Multi-Segment Marketing in Disneyland Dubai

702 Words2 Pages
bulb-icon

Recommended: Disney Strategies to enhance marketing mix in a macro environment

Disneyland is one of the best-known brands worldwide, equally popular among all age groups. As a result Disneyland Dubai applies multi segment marketing in order to pinpoint its customer target market in several categories. Hereby it mostly separates its customers into “geographic, psychographic and demographic groups” (Waltdisneyco, 2011). Although Disneyland theme parks have a loyal customer base of which 70% are returning visitors, Disneyland adapts its strategies to fluctuations in the international demographic and psychographic market to constantly attract new clients. Travels are increasing, individuals are going back to traditional family values and today’s young customers will grow up and have babies of their own. Emerging from this “Disney parks are designed for the value of family life, long-distance travel, major vacation excursions and have grown to attain the status of national popular culture capitals among all ages” (King, 2004).

Disney theme parks and merchandise stores around the world are located in central locations that are simply reachable by locals as well as tourists, young as well as old. Theme Parks
Therefore our target market mostly consists of families with middle or upper income levels. Our theme park fees and merchandises are affordably priced to match our target market average income levels.
Concluding from the market segment research it becomes clear that Disneyland Dubai should not target just one specific target group but apply the concept of multi segment marketing by approaching families thus increasing its profit and revenue

Show More
Related

  • Swot Analysis Grady

    522 Words  | 2 Pages

    Grady improves the health of the community by providing quality, comprehensive healthcare in a compassionate, culturally competent, ethical and fiscally responsible manner. Grady maintains its commitment to the underserved of Fulton and DeKalb counties, while also providing care for residents of metro Atlanta and Georgia. Grady leads through its clinical excellence, innovative research and progressive medical education and training.

    Read More

  • SWOT Analysis

    1974 Words  | 4 Pages

    In strategic planning, strength, weakness, opportunity and threat (SWOT) analysis is a tool used to identify those issues most likely to have an impact on a planned change now and in the future (Laureate Education, 2013f; Marquis & Huston, 2015). A SWOT analysis helps an organization further its mission, vision, and values by ensuring the planned change remains true to these statements.

    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

  • Walt Disney Company Case Analysis

    1433 Words  | 3 Pages

    The Walt Disney Company is a highly diversified media and entertainment company that has been growing by leaps and bounds since its inception in the late 1920’s. In the past few decades, The Walt Disney Company has expanded into numerous markets and diversified its business greatly. The company states that their corporate strategy is targeted at creating high-quality family content, exploiting technological innovations to make entertainment experiences more memorable, and expanding internationally. Upon studying the happenings of the company throughout the years, it is easy to see that the company is executing this strategy well through numerous strategic moves in the industry.

    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

  • Market Research Implementation Plan

    1945 Words  | 4 Pages

    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.

    Read More

  • Swot Analysis Of Diageo

    431 Words  | 1 Pages

    Diageo is a multinational alcoholic beverage company based out of London, England. Diageo is the world's largest spirits producer and a major producer of beer and wine, trading in over 180 countries worldwide. Some of Diageo’s most notable brands include; Smirnoff (world’s best-selling vodka), Johnnie Walker (world’s best-selling blended Scotch whisky), and Baileys (world’s best-selling liqueur). (Refer to appendix I for Diageo’s strategic brands).

    Read More

  • Strategic Analysis Of Dream Park

    1422 Words  | 3 Pages

    The brand image that is created by the park goes with what they portray as they have set up sections that are comprising of the featured movie or show. The cleanliness aspect and the environment creates and delivers a symbolic difference to the whole theme park (Richard, 1993). The management have made their efforts in maintaining the same feeling, as they employees and the staff is dressed and the procedure so the park is carried out in pure joyous manner. They have the shows that have the characters from the movie, especially the stage shows and they are dressed up in the form of the characters giving a jubilant feel to the travellers and the tourists. As there is advancement seen in all market, people and tourists are getting more informed about the entertainment industry they prefer more to their entertainment package (Golob, 2003). With this advancement, people tend to be wise and more informed, raising the bar of standard and requirement that are offered by the entertainment theme park. As the management staff knows that now people are more vibrant and have gathered data about what they will be offered, they are no more interested in listening to the stories and the fairy tales that are described to them (Ashwell, 2015). They have a tendency to adapt to the environment and want to be the part of the whole story. As this requirement has grown in the market, management has successfully made the changes to the strategies they have been implementing and they have been working on. These favourable changes have resulted in displaying the enjoyable changes to the theme park and helps them to changing market requirement and demand (Vogt & Andereck,

    Read More

  • Euro Disney - Analysis of the External and Internal Environment

    1395 Words  | 3 Pages

    In this case there has been a recognition of a trend, which is the trend of people going to theme parks during the weekends for entertainment of them as well as their children. Also here is an existing need for entertainment of this kind. Therefore, an opportunity exists in the European market that Euro Disney could have taken advantage of. However, their failure to pick up signals from the macro environment and microenvironment as well as to position their product accordingly, had negative effects on their operations. A further analysis of their macro and micro environment highlights their malfunction.

    Read More

  • Mandarin Oriental Case Study

    1242 Words  | 3 Pages

    The company’s target market appears to cater to every type of person in the luxury sector. This is reflected with its high class amenities, such as the Michelin restaurants and spas. The Mandarin Oriental International Limited Annual Report 2014 outlined that the leisure travellers have had higher demand recently over business travellers, as well as, “…higher spending leisure customers now making up close to 50% of the Group’s room nights” (Photos.mandarinoriental.com, 2014).

    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

  • Hong Kong Disneyland Case Study

    1721 Words  | 4 Pages

    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

    Read More

  • Marketing: Segmentation, Targeting and Positioning

    1705 Words  | 4 Pages

    Once a business has successfully completed segmentation based on the market into various groups the targets will be chosen. As we all know no one unique strategy will be able to appeal to all consumer segments therefore being able to come up with different strategies for specific targets are a vital aspect of marketing.

    Read More

  • Goldieblox Case Study

    1964 Words  | 4 Pages

    The marketing strategy consists of targeting girls, ages 4-9 years old, to get their parents to buy them the product. They relate to the parents by letting them know they care about their child’s future. It then placed the product in the favorite toy store of all children, to get a foot in the door on its competitors. The company provided excellent service to gain and keep their customers. Their marketing and advertisements of videos and commercials, as well as Kickstarter campaign and television and news interviews, appeal to customers of all ages, which in turn have increased their sales. (Porter, M. 2013)

    Read More

  • Virginia Beach Marketing

    784 Words  | 2 Pages

    . One of the reasons that Virginia Beach has such successful tourism results is due to its use of highly segmented marketing strategy. Virginia Beach marketing utilizes demographic, geographic, and behavioral segmentation to reach their target markets. The use of behavioral segmentation is especially vital to appeal to the various lifestyles of their targets. These targets span a wide range and include singles without children, families, sports enthusiasts, and mature consumers.

    Read More

More about Multi-Segment Marketing in Disneyland Dubai

Open Document