Tokyo Disneyland SWOT Analysis, USP & Competitors

Posted in Tourism and Hospitality, Total Reads: 4594
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SWOT Analysis of Tokyo Disneyland with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Tokyo Disneyland

Parent Company

The Orient Land Company

Category

Amusement Park/Theme Park

Sector

Tourism and Hospitality

Tagline/ Slogan

Where Dreams Come True; Magic Kingdom

USP

The oldest and the most popular Disneyland theme park in Asia

STP

Segment

Tourists from Japan and other neighbouring countries

Target Group

High income group families from Japan and other Asian countries

Positioning

An amusement park that offers something to all the members of the family

SWOT Analysis

Strengths

1. It is the first Disneyland Park to be built outside USA
2. It was built by the Walt Disney Company. Although it is not owned by the Walt Disney Company, it has a very strong brand association.
3. It is amongst the world’s most visited theme park.
4. It serves as an alternative to Disneyland for people living in Japan and neighbouring Asian countries
5. Boasts of having approximately 15 million visitors every year

Weaknesses

1. This is the only Disneyland Park that is not managed by the Walt Disney Company.
2. South East Asian countries are fast developing as popular tourist destinations and are providing alternatives to the Asian tourists.

Opportunities

1. The neighbouring countries of Japan have a huge population, which can be seen as potential visitors.
2. The tourism industry is flourishing in the Asian countries.
3.Innovative offerings have the potential to draw huge number of visitors.

Threats

1. The Disneyland in Hong Kong is a threat as the target segment of both is more or less the same.
2. Unfair comparison to the original Disneyland can draw criticism.
3.Japan is not as popular a tourist destination as some of its neighbouring countries. This might affect the number of foreign visitors.

Competition

Competitors

1. Disneyland, Hong Kong
2.Sentosa Islands
3.Genting Highlands, Malaysia



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