Disney Marketing Expansion

5.0 Marketing the Expansion (See Yin Yee, 4518428)

5.1 Importance of Marketing Consideration to Business Projects (See Yin Yee, 4518428)

Marketing play an important role when it comes to expanding Disney’s business internationally. Marketing is defined as understand what customers’ needs, promote a product or service to potential customers and create value for customers in order to obtain the profit (Palmer 2004). According to Armstrong and Kotler (2013), indicates that the objective of marketing is to satisfy the customer needs and wants, to develop product and services that create value for the customers and build a stronger customer relationships. Furthermore, Disney Company should consider to take marketing as it is a large international

There is a huge potential market for entertainment in Dubai. Besides, Dubai is also known as the most visited cities and the fast growing population in the world (Dubai Tourism 2007). The high population of growth can be an benefit because it has increased potential chances of more people visiting the Disneyland especially families with children. This will help Disney to generate more revenue due to the large demand from the public. As stated by Michael (2006), one of the main aim of Disney Company is to build in a country that able to attract more visitors to achieve more revenue. Hence, Disney has targeted people of different ages which are children, teenagers and parents. The main target market for Disneyland Dubai is families with children and family-oriented tourists. Besides, Disney aslo targets higher income families who want to have fun and enjoy their high standard of living. Nevertheless, Disneyland is more concentrating on the parents because parents often have the control of purchase decision. This strategy targets families with children as well as parents who like Disney movies and other consumer products in order to gain in the theme park attendance, annual revenue and high hotel occupancy

Thus, Disney Company makes careful plan for the development of a new theme park. Disney builds product and service strategy is based on the customer needs. Disney tries to cater to families with children who want to visit Disneyland. Disney also offers the highest quality of products and continually improving their services which helps to create more business opportunities (Zhang 2009).

Disney should use promotion and advertising strategy to attract more customers’ attention. Disneyland can introduce different promoting campaigns in different zones of Disneyland. For instance, promotion in the souvenir store to attract tourist visitors and offer family meal packages in restaurant to attract family to dine in. Disney advertises through television, newspaper, radio commercials, internet and mobile