Disneyland Marketing Strategy

“UK DISNEYLAND!” 1. Background:-

The “London Resort Company Holdings (LRCH)”, has declared its interest to develop a first-class theme park in Dartford, Kent dubbed the ‘UK Disneyland’.

The task entrusted is to produce a report as to how LRCH plans to market the theme park dubbed the ‘UK Disneyland’ (the “Project”). It is vital that LRCH should have in place excellent marketing strategies for the Project in order for it to be successful business. The objectives of these marketing strategies is primarily to make profits and this could only be done if it adds concrete value to the Project comparing to competitors and it could sell to a large enough market. 2. Target group:-

Prior to delving into the marketing strategy to be put in place

LRCH would have to attract active customers, customers that like to travel and experience entertaining adventures in theme parks.

5. Pricing strategies

Pricing strategies are also another important factor for marketing. The sources of income for any theme park in the world, are earned from a range of sources, but it is earned primarily from the tickets sales. Statistics show that the ticket sales represent between 49 to 60 percent of the overall revenue for theme parks . This is almost more than half the percentage of the total revenue. This proves that it is essential for LRHC to use pricing strategies, because it helps to acquire potential new customers, it could reduce customer churn, and could also help LRCH to maximize profitability.

There are five different types of pricing strategies:

Premium pricing is setting the price of the tickets higher than the competitors. This pricing strategy that can be effectively used for new businesses, (like LRCH) entering the market and hoping to maximize revenue during the early stages as it is a new theme park, so the park is unique, which means that people would like to come visit the theme

(2016). Disney Introduces Demand-Based Pricing at Theme Parks. [online] Available at: https://www.nytimes.com/2016/02/28/business/disney-introduces-demand-based-pricing-at-theme-parks.html [Accessed 8 Jan. 2018].

TWO REASONS WHY PRICING IS THE MOST IMPORTANT ASPECT OF YOUR BUSINESS

(Priceintelligently.com, 2012)

Your Bibliography: Priceintelligently.com. (2012). Two Reasons Why Pricing is the Most Important Aspect of Your Business. [online] Available at: http://www.priceintelligently.com/blog/bid/157964/two-reasons-why-pricing-is-the-most-important-aspect-of-your-business [Accessed 8 Jan. 2018].

THEME PARK DEVELOPMENT COSTS: INITIAL INVESTMENT COST PER FIRST YEAR ATTENDEE – A HISTORIC BENCHMARKING STUDY

(Scholarworks.umass.edu, n.d.)

Your Bibliography: Scholarworks.umass.edu. (n.d.). Theme Park Development Costs: Initial Investment Cost Per First Year Attendee – A Historic Benchmarking Study. [online] Available at: http://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1072&context=gradconf_hospitality [Accessed 8 Jan. 2018].

JONES, R.

Edexcel IGCSE business studies

(Jones,