Posted in Tourism and Hospitality, Total Reads: 11122
SWOT Analysis of Disneyland Park with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
The Walt Disney Company
Tourism and Hospitality
Where Dreams Come True; The Happiest Place on Earth
The first amusement park made for both adults and children
Local as well as international tourists
High income group families
Amusement Park for children as well as adults
1. This is the oldest and the original Disneyland Park 2. This is the world’s most popular brand in the category of amusement parks 3. It has a larger cumulative attendance than any other theme park in the world 4. Has a very wide range of offerings suitable for all age groups and personality types 5. Attracts close to 16 million tourists every year 6. One of the top-of-the-mind amusement and recreation parks in the whole world 7. Strong brand equity and visibility, and strong brand backing of Walt Disney
1.It has a very diverse product portfolio with several different theme parks and hotels, which makes centralized management and monitoring very difficult. 2.Incidents and accidents over the years have been problematic
1.The flourish of the travel and tourism industry offers excellent prospects 2.A huge opportunity exists in the company’s ability to build innovative new attractions that bring the imaginary world to life 3. The company’s ability to leverage on the huge popularity of the brand also offers an excellent opportunity 4. Special offerings to tap tourists specially from the emerging economies
1. Local competitor, Universal Studios is gaining huge popularity. 2.The various theme parks opening throughout the world have the potential to steal away visitors. 3. In the absence of constant innovation and upgradation, the Disneyland runs the risk of losing its charm.
1.Universal Studios, USA 2.SeaWorld Parks 3.Genting Highlands, Malaysia
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