Market Research Implementation Plan

1945 Words4 Pages
bulb-icon

Recommended: Strategic plan for disney

Market Research Implementation Plan

Disney resorts currently exist in numerous locations across the world. In an effort to expand to South America, Disney must determine how potential customers, as well as locals to the Rio de Janeiro locale would feel about the new resort. Disney must utilize marketing research to make this determination, and the following discusses the four types of research methods Disney might use. Determining the research tools is an important step for the company because they are the ones that will be used to collect and analyze the data to determine the needs of the market. The objective is to examine the applicability of four different research tools such as surveys, questionnaires, focus groups and in depth interviews. The analysis will allow Disney to determine the most applicable research tool to obtain data used to make important decisions. There is also a compare and contrast section discussing pros and cons of each tool, as well as an analysis of which tool would be most effective to Disney. Finally, there is a definition of secondary market research as well as a description of how Disney will use secondary market research to determine how the resort would fair in such a location.

Types of Research Methods

Disney will use the several primary research methods to determine whether a new Disney resort would do well in Rio de Janeiro. The first research method will be the use of surveys. These surveys will be two-fold, as Disney needs to find out about current Disney visitors as well as locals in Rio de Janeiro. The surveys can help Disney get an idea of how receptive these two groups are to having a new Disney location. Questionnaires will allow Disney to determine not only how customers feel about...

... middle of paper ...

...sney can use secondary market research to complete the research process. Defining secondary market research shows how such research can effectively supplement primary market research. Disney will use secondary research such as a census of languages in Rio de Janeiro, to help verify whether Disney can benefit the local economy of Rio as well as a study of popular languages in the area, to determine if bilingual staff is necessary. The selected tools will help Disney Brazil become another successful Disney resort.

Works Cited

Burns, A. C., Bush, R. F. (2006). Marketing research: Online research applications (5th ed.).

Upper Saddle River, NJ: Prentice Hall.

IBGE (n.d). Home Page. Retrieved May 14, 2012 from http://www.ibge.gov.br/english/

Wikipedia (2012). Languages of Brazil. Retrieved May 14, 2012 from

http://en.wikipedia.org/wiki/Languages_of_Brazil

Show More
Related

  • Swot Analysis For Red Sox

    809 Words  | 2 Pages

    The methodology of this research project included both qualitative methods and quantitative methods. The qualitative methods were used for primarily background information and specific examples of respondents that would be considered part of the target market. The quantitative methods included a distributed survey and a collection and analysis of the results using statistical software.

    Read More

  • Marketing Plan

    3336 Words  | 7 Pages

    ... look out for high profile contacts and good image building activities especially due to the on going outsourcing concern. As community theatre boards include executive level staff these consulting companies could get high visibility and a sophisticated image by pairing up with something as ?cultured? as theatre. These companies can be requested by the boards of community theaters to sponsor the building and maintenance of the theatre websites in exchange for good PR and contacts.

    Read More

  • Characteristics Of Parklife Festival

    1449 Words  | 3 Pages

    Market research is the process of collecting, analysing and understanding information about a market, for this instance the festival and its service and lets the parklife festival see where there customers are coming from and lets them also see the spending habits of their consumers. Market research will help provide the festival with the relevant data they need to solve their challenges like competitors or trying to attract more customers to the festival. With market research, you have two types of data that can be gathered Primary research and secondary research, primary research is the information that the parklife festival will have either complied themselves or hired someone to gather the info they need. A good idea that the parklife festival could do for primary research would be conducting a questionnaire using their own resources and deciding on how they would question their target market i.e. telephone, direct mail, or personal

    Read More

  • Walt Disney Case Study

    1398 Words  | 3 Pages

    The entertainment industry holds the immense potential for growth and development. The industry is constantly evolving and Walt Disney emerge as a global leader and recognized as the world’s second largest media conglomerate in the terms of revenue after Comcast. The Walt Disney Company is a multinational entertainment conglomerate headquartered at California, United States. The company integrated its products into five target segments are as follows: (1) Media Networks (2) Parks and Resorts (3) Walt Disney Studios (4) Disney Consumer Products (5) Disney Interactive. The company has strong diversified product portfolios and generate high returns and revenues from all the target segments but the media networks contributes

    Read More

  • Market Research Implementation: McDonalds

    1309 Words  | 3 Pages

    We have come to the phase that allows Team A to apply the research tools and implement a market research plan. Team A will review various marketing research tools that are available for researchers to use such as secondary research, secondary on-line research, exploratory research, nondirective interviews, and the Likert scale. Our secondary research is showing that consumers are demanding healthier menu options. This market research implementation plan will develop several market research tools; including questionnaires’ and the Likert scale to verify if McDonald’s consumers genuinely want and will purchase healthier menu items.

    Read More

  • Exploring Walt Disney Company: The Entertainment King

    1511 Words  | 4 Pages

    Disney’s long-run success is mainly due to creating value through diversification. Their corporate strategies (primarily under CEO Eisner) include three dimensions: horizontal and geographic expansion as well as vertical integration. Disney is a prime example of how to achieve long-run success through the choices of business, the choice of how many activities to undertake, the choice of how many businesses to be in, the choice of how to manage a portfolio of businesses and the choice of how to create synergies between those businesses (3, p.191-221). All these choices and decisions are made through Disney’s corporate strategies and enabled them to reach long-term success. One will discuss Disney’s long-run success through a general approach. Eisner’s turnaround of the company and his specific implications/strategies will be examined in detail in part II. Disney could reach long-run success mainly through the creation of value due to diversification and the management and fostering of creativity, brand image and synergies between businesses (1, p.11-14).

    Read More

  • Environmental Factors Of Marketing

    1332 Words  | 3 Pages

    This paper will discuss the five environmental factors that influence global and domestic marketing decisions that organizations must make. These five environmental factors are technology, demographics, government, culture and economics. Companies are affected differently by these factors depending on the industry they are in and the size of the organization. I will be using the Washington Plaza Hotel to illustrate how these environmental factors affect the hotel industry's marketing decisions. The Washington Plaza Hotel is a hospitality business located in Washington, DC. They offer services such as lodging, restaurant, bar, catering and meeting space rental. The Washington Plaza Hotel's major customer base is government, tourist, non-profit organizations, local businesses and some corporate clientele. Let's now take a look at how these environmental factors affect the marketing of the hotel.

    Read More

  • Walt Disney Company Case Study

    1558 Words  | 4 Pages

    One of the key factors of the successful diversification is the very strong branding of the name Disney. That the name was famous after the success in the early years made it among other things possible to go into the theme park industry. Evaluated isolated, the theme parks was a success. But when also accounting for the synergies created, the decision to go into this industry was a huge success. It has created a spiral of synergies, where the characters in the movies get more popular due to the parks, as well as the fact that when people are visiting the parks they get stimulated to buy the merchandise. This is just one example of the synergies that exist in Disney. When Michael Eisner took over control in Disney, he kept focusing on same corporate values as earlier, which are quality, creativity, entrepreneurialism and teamwork. These values have been preserved despite of the size of Disney, and are an important factor in sustaining and building the Disney brand.

    Read More

  • Euro Disney - Analysis of the External and Internal Environment

    1395 Words  | 3 Pages

    Euro Disney’s decision to open its Theme Park near Paris has caused a negative publicity in the sight of many French politicians. In fact, they have objected the existence of Theme Parks in the center of their French culture since the park has been viewed as a visible symbol of the U.S. culture. Although Euro Disney marketers probably choose this location, in particularly France, due to the fact that is the center of Europe and could most probably be the most convenient place for people to arrive and settle in their hotel to be entertained. For instance, people from all over Europe could travel quickly to Paris due to short distance and travel convenience like people from Germany or Spain could quickly and conveniently arrive in Paris.

    Read More

  • Analysis Of The Walt Disney Company

    1325 Words  | 3 Pages

    The market segmentation of Walt Disney is divided into five main segments as follows: media networks, theme parks and resorts, Walt Disney studios, Disney consumer products and Disney interactive (Carillo, Crumley, Thieringer, & Harrison, 2012). As Carillo et al. (2012) continues to explain, media networks encompasses cable, broadcast television and radio networks, aside from digital operations. ABC, ESPN, and the Disney channel are some of the constituents of media networks. Theme parks and resorts, as Russell (N.d) states, include the operation of the Disney World Resort, the Disneyland hotel, the Disneyland Park, the Hong Kong Disney resort, and the Disneyland Pacific

    Read More

  • Multiview Methodolgy

    1313 Words  | 3 Pages

    Secondary research is marketing research based on previously gathered data. By using secondary research companies can evaluate a strategy, based on records of market research gathered from the company itself and different sources over a period of time.

    Read More

  • Marketing Planning

    1984 Words  | 4 Pages

    Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.

    Read More

  • Research Proposal: Exploring the Causes of Teenage Pregnancy in the UK

    2752 Words  | 6 Pages

    Vael, A.J. (2010), Research Methods for Leisure and tourism, A Practical Guide, 3rd Edition, Prentice Hall.

    Read More

  • Marketing Research Literature Review

    1253 Words  | 3 Pages

    Secondary marketing research or desk research is generally used when a company considering, extending a business into new markets or adding new services or product lines, because it already exist in one form or another.

    Read More

  • Project Reflection

    2091 Words  | 5 Pages

    On the other hand, weaknesses existed. The primary research was the most difficult and frustrating sector, for it was difficult to keep in touch with the potential competitors; hence, a chance to learn more and analyse deeper from the potential competitors was missed. To conclude, the result and analysis of primary and market research which was based on the questionnaire was not convincing enough, and it was the main sector which needed to improve in the future.

    Read More

More about Market Research Implementation Plan

Open Document