5.0 Marketing the Expansion (Wong Siu Mei, 4518355)
5.1 Importance of Marketing Consideration to Business Projects (Wong Siu Mei, 4518355)
Disney’s aim is to be the top leader in producing and providing entertainment by using its range of brands to provide variety of services and products to customers (Carillo et al. 2012). Therefore, marketing gives a huge contribution in Disney expansion. Marketing can be defined as a fundamental for marketers to satisfy customers’ needs and wants as well as their desires (Sheth, Sisodia & Sharma 2000). It is also known as a process of understanding, determining and satisfying consumers’ necessities (The Chartered Institute of Marketing 2009). According to Groonros (2006), marketing is a structural process
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Disney resort hotel is located within the theme park for customers to rest after a long day of fun. A themed Disney resort hotel where it has a big-sized toy larger than human, has put people in dazed and amused with it. Disney Imagineers came out with the idea of applying Africa’s beauty and romance at Disney’s Animal Kingdom Lodge and also Victorian affluence for Disney’s Grand Floridian Resort & Spa (Walt Disney World News 2013). In addition to that, Disney has prepared several recreational facilities, dining place, arcade room and playground for family and kids (Walt Disney World News 2013). Disneyland theme park is divided into several parts which are Main St. USA, Adventureland, Tomorrowland, and Fantasyland. They consist of Disney characters such as Snow White, Cinderella, Mickey Mouse and Toy Story (Plowright 2015). In Disneyland, there are cast members that imitate them to give an opportunity for children to capture pictures with their dream Disney characters. Hence, convenient accommodations, facilities and benefits will help Disney to gain profits and increase tourists’ population in the …show more content…
It is a situation where both parties will have benefits. Dubai Disneyland should cooperate with local organizations to help in supplying recreational facilities or transportations in exchange, Dubai Disneyland will allow them to promote their businesses in Disney.
Pricing strategy
Dubai Disneyland should set a reasonable ticket price for all visitors according to average family income internationally. If the ticket price is set at a high price compared to other amusement parks, then this will affect tourists’ decision to visit Disneyland in Dubai. Besides that, Dubai Disneyland should give more discounts for tourists as per head count.
Service and product service strategy
Dubai Disneyland should pay more attention on their employment perspectives. They should employ skilled employees or provide training for all workers to improve Disneyland service quality. As for products range, Disneyland can sell more differentiated and high quality merchandises in Disney shop located in the theme park or by online through apps so that people can buy toys or apparels at one-click and it would be delivered to their
The Walt Disney plans to expand its presence in other countries too mainly the emerging market like China that offers great opportunity. Due to its highly advanced infrastructure and higher population, the Disney already made a biggest investment till date on a development and construction of Disneyland theme park in Shanghai, China. The success of Disneyland Hong Kong and the presence of 330 million people that resides within the 3 hour commute to Shanghai allows the Disney to invest $5.5 billion on this theme park. The Disney CEO states that the park will be open for the visitors in the early The company know its various revenue generating streams very well.
Disney started out as an animation studio targeting children and families, which also represent their currently core target audience. However, in the process of diversifying and developing their company, Disney did a horizontal integration into live action films (For example, Pirates of the Caribbean series). In this manner the company managed to reach new audiences and control a bigger share of the film industry. Horizontal integration can also be noticed when Disney develops material that is not directed toward their target market. This allows Disney to expand business and create a new target market giving them more profit. An example of this is the purchase of Marvel with the film Iron
This was one of the motivating factors in the decision to enter into a joint venture (Hernandez, 2011). In Hong Kong, Disney went out of its way to tailor the park to local tastes (Schuman, 2006). So the obvious advantage of the joint venture for Disney was the close relationship with the local government that Disney formed. Asia is a complicated market and it usually pays to not only have the government on your side, but to have it as a major investor. The Hong Kong government also provided the knowledge on cultural traditions and norms that Disney stressed as important (Hernandez,
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.
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
That is to say, Hong Kong Disneyland offers a uniquely western experience within the confines of Asia. The perception of Hong Kong Disneyland as a global brand can vary depending on the social groups that each consumer identifies as. Mainland Chinese visitors that are unaccustomed to western culture and modernity can feel as though they’ve stepped into a separate western sanctuary where they can fully experience another way of life. The more modern and westernised Hong Kong Chinese visiting the park are able to enjoy their visit in a relaxing
...y characterized by the developmental investments made by the city’s rulers to create a sustainable economy, including two new major ports and the Dry Docks. The globalized era shows that Dubai is consistently taking advantage of the opportunities of globalization, attracting Foreign Direct Investments via the DIFC and real estate. These processes have created a financially stable Dubai with a high GDP and average personal income, and a very low unemployment rate. Critical junctures in Dubai’s history and the decisions made amid them, influenced by the key parameters of the city’s developmental model, have resulted in a Dubai that has established itself as financially dominant in the Gulf region, a center for economic success and opportunity. It’s the dreams and vision of the rulers of Dubai, begun a century ago, that endure today and continue to shape its success.
The government of Dubai made an intelligent decision when it decided to intervene in the destination brand development of that same country. Dubai has been a very successful development project thanks to the many investors that believed in its potential. Also, thanks to the dedicated efforts of the government and tourist. Now, because of the great development many jobs have been provided to the people that live in this great country. In addition, Dubai having grown from a small trading port country to a large international destination, it is now attracting many tourists from all parts of the world, giving them access to this astonishing country.
Mickey is the first thing that comes up to everyone’s head when we hear the word “Disney”. Of course we all have heard of “Disney Land” and “Disney World” or probably have been there on vacation with your family. Or have shopped at their Disney stores before when you were younger. Well, have you ever thought of any possible risks Disney has had or any profit loss they gone through? For being a huge company I believe that they spend a lot of time looking for new things that Disney could change or look at any new improvement they can be involved with. Some risks many companies might deal with can be safety issues, their location spots and nor any profit loss they might struggle with.
Dubai, one of the Emirates that form the UAE has strategically positioned itself as an icon of tourism in the Gulf region. Consistently seeking to be bigger and better, Dubai is home to world famous icons such as the largest shopping mall in the world as well as home to the only seven star hotel. Despite all these, most of the tourist attractions do not focus on maintaining the cultural touch of the Emirate. This means that Dubai’s tourism and hospitality in general lacks the sense of identity especially the Islamic principles that would distinguish it from other places. Integrating the Islamic principles into the industry would entail having hotels and other tourist attractions that comply with the Islamic law like it is done in a country like Kuwait. Such complia...
...ies and a secluded women-only pool for those who wear headscarves illustrate the values of the locals. It also serves halal food and allows for 5am wakeup calls for morning prayers. Another form of western architecture that exemplifies the importance of local and national factors is the Dubai International Airport. It too caters for the Muslim population by supplying separate washrooms, prayer spaces, halal food stores as well as hiring women customs workers for searching any women wearing the head scarf if necessary. For a hotel to be designed in Dubai the exact same way as it would be in the West may prove to be unsuccessful simply because the target market or majority of Dubai’s population would not be catered for. All in all, it is evident that the local, regional and national factors of Dubai do remain exceedingly important throughout the globalisation process.
Dubai has long been known as the trading capital of the Middle East. However, trading isn’t the only profitable and growing industry in Dubai at the moment. Tourism, banking (UAE’s banking system well thought out and sophisticated), transportation, technology, and many others have all seen huge jumps in growth and profit over the years. Rapid growth and profits can be contributed to Dubai’s great infrastructure, and open and liberal economic policies. Other advantages Dubai has are its location, quality of life, and cost
Many employees in Dubai have a different opinion on how the Expo 2020 might affect the country. Abdulla Al Majeed, currently employed at Etisalat, argues how the Expo has its pros and cons. One benefit is that Dubai will have many foreign visitors which will cause the economy to bloom drastically. Dubai will have approximately 25 million visitors; therefore Dubai will make a large amount of money from all of these visitors. Another benefit is that it will provide approximately 270,000 new jobs in Dubai, as stated by the government of Dubai. While the Expo can be beneficial, one downside to it is that the traffic in Dubai will increase by a large amount. Since 25 million people will be visiting Dubai, all the roads will be packed.
This research also gives advantages for Malaysia’s tourism which is they know more information about both of water park. Thus, from the information their have opportunities to decide where to go either Legoland or Sunway Lagoon. As a part from this, the customer can give opinion or comment on any aspect so as what their want and need will approve.
Dubai has got travelers majorly from India and Saudi Arabia, followed by UK, Canada, USA and Philippines. The Dubai’s man-mad...