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DISNEYLAND IN QATAR - Case Study Example
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. …
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.