Disney Cruise Case Study Essay

6582 Words Apr 9th, 2013 27 Pages
Marketing Strategy Development Proposal - Disney Cruise Line

Dave Rothenberg & Kang Liu
Marketing in Tourism and Hospitality
Dr. Ceridwyn King
Temple University
School of Tourism and Hospitality Management

Structure
Executive Summary ……………………………………………………………………………..2
1.0 Introduction ………………………………………………………………………………….2
2.0 Situational Analysis …………………………………………………………………………2 2.1 Internal ………………………………………………………………………………2 2.1.1 Organization Analysis …………………………………………………….3 2.1.2 SWOT Analysis ……………………………………………………………3 2.1.3 Target Market Analysis……………………………………………………6 2.2 External ………………………………………………………………………………6 2.2.1 Porter’s Five Forces ………………………………………………………6 2.2.2 PEST Analysis ……………………………………………………………7
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Disney Cruise Line continues to expand its blueprint for family cruising with its fourth ship, Disney Fantasy, scheduled to make its maiden voyage in 2012 (Disney Cruise Line). 2.1.2 SWOT Analysis
In order to satisfy customer needs and have the greatest opportunity to reach its full potential, the Disney Cruise company must understand its external and internal situation, including its customer, the market environment, and the firm’s own capabilities. In doing so, a SWOT analysis was conducted in order to point out the company’s internal strengths and weaknesses, as well as external opportunities and threats. Appendix A shows the SWOT analysis conducted for Disney Cruise Lines.
In conducting a SWOT analysis many trends in within the organization as well as in the surrounding environment were identified. With our own analysis, we found key strengths in the organization essential to the success of Disney Cruise Lines. Disney Cruise lines is owned and operated by the largest media and entertainment company in the world (Cruz, 2011). This strength provides customers with a product and service marked by the excellence of the Walt Disney organization. Disney Cruise Lines currently employs over 150,000 people with an average turnover rate of eight years. This shows us that employees are satisfied with their employer, and will in return portray this

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