Consumer Behavior And Marketing Strategy

The case “Euro Disney: First 100 days” talks about the issues faced by the Walt Disney Company when expanding to international borders. The case begins with the history of Disneyland and then describes the reasons behind its success and expansion to various states across the country. It then describes the success of Tokyo Disneyland, first Disney theme park outside America and the factors affecting it.

Today, the Walt Disney Company is highly diversified - it is divided into 5 major business segments: Studio Entertainment, Parks and Resorts, Media Networks, Consumer Products, and Internet & Direct Marketing. Since this paper stresses on only one strategic business unit of Walt Disney, Parks and Resorts, the following discussion of the elements of marketing mix will be with respect to this SBU only.

The Walt Disney Company has seen their share of success in taking their parks and resorts into global markets. “60 years ago, the first Disney theme park opened, in California and was the brainchild of Walt Disney himself, who was motivated by the lack of entertainment options available to him and his two young daughters.” (Forbes, 2016). Disneyland California penetrated the market rapidly, and its popularity led to the opening of Disney World in Florida, followed by global expansion in Tokyo, Paris, and Hong Kong. Their latest expansion came in June 2016, on a 963 acres’ site in Shanghai, China (Xu, 2012). After one year in operation, Shanghai Disneyland is outpacing their most optimistic projections, and the park’s

Globalization. Walt Disney Products and Services are found all over the world in different forms and areas. Disney has focused on growth internationally in the last few years. As a global brand, Walt Disney International provides oversight of the company’s

The Walt Disney Company’s business model is to create value by providing family entertainment to people all over the world. The company owns television networks and various production studios as well as many different parks and resorts that provide families with the opportunities of creating memories. The company also offers consumer products and interactive programs that provide families with further entertainment. By offering consumer products like toys, DVD’s, books, and many others, the company goes into the customer’s home and provides permanent entertainment. The company’s eleven parks and forty-four resorts are spread all over the world and provide the company with customer value

In spite of the popularity of Disney’s iconic characters and the immersion into their world that park-goers experience, Disney’s expansion outside of the United

Abstract Walt Disney has created an unforgettable project that make himself an unforgettable legend. Walt Disney is an entertainment company where it is publishing all round the world wild. Walt Disney has divided into two segment between media networks and amusement park, both consist same theme that creates a dream for kids to go. Disney land theme park is located all around different countries, for example USA, France, china and Hong Kong etc.

The key facts presented in the ?Walt Disney Around the Globe? case study presented by Ferrell, Hurt, & Ferrell, 2009, discussed expansion and more specifically globalization expansion into international markets. The key facts presented were the history of The Walt Disney Company. Disneyland first opened in 1955 in Anaheim, California with a second location opening in Orlando, Florida in 1971, and the barriers and issues faced when opening international Disneyland theme parks. After enjoying the American successful ventures the company looked to global expansion to build on their brand image. Brand image is the image of the product of the company and

Walt Disney is very popular in every family and it’s all because their special cartoon characters. However, they are not only cartoon animator but it’s a diversified company in media and entertainment in terms of theme park, resorts, products and studio. They corporate values are controlling across their diversified business units. Top of product and service, they share and support to every part of chain for example, their imagine creator supports special effects in their movies. Their synergy department support projects across the entire chain. For Disney stores, limited edition products are offered by theme parks in terms of marketing support. They proved their success through company’s diversification and acquisition strategies. Apart from

Hong Kong Disneyland, opened to visitors in 2005, is one of the two largest theme parks in Hong Kong. It successfully brings magical experience of Walt Disney to all the visitors just like other Disneyland around the world.

The lifecycle of Disney begins with a great story. The story of Disney itself is filled with characters, costumes, and lessons. Disney is known to usually start as a movie and eventually becomes books, merchandise, sequels, TV shows, and of course theme park rides. The fantasy world itself and what the theme parks offer is what specifically catches the visitor’s attention to want to come back again. Throughout all of Disney advertisements regarding their parks, they display happy children, words that imply Disney will change your life, and any more inspiring, encouraging words which lead children to think that they must go to the place where their dreams come true. They find a need to feel a

Disney’s target market consists mainly of family-oriented Asian tourists, primarily those from mainland China, Taiwan, and Southeast Asia. The mainland China accounted for large number of incoming visitors. At the time of Hong Kong Disneyland’s establishment, Hong Kong already enjoyed booming business and tourism sectors, but the government believed that the latter would be invigorated by the creation of a then absent “family tourist” niche. Below are the

1. Consumers are often` confronted with incomplete information. How do consumers deal with incomplete information for (a) attribute values (b) brands? (give examples)

Consumer behavior is the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would. Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.

Hong Kong was a prime tourist destination for a large number of people from the mainland. Disney focused on people from mainland, the local residents and