Disneyland Park SWOT Analysis, USP & Competitors

Disneyland Park

Parent Company

The Walt Disney Company

Category

Amusement Park

Sector

Tourism and Hospitality

Tagline/ Slogan

Where Dreams Come True; The Happiest Place on Earth

USP

The first amusement park made for both adults and children

Disneyland Park STP

Segment

Local as well as international tourists

Target Group

High income group families

Positioning

Amusement Park for children as well as adults

Disneyland Park SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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

Competitors

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