Disneyland Park SWOT Analysis, Competitors & USP

Posted in Tourism and Hospitality, Total Reads: 20071

SWOT Analysis of Disneyland Park with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Disneyland Park

Parent Company

The Walt Disney Company


Amusement Park


Tourism and Hospitality

Tagline/ Slogan

Where Dreams Come True; The Happiest Place on Earth


The first amusement park made for both adults and children

Disneyland Park STP


Local as well as international tourists

Target Group

High income group families


Amusement Park for children as well as adults

Disneyland Park SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Disneyland Park :

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.

Disneyland Park Competition


Below are the 3 main Disneyland Park competitors :

1.Universal Studios, USA
2.SeaWorld Parks
3.Genting Highlands, Malaysia

The brandguide table above concludes the Disneyland Park SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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