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DISNEYLAND IN QATAR - Case Study Example

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Market segmentation and target market have been analyzed as part of market analysis. These will form the basis for the development of positioning strategies that are necessary for the appropriate marketing mix to be achieved. The 4ps, which represents Product, Place, Price and Promotion, have been discussed as part of the marketing mix that will be significant for the theme park to establish a unique position in the Qatari market. The strategic fit between the company’s capabilities, resources and the opportunity has been discussed. These are indicators of competitiveness that justify the need for expansion in to the Qatari market.
The implementation plan highlights the chronology of events that will lead to the establishment of a fully functional theme park in Qatar. It has been included in the marketing plan as a significant lead to the implementation of proposed activities to accomplish particular objectives over a particular period of time. Each activity corresponds to an objective and output. The implementation plan indicates that establishment and functioning of the theme park will take a period of 14 months. The control strategies that will be employed have been highlighted. These are the actions that the management will be involved in to ensure that the objectives are accomplished according to the implementation plan.
Disneyland will establish a 500 hectare park with 10 divisions offering different entertainment activities including horse rides, music, live plays, video and wildlife viewing as well as nature trails. This marketing plan aims at maintaining annual revenue of $3 billion. This will be equivalent to 30% of all revenue generated by all five existing Disney’s theme parks in 2011 (White, 2004). Objectives 1. Maintaining 24 hour services during peak season to maintain high sales 2. Increasing the time customers spend in the park through offering half day free for every two days spent at Disneyland during off-peak 3. Promoting institutional visitation by offering special cost reduction during off-peak 4. Encouraging visitation by locals through discounts 5. Establish customer relation management (CRM) to enable the management to keep in touch with clients 6. To increase income by taking advantage of increased number of customers and tourists as a result of Qatar being the host for FIFA Word Cup in 2022 Mission The overall mission of the organization is to maintain leadership among the global providers of entertainment, and more specifically to establish an ultra modern theme park that will outshine any other theme park in the Qatari entertainment industry. The new theme park in Qatar will offer customer focused services to ensure that people get the best value for their money. Market Analysis Market Segmentation Market segmentation has been an important tool for the success of Disneyland theme parks. It involves division of the market in to various segments that consist of groups of consumers with common characteristics. This practice allows the management to know the ...Show more


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. …
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