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Disney World

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by

Kara Torzullo

on 3 December 2014

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Transcript of Disney World

Walt Disney World Resort

The 3 Stages of Services
7 P's
SWOT
Strength:
Brand name recognition
Innovation
Originality
Customer Loyalty
Technology

Target Market
Honeymooners
Core and Supplementary Services

Disney World provides an immersive, and "magical" experience for families to come together.

Walt Disney World Resort
Sector analysis
Market Analysis
Marketing Strategy
Pricing Stategies
Theming
Immersion and Experience
Family Bonding
International Outreach
Fan Engagement
Friendly and Welcoming Staff and Hospitable Services
Slogans
Intellectual property valued at $68 billion
Brand loyalty
Revenue per Atendee
Competitive advantage over other theme parks: Universal, Six Flags, Seaworld
Customer Service

Fast pass
Promotions and family packages
5 day ticket versus 1 day ticket
Ticket cost vary depending on age
Gift shops, Hotel accommodations, and Food and Beverage Services
Positive Growth
Following (Tradition)
Affordable
Increase demand for emerging themes of the park

Background
Opened in 1955
The property covers 27,258 acres
27 themed resort hotels
9 non–Disney hotels
4 theme parks
2 water parks
Additional recreational and entertainment venues.

Core:
Supplementary:
Story-themed resorts and amusement parks, including dining, and merchandise
Pre-Purchase:
Comparison with other resorts & theme parks
Advertising on television, magazines, etc. to show what customers may expect
Offers free admission on birthdays to promote
Offer vacation packages
Online access to reservations/ cancellations

Service Encounter:
High contact through whole experience
Ex: Disney characters greeting you
Guests stay in resort and experience park, interact with staff through whole experience. (bellhop-vendors)
Post-Encounter:
Receive promotional discounts via e-mail or post.
Follow-up surveys
word of mouth between other visitors
Product:
"Magical" family experience to enjoy a story-telling themed park and 1st class resort to sleep in (based on family values)
Price
Packages available for all types of families incomes
Discounts:
"All inclusive"
"Room only Reservations"
"Annual Pass holders"
Florida Residents
Value ($100-$200's)
Moderate ($150-$300's)
Deluxe ($300's up)
Promotion
Birthdays
Off-season rates
e-mail, mail discounts
Packages
Annual Pass ($600-$750)
*Virtually Unnecessary*
"we create happiness"
Placement
Flagship: Orlando, Florida

Other Resorts: Paris, Hong Kong, Tokyo, Cruises, California
Process
Focus:
People Processing
Check-in spending the night Dining options

Exploring the parks Interacting with staff

Transport to-and from parks

Checkout
People
Disney's Seven Service Guidelines
The Disney Experience is ALL about people to people (character) contact
Front-Line is very important and quite expansive at Disney World
"Roles"
Care about the customers and know the experience is everything
Make eye contact
and smile
Greet and welcome each
and every guest
Seek out guest contact
Provide Immediate
service recovery
Display appropriate body language at all times
Preserve the "magical" guest experience
Thank each and every guest
Physical
Environment
*Huge aspect of Disney World*
Ambiance Spacial Layout Functionality
Exciting & Playful
Bright, and colorful, attractive to the eyes of children
Sounds of Disney Music heard over speakers
Aromas of restaurants and small vendors
Special Effects at every turn
Resorts, rides, attractions, stores, restaurants spread out to give the feel of an actual magical land
(over 27,000 acres)
*30% used*
Incorporate the themes to be functional into the rides. The small shops are actually real, the Castle is actually a resort to stay in.....
(Dream suite Hotel Room)
Teacup ride, etc.
Weakness:
Weak Management
Opportunities:
Innovation
Technological advances
New markets
International Expansion
Threats:
Intense Competition
Families with children
Vacationers
Khelsey Silberhorn & Kara Torzullo
Full transcript