Disneyland Brand Audit. Disneyland Is The Leading Brand

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Disneyland Brand Audit
Disneyland is the leading brand in amusement park industry. The first Disney theme park, Disneyland was opened on July 17, 1955 in Anaheim, California (The Walt Disney n.d.). Disneyland is the core asset of the American media giant, the Fortune global 500 company Walt Disney group. Per Christian Sylt’s article, in 2013 financial year, its 11 Disneyland parks around the world contribute one third of its total $45 billion revenue and 20.7% of its $10.7 billion operating profit. (Christian, S. 2014) In 2016, the segment of parks and resort generated $16.16 billion revenue and $3 billion operating income in total. (The Walt Disney Company 2016)
Industry status and main competitors.
Amusement park, or theme park is
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Supported by Universal Picture and DreamWorks Animation, two subsidiaries of the parent company NBCUniversal Universal Studio would be able to create a lot of rides and attractions based on many famous movies belong to the NBCUniversal. (Rachel, M. 2015)
Another main competitor is SeaWorld Park &Entertainment have 8.4% of market share. Unlike Disneyland and Universal Studio’s film based rides and roller coaster, SeaWorld are famous for its rich collection of aquatic animals. Like the castle in Disneyland and Harry Porter magic world in Universal Studio, the most famous attraction of SeaWorld is the Killer Whale show. One thing need to be noticed is that the market share and attendances has drastically decreased due to the criticism from media and public, regarding to their treatment to the animals and the ethic of animal performance. (Rachel, M. 2015) Another two important competitors are Cedar Fair LP and Six Flags with market share of 7.8% and 6.4% respectively. Cedar Fair is threatening Disneyland with its relatively cheaper tickets, even affordable installment of annual pass. Cedar Fair’s this strategy is attractive to price-sensitive customers and it is quite efficient, since its shares quadrupled since 2009 to 2013. Six-Flag is famous for two things, thrilling rides and injury accidents. However, thrilling fans are crazy for their roller-coast and contribute a large share of revenue.
Opportunities and Threatens
Recent years, Disneyland have heavily invested

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