DARK

GROUP 24

AUGUST 21, 2020

NOVICE
Table of Contents
INTRODUCTION ..................................................................................................................... 1
OPERATIONAL STRATEGIES .................................................................................................... 1
FEASIBILITY OF OPERERATIONS.............................................................................................. 2
SWOT ANALYSIS……………………………………………………………….……………………………………………………3
PHASE WISE MARKETING…………………..………………………………………..………………………………………..4
MARKETING STARTEGIES ....................................................................................................... 5
BUDGET AND PRICING ........................................................................................................... 6

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GROUP 24
DARK

INTRODUCTION1
The Walt Disney company is to be one of the world's leading products and providers of
entertainment and information. Walt Disney came up with concept of theme park when visiting
varius amusement parks with his daughters in the 90's. He initially bought a 160 acre site in
Anaheim in 1953. Since then Disneyland has undergone various number of expansions and
renovation. Disneyland has a larger number cumulative attendance than any other theme park in
the world.

OPERATIONAL STRATEGIES

● Disney enterprises would be making the theme park more kid friendly and attract more
tourists with the help of employees engagement. In addition they would be wearing
Disney character costumes for better interaction with kids and others.
● We would be remodeling reel life friends character into animated ones, in order to potray
how each and every Disney character has each others back and how they together fight
against evil

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 ● We would be tieing up with international partners for promoting the company and will be
streaming our new movie not only on Disney plus but also Netflix, amazon prime and
hulu to mark the 50th anniversary of Disney.
● Our annual investment budget would be raised to 10 million dollars to enhance and build
more attractions and community welfare center's across the park. We are also in plan to
start our theme park in Dubai due to the number of tourists coming every year and it
would be the first ever in the whole Middle East

FEASIBILITY OF OPERATIONS2
● The goal of Disneyland is to continuously design, implement new fun and exciting
products and rides that attract, amaze their customers. Due to the high reputation of the
company in and out of States has large income this would economically be possible.

● Market survey and research: we understood the market and its viability and realised that
launching famous F.R.I.E.N.D.S in a Disney way would not only attract younger children
but also teenagers and early adults.

● Population and catchment area : we have kept our target market as children but now we
are trying to expand our horizon by not only involving kids into the journey of fantasy
but also teenagers.
● Since the generation of baby boomers the park had a tough time in increasing or boosting
the place but since generation is changing and families are more prone to vacations the
entertainment industry is a hot commodity in market.
● A research and development center would be established to find out what the customer
needs and how we could possibly bring that idea into real life.
● Disneyland has a rich selection of products that attracts tourists, it enables Disney to have
many options and opportunities to expand their products lines.

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SWOT ANALYSIS
STRENGHTS:

Characters – There are a lot of things which help Disney become such a huge conglomerate in
the financial world but the people who helped Disney reach this height were the characters. Mickey
mouse, Goofy, Donald duck, Ariel, and many others are the assets of Walt Disney and are the most
humongous revenue generators. Walt Disney could not have survived without these characters and
hence they form the most important strength pillar in the SWOT of Walt Disney.

Brand image – Walt Disney is regularly listed as one of the best global brands of all time.
Disney started building its brand image by involving children in the 1950’s which was followed
by brand extension due to the creation of Disneyland.

Disney went on leaps ahead and today it is a multi business conglomerate but the image
projected is that of a young child with dreams of his own. Some people may not like
Disney products, but they can never hate Disney.

Diversification of business – Diversification of business is the key strength which will keep
Disney going for a long time. They are present in entertainment, retail, media, Theme parks and
all of these sectors are currently booming. With the standing that Disney products have in each of
these sectors, it is likely that Disney will keep showing high cash inflow in the coming years.

WEAKNESS:

Company is missing out on the online market as all presence is offline – Today’s children
prefer staying online than going out in the real world. Limited target audience – Children are the
biggest influencers in an adults life. However, they are not the revenue drivers. Disney is limited
by its abilities as it has only children as its target audience. With Universal studio also on the rise,
Disney needs to diversify its target and get involved with adults as well. After all, adults are the
one who pay the money.

Character development is slow – Today, There are very few new characters which are generating
revenues equal to mickey mouse or Donald duck. In India itself, Chota bheem and Ninja hattori
have overtaken Ben 10 and other cartoons which are developed by Walt Disney. Thus, developing
more localized characters is a need in the market.

OPPORTUNITIES:

Extend Disney’s presence to developing countries – The Disney store needs to increase its
presence and at the same time, please bring Disneyland to India . This Is off course a personal wish
but Indian market is ready for an adventure such as Disney land. With the location being In the
right place, we are sure that a country like India with a Billion people will lap Disney land quickly.

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Just like India, there are many other developing countries where Disney land can improve its
presence.

THREATS:

Localization – Localization is the biggest threat to Disney. Singapore has Universal Studio, India
now has Adlabs Imagica, Esselworld and other such theme parks, Many other countries are
realizing the value of theme parks and businesses are investing in them.

Changes in values and culture causing a threat to Disney – Children nowadays world expect to
hunt monsters and shoot the villains due to video games and PlayStation. Thus the old values and
cultures are slowly dying and changing. Although Disney has been a guiding light for many
parents, the culture is slowly fading. Disney land will still be a favorite theme park, but the
company needs to reach out to the next generation.

PHASE WISE MARKETING

Walt Disney has touched the heart of many kids and adults. Its theme parks, movies as well as
merchandise make us revisit our golden days when we were children. To make a brand so big
and win the audiences over and over, requires a magical touch.

● Disneyland known to be one of the most profitable theme parks, Disneyland is a once in a
life time theme park where you are sure to be bedazzled. You get to meet all the
characters of walt Disney, go on rides and most importantly experience the magical world
of Walt Disney first hand. It is but natural that with movies and a huge theme park,
Disney have their own merchandise. And hence we enter the third biggest business of
Disney – Disney store which is involved in the sales of all products connected to Disney
clothing, accessories, watches, and what not.
● The tickets of Disneyland, though not cheap, are certainly not that high priced that you
cant visit them frequently. It is quite common to note that several families visit Disney
land many times in their lives to enjoy the park.
● Promotion of Disneyland is mainly holistic. The parks and movies rarely need a push. In
fact people wait in anticipation for the next Disney movie or for their visits to
Disneyland. Promotion is done in an internal manner. For Disneyland, various tours and
packages are promoted which make it easier for people to visit Disneyland. Disney’s
production like movies are promoted through various media.

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MARKETING STRATEGIES:

• Segmentation helps in identifying the groups to be targeted and the accordingly, market is
divided into subgroups with homogeneous characteristics and demand pattern. Walt
Disney company being a leader in its business uses a mix
of demographic, psychographic and behavioural segmentation strategies.

• One of the primary segments of the Walt Disney group is children who are targeted
specifically with their animated cartoons, merchandise, theme parks. However, Disney has
such a big influence on our lives, that even we adults are their target segments now. As the
services offered by the company are meant for different customer groups and therefore it
uses differentiated targeting strategy to serve the customer segments
accordingly. Differentiation is majorly possible due to the creativitity it employes in its
creations. Being the second largest media conglomerate with such high brand value it
garners a high share of heart and share of wallet in the industry. It uses value-
based positioning strategy.

Brand Image: Its famous cartoon characters such Mickey mouse, Donald duck, Winnie the pooh
and many other has created a cult globally. The magical experience created through its T.V
channels broadcasting, moving & animated movies, theme parks and resorts have created strong
brand associations and high TOMA (top of mind awareness).

Creations: The Walt disney has assets which cannot be defined on paper. Instead, they have
won the hearts across the world of children and adults alike. The creations include Mickey
mouse, Goofy, Donald duck, Ariel, Aladdin and many many others. Naturally, these creations
are most competitive and only a few of other media companies have been able to replicate a bit
of the success.

BCG Matrix in the Marketing strategy of Walt Disney-

The company operates primarily in four Strategic business units (SBUs) namely Media Networks,
Consumer Products & Interactive Media, Studio Entertainment, and Parks and Resorts.

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 BUDGET AND PRICING STRATEGIES :
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INDUSTRY OUTLOOK COST

ANNUAL BUDGET $ 10 MILLION
APPROPRIATE TURNOVER IN 2023 $ 30 MILLION
PROJECT INVESTMET 2023 85% INCREASE
PROJECTED SALES 2023 $ 2 MILLION
EBITDA IN 2023 30% RISE