Disneyland Paris SWOT Analysis, USP & Competitors

Posted in Tourism and Hospitality, Total Reads: 17577
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SWOT Analysis of Disneyland Paris with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Disneyland Paris

Parent Company

Euro Disney CSA

Category

Amusement Park/Theme Park

Sector

Tourism and Hospitality

Tagline/ Slogan

Where Dreams Come True

USP

It is the only Disneyland Resort in Europe

STP

Segment

Children, families and tourists

Target Group

Young children, families living in France and tourists from abroad

Positioning

A park that provides a magical experience to the entire family

SWOT Analysis

Strengths

1. The parent company is the world pioneer in amusement parks and theme parks and has an unparalleled brand presence in the entire world.
2. It is the most visited theme park in France as well as Europe.
3. The Disney characters that feature in the park have a tremendous merchandising capacity and are a great source of income.
4. It is the second Disneyland to be opened outside USA and the first to be operated by the Walt Disney Company
5. Top-of-the-mind tourist destination in Europe with excellent brand presence due to association with Walt Disney
6. Over 15 million visitors on an average visiting per annum

Weaknesses

1.Disneyland, Paris is often questioned for being expensive
2. Incidents and accidents over the years have been problematic

Opportunities

1. The park can leverage on the strong brand presence of its parent brand and can attract more and more visitors from abroad
2. There are fewer amusement parks in France and Europe as compared to the USA; hence Disneyland, Paris has a lot of growth potential
3.The location of Disneyland, Paris is easily accessible to a large proportion of its potential customer base
4. Growing tourism and increasing spending power in the emerging economies

Threats

1.The park invites unfair comparison to the original Disneyland and appears pale in comparison
2.The tourists from outside Europe choose the American Disneyland over the French Disneyland
3.If the park does not keep on adding new attractions, it would lose its charm

Competition

Competitors

1.Parc Asterix
2. Futoroscope, France
3. Disneyland, USA



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