Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Disneyland

Stuffffffff
by

Nicholas Kan

on 27 July 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Disneyland

Disneyland
Andrew Quan
Nick Kan
Jeff Nguyen
Jenessa Wittles
Eiling Fernandez
Stacey Tsuboi
Marketing Strategy
Company
Customers
Differentiation
Competition
SWOT Analysis
Macro
Environmental
Factors
The 4 P's
Walt Disney began
Natural
Environment
Economic
Environment
Walt Disney began planning Disneyland during the late 1940s
Price
Strengths
Product
Disneyland opened on July 18, 1955
Place
Promotions run throughout
the year
Promotion
Technological
Environment
Family life-cycle
Single-Unmarried (example: college students)
Married with children
Retirement
Family
Diversification of company --> no centralized leader or organized management
Weaknesses
Disney School of Management and Training
Opportunities
As technological innovations increase, it will be harder to protect intellectual property
Threats
Accessibility
Earlier Showtimes
Specialty promotions for Seniors
Seniors (55+)
Monetary Issues
Excitement
"More for the Money"
College Students
H
Rising inflation rates lead to higher costs --> ultimately higher admission prices
Expansion of Universal Studios Theme Parks ex: Harry Potter
California state regulations -- changes in taxes, wages, and environmental standards
Lagging US economy
Overdependence on Calif. resident market ex: accounts for 75% of revenue
limited land space to build new hotels and rides
Strong brand recognition ex: ranked 9th in top 100 brand names
Strong financial background
cost of R&D
Global Localization: think global, act local
Invest in green marketing
Popularity of superhero franchises --> acquisition of Marvel

Disneyland going green
Climate and energy
switch to natural gas and usage of recycled cooking oil
Waste prevention
Stays on the cutting-edge of tech
Five-year Development cycle for rides and attractions
Technology + Safety
Audio Device for guests with Visual Disabilities
Innovations
2008 Recession
Higher unemployement
Reductions in spending
Manmade Rides and Attractions
"One-stop-shop"
Services for everyone
Yet, Disneyland continues to increase its attendance from 2008 to 2010
Disneyland is the second largest amusement parks worldwide in terms of annual attendance
2008: 14,721,000
2009: 15,900,000
2010: 15,980,000
Disneyland is located at Aneheim California, Orange County
Part of Los Angeles Metropolitan Area
Accessability
Disneyland is accessible through:
Train
Bus
Car
Shuttle services
TV advertising
Internet
Travel Agents Network
Opinion Leader
Print
Use of Medias
Mission Statement: To be one of the world's leading producers and providers of entertainment and information
Services
Image
Immediate competitors in the Southern California Region, which also target children and families
Price Competition
For adult one-day admission ticket
$125 for just a one-day park hopper pass
Disneyland is 24% higher than the second most expensive admission cost.
Universal Studios Hollywood offers a “Buy a Day, Get 2012 Free” pass for a price of $80.
LegoLand’s tickets, $95
SeaWorld San Diego’s, $73
Knott’s Berry Farm,$58
Brand Competition
Disney has an exceptionally strong brand in the theme park industry and nearly unparalleled.
LegoLand - customer demographic is not as widespread as Disney
Universal Studios are progressively making strides in taking back some of the market share
Wizarding World of Harry Potter, in June 2010, at their Orlando, Florida location
Festivals
Christmas
New Year
Leap Year
Halloween
Special Events
Premium pricing strategy
Discount pricing approach
"the more you play, the less you pay"
Disneyland's 50th Anniversary
Star Tours
Mickey's Soundsational Parade
World of Color
New Attractions






Attendance Boost


Increasing Loyalty
Segmenting
The Disney Cast Member Promise:
1. I project a positive image and energy.
2. I am courteous and respectful to all Guests, including children
3. I stay in character and play the part.
4. I go above and beyond.
Full transcript