DISNEY IN GERMANY

1. DISNEY IN GERMANY

2. DISNEYstrategy • Why a new park??? Possible benefits??? • What are the objectives??? • How to vary the marketing mix to reach the objectives??? => DESCRIBE!! • SMART objectives, i.e. Describe: • turnover • market share • segmentation • positioning

3. Culture Political & Legal Research Economic External and Internal Environment Segmentation and Positioning Competitive Analysis Assess Market Entry Strategy Finance (Costs) Promotions Pricing Logistics / Distribution Products & Services

4. Disney’s Marketing Mix

5. Adapting the marketing mix 1. Which elements of the marketing mix can be standardized and where is standardization not culturally possible or cost effective? 2. Which cultural adaptations are necessary for successful implementation of the firm’s marketing programs? 3. What are the costs associated with these adaptations, savings from standardization?

6. DISNEY Expansion Research • Starting point: (marketing) research • Assessing the situation: • target group features (who are they / will they be) • how many (possible) customers • estimate / analyze possible turnover (is ‘x’ million visitors realistic?) • Competition (who and why?) • developments in ‘industry’, trends (external factors) (=>DEMAND ANALYSIS) !

7. DISNEY Expansion Research Starting point: (marketing) research • target group features Who? What need or function does our product serve? (is there a need?) What are customers currently buying to satisfy this need? What price are customers willing to pay? Affordable? When is the product purchased? Seasonability? Why is our product purchased? • !

8. DISNEY ASSIGNMENT Describe and analyse Disney Germany’s possible: • 4p’s strategies • How do they position themselves? • Insight in current and future competitive environment? Insight in Disney’s marketing strategy used to reach ambitions

9. Disney’s strategic framework: 1. Mission / vision 2. Internal situation 3. External sit. 4. SWOT - analysis 5. Objectives and growth strategies

10. 1. Mission/vision • Statement of the organisation’s purpose: • What is their business/market? • Who are their customers? • What are they in business for? • What sort of business are they in? Do they have a vision?

11. 2. Internal marketing analysis Focus your attention on / describe • Core competencies, core values, structure, systems, management, quality, product portfolio, resources, brief foetje scan Consistent?

12. 3. External marketing analysis Focus your attention on: • Developments on the market place (i.e. more free time, money, young people, trends, etc) • Customers / behavior: who (region, companies/families, family structure, vacation habits, budget for trips), where, why, what. • Competitors: who are they, why are they Disney’s competitors, how successful are they and why, what are their future plans :

13. External marketing analysis Competition: • Who and why • Product / Price / Quality / Service • Flexibility • Marketing efforts • Ability to respond • Review competitor strengths / weakness and strategies • Predict and pre-act on competitor’s reaction

14. 4. SWOT- analysis (1) • A summary of the main points of the internal and external audit: • Internal: Organization’s Strengths and Weaknesses • External: Opportunities and Threats in the environment • Combining Strengths/Weakness with Opportunities/Threats • DESCRIBE EACH FACTOR IN DETAIL

15. 4. SWOT- analysis (2)Possible combinations of S/W – O/T Opportunities Threats Strengths Weaknesses Focus onGrowthStrategy

16. 4. SWOT- analysis (3) Example Combining Strengths and Opportunities : • Strengths: name awareness, strong brand, well developed concept, USP, reputation, high market share, etc. • Opportunities: discovery of theme parks by the public, more young people, more free time, money, looking for fun / excitement, economic outlook, growing demand, market structure, etc. =>growth possible (specify)

17. 5. Growth strategies (1) • Objectives: • Goals Disney likes to attain: quantifiable, timeframe, (SMART) • Describe the growth strategies for Disney: how to reach objectives • What would Disney like to actualize, based on the above analysis: a new park / marketing point of view • (new?) target group, (new?) positioning, (new?) image, (new?) campaign, USP’s, etc. • How do they relate to the SWOT – analysis?

18. 5. Growth strategies In order to reach objectives, taking into consideration environment: • Marketing mix • Product: core benefit, quality, brand, features, etc • Price: level, package deals, seasonality • Place: internet, agencies, location of park: reachability (see also logistics) • Promotion: Message? How? Differences towards various target groups? Consistent?

19. 5. Growth strategies (2) Marketing mix (describe each P in detail) contributing to reaching goals: • Product: what would they offer (attractions, why these, etc.) • Place/location: why there? =>implications for logistics • Price: Optimal price setting in order to attract customers (elasticity), covering costs, special offers, packages, etc. Too high??? • Promotion: maintaining good image, communication of message, PR (describe why promotion is kept low key!)

21. Disneyland’s Promotion • Promotion: How and when do you make it clear to your (new) target group what you stand for? =>promotion objectives: I.e. awareness, persuasion, pr, etc. How are you going to meet these promotion objectives: 1. Budget 2. Message to communicate 3. Media, type, vehicles, frequency, timing, costs 4. Time plan 5. How to collect feedback How did EuroDisney do this? How did Hong Kong Disneyland do this?

22. Starting point Research !!! => improvements !!!! Sources: your own experience, annual report, Internet, contact Disney, library, agencies, Kotler, etc Timing Start… NOW!