides suitable for family leisure. The theme park entertainment is suitable for adults and children. Generally, creativity management has been significant in the success of Disney’s theme parks (Mulcaster, 2009). The theme park strategy was developed in 1952 and took advantage of the tremendous impact of television in awareness creation among consumers. Since then, the eleven theme parks have been established globally mainly in the US, Europe and Asia. Innovation and target oriented approach have significantly contributed to the growth of the Disney theme parks (Wasko, 2004). Current Market for the Theme Parks The current market for Disney’s products is based on people’s willingness and ability to spend on entertainment and leisure. The them ...
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This paper presents the marketing plan for the opportunity identified in the emerging market of Qatar for the establishment of a Disneyland theme park. It highlights the strategic objectives as well as the mission statement of the company with regards to the proposed theme park.
“The fancy world of cartoons absorbed hundreds of millions of customers every year. Following Disneyland’s great success, theme parks were like mushrooms after the rain” (Surhone, 2011). In last couple of decades, the theme park business had experienced extraordinary growth globally.
The author (unknown), primarily focuses on the cultural issues faced by the organization, when the organization started its overseas operations. The introductory section of the study starts with the dilemma faced by Frenchman Philippe Bourguignon as he took over as chairperson of in 1993 of Euro Disneyland.
Established in 1990, the business has proved to stand the test of time as it is among the most outstanding businesses in the area. The reason behind its inception during that time was to provide a healthy environment through the provision of clean apparels.
This same study aims to improve on the research results of the two previous studies cited above which are a decade apart. It is worth mentioning that after almost a decade also, this particular study on Qatar Airways’ nation and tourism branding will add up to the body of knowledge in marketing for the airline industry.
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The company provides services and hardware like handsets, communications equipment, and other accessories are form reputed brands. It has already made a successful presence in UK and European markets. The company would like to tap the huge potential of the Asian markets and plans to make its presence felt first in India.
This study would be beneficial to the management of Tokyo Disneyland and other theme parks. This may provide information on the best way of how to make their theme parks more marketable.This research venue for this study will be in Japan only, specifically, in the vicinity of Tokyo Disneyland.
The marketing plan below discusses the target markets for the product and how the target markets should be segmented and positioned in the market. The distribution and growth strategies are discussed accordingly in the
Therefore, it is favorable for the Korean foods because they will continue to be in the market for a long period due to enough finances to market and make products that satisfy their customers.
8 Pages(2000 words)Case Study
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