[경영학] 월트디즈니 마케팅 전략(영문)

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레포트 > 경제경영계열
2011.01.25
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[경영학] 월트디즈니 마케팅 전략(영문)

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[경영학] 월트디즈니 마케팅 전략(영문)에 대한 자료입니다.

1. Company Introduction
2. SBU Introduction
3. Disney’s Key Success Factors
4. STP Analysis
5. 4Ps
6. SWOT Analysis
7. Marketing Strategy and Examples
8. Walt Disney Prospects
9. Opinions

본문내용

4. STP Analysis
▪ Segmentation
: divide the total market into smaller segments
- Geographic segmentation: Disney Park and resort is not for the local citizen. It is for the people whoever wants to visit. Even though their facilities are placed on a exact place, their advertising or promotions are not localized.
- Demographic segmentation: Disney Park and resort's target segmentations are especially young children who love to dream. Also young people who want to enjoy their attractions. This does not care about their occupations or religions or race.
- Psychographic segmentation: People who have outgoing personality or love to travel or venture could be Disney's target psychographic segmentation.
- Behavioral segmentation: Occasion of traveling around the Disney Park and resort, Benefit of Disney park and resort's experiences.

* PRIZM NE: classify location of Disney's park and Resort in Orlando
Disney World (Orlando, FL)*
P.O. Box 10070
Lake Buena Vista, FL 32831

▪ Targeting
: Select the segment or segments to enter
Target marketing strategies
- Undifferentiated marketing: targets the whole market with one offer
Due to the nature of park and resort facilities, Disney Park and resort cannot make variety. In the specific Disney Park and resort, there are a lot of choices but they are pretty much same. And most Disney's park and resort wide spread across the universe have similar atmosphere.

▪ Positioning
: Position the market offering in the minds of target customers
- Competitive advantage: Advantage over competitor
- Product differentiation: Disney Park and resort's facilities are their product that can't be imitate from others.
- Service differentiation: We can find out Disney park and resort's special services at the marketing examples.
- People differentiation: Disney has a university to educate their cast members about service. Their people are selected thoroughly and make services.
- Image differentiation: Disney's fantasies are all about their image and that is the key success factor. Princesses, Castles, and happiness.. These are their images.
- Value proposition: More for more- Enjoying at the Disney Park and resort acquires a lot of money but they provide exceptional experience that people cannot feel elsewhere.
- Positioning statement: "We create happiness" Disney park and resort stressed experiences.
5. 4Ps
▪ Product: experience, happiness, service are Disney’s product to sell
They have 4 theme parks
① Magic kingdom park
② Epcot
③ Disney's animal kingdom park
④ Disney's Hollywood studios.

-Cinderella Castle
Cinderella castle is a landmark of Disneyland Florida. Cinderella is one of most famous character in Disney. This attraction is using those fairy –tale. Using the well-known story to the attraction can satisfy the customer. There are lots of attractions using the story f

#디즈니 #마케팅 #월트디즈니 #월트 #경영학

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