MARKETING CASE ANALYSIS

ADIL ZIA AHMAD M . NASER SUGANYA

 What is marketed : Goods : as product Service : them park , resort

 Target marketed : Parents Resort , them park Children school supplies , Disney product Teenager video game , advergamming

 Positioning : The first park ever to construct rides, shows and attraction around separate themes . They built Disneyland not just for children but also for parents .

Segmentation

ABC

Television station

THE DISNEY CHANNEL

ESPN 2,3

SOAPNET

NEWS

CHILDREN

SPORTS FUN
YOUNGER

FOR STAYING AT HOME

FATHERS AND MOTHERS

FAMILIES

 BRANDING :
MORTIMORE MOUSE RENAMED TO MICKY MOUSE

 GLOBLIZATION : Its expanding was outside of the united state and offering them park in France , Japan and china .

SWOT ANALYSIS
Strength : Financial strength Best artist , most innovative creative use of newest technology Weakness : Disney s frequent changes in top management Tremendous amount of employees which leads to miscommunication and chances for bureaucracy

 Opportunities :
Research and development has promised to provide new attraction such as the finding Nemo submarine voyage presenting and under the sea experience for consumers . Threats : Their them park must meet the safety regulations of the countries in which they operate in order to stay in business and maintain their international status .

 VISION : To be one of the world s leading producers and providers of entertainment and information . MISSION : Seek to develop the most creative , innovative and profitable entertainment experience and related products in the world .

 GOAL : Make people happy .