Swot Analysis Of Disneyland

Table of content

1.0. Introduction: 2

2.0. Micro and macro environment analysis 3

2.1. SWOT analysis: 3

2.2. PESTEL analysis: 3

2.3. The principle of competitive advantage: 4

3.0. Disneyland build value to customers and stakeholders 5

3.1. To customers: 5

3.2. To stakeholders: 5

4.0. Ps of marketing mix in Disneyland 6

4.1. Price: 6

4.2. Product: 6

4.3. Place: 6

4.4. Promotion: 6

5.0. Buyer and customer behaviour understanding: 7

6.0. Segmentation, targeting and positioning: 7

6.1. Segmentation: 7

6.2. Targeting: 7

6.3. Positioning: 7

7.0. Conclusion: 8

8.0. References: 9

1.0. Introduction:

Upon review the achievement of Disney that is a multinational mass media conglomerate, which has been in a second place in television and cable ones. The

Disneyland activities will be confined in countries where have tight-lipped policies.

Disneyland is not prevalent in some countries where has no stabilities.

Economic Global economic crisis handicaps growth.

With the development of living standard, demand for leisure entertainment is enhancing.

Disneyland cannot survive in a shortage of economy country.

Social Many regions are prone to foreign products means that their consumption taste is growing.

Diversified culture’s intervention results in contradiction.

Customer’s preference would change with the elapsed time.

Technological Technological advancements provide convenience to customer, such as online tickets purchasing.

It takes competitive advantage of having more them parks.

Environmental To avoid being scrutinized by environmental groups in Paris, they encourage employees to use public transport for reducing fuel emissions.

In Hong Kong, the appraisal report shows the environmental influence can be controlled but the fact is over 87000 steres of lands are polluted(Mbalib, 2014).

Legal Mickey Mouse as intellectual property of Disney corporation always have financial arguments with local

They can improve that by expanding their business in spite of challenges from rivals. In policies, Disneyland activities are restricted and its stabilities changes with the economic development. With the emergence of social problems, people’s preference has altered. Although technological advancements can improve their systems, it cannot tackle the environmental problems. Disneyland has done very well with regard to customers and stakeholders concerning from all perspectives, so they have fulfilled corporate social responsibility. Eventually, they can segment markets into three types according to understanding of consumer psychology, which is accompanied by massive advertisements promotion, variable entertainment leisures, flexible ticket prices and international