Disneyland in Qatar (Global Marketing Plan)

Disneyland in Qatar (Global Marketing Plan) Case Study example
Case Study
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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. ...
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