Marketing Plan for Opening Disney Theme Park in Dubai

This study is aimed at designing a marketing plan for Disney Theme Park assuming that the target country is Dubai. The report covers sections like target market, product profile and marketing strategies.

Running head: DISNEY THEME PARK
MARKETING for opening DISNEY THEME PARK in DUBAI
Name of the student:
Name of the university:
Author note:

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Table of Contents
Study background............................................................................................................................2
1. Target Market..............................................................................................................................2
2. Product profile.............................................................................................................................2
3. Marketing strategies.....................................................................................................................3
Conclusion.......................................................................................................................................4
References........................................................................................................................................5

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Study background
The study is being based upon “The Walt Disney Company” which with its portfolio of
products is aimed to become the world’s leading company. “Disney World Theme Park” is one
of the segments of services of Walt Disney Company which is widely popular among families
and children. This study is aimed at designing a marketing plan for Disney Theme Park assuming
that the target country is Dubai. The report covers sections like target market, product profile and
marketing strategies.
1. Target Market
Target market will be children and the families as well. Disney has never remained
stagnant with just children. The company has rather targeted parents and the adult customers as
well. Be it the animated movies or else, parents were being targeted all the time (Wu 2016).
Disney World is appealing to all age groups; however, young population are generally seen as
highly enthusiastic to the concept. Children and the young population are passionate and are
excited for trips to Disney Theme Park. People have different reasons for their trips to theme
park. Children with their families love to spend their holidays and weekends in locations as such
the theme park. Young adults like couples are the occasional visitors as apart from attractions
they also find sufficient space and spare moments to spend together.
2. Product profile
Disney Theme Parks are the largely visited entertainment based locations in the world. It
is already there in Tokyo, Paris, Hong Kong and the United States. Now, it plans to enter Dubai
as well. Entertainment in Dubai will be offered in four different themes such as Hollywood
Studios, Magic Kingdom, Animal Kingdom and Epcot (Disneyholidays.co.uk 2018). A very

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large park will be offered, so that, children and families enjoy this and feel excited to be a part of
this. Occasionally, new and exciting products will be added, so that, differences are felt every
time customer trips to park. However, addition or modification will purely depend upon
feedbacks from customers. Additionally, market research will also remain a part of the marketing
strategy, so that, the company remains informed on the changing consumer pattern for
entertainment (Moorman 2016).
3. Marketing strategies
Marketing strategy is important for every single firm and for the Disney World Company
as well. This is because market competition could possibly drive customers away from Disney if
appropriate products and services are not offered to customers. Appropriateness in offers require
the supports of effective marketing research and strategies, so that, demands and expectations are
identified (David, David and David 2017).
Mission: “To become the leading providers of entertainment services and also the widest
network of most successful theme parks”
Marketing objectives: “To expand the network of themed parks by reaching to wider
customer base and to become the leading entertainment service provider in Dubai and the rest of
world as well”
Distribution: Packages will be made available through Disney World Website and the
Disney Kiosks those who want to purchase tickets by being there in park physically. Any
intermediary will not be used as this will help to strengthen the bonding between the company
and its customers. Moreover, high standard services will be offered to earn the customers’ trust.
This is also the way to attain the customer loyalty. Customer loyalty will be the key to a

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sustained business. Customers will be retained with relevant products. Relevancy can be attained
by an effective usage of Big Data provided that, each and every data is utilised to understand the
customer insights (Gandomi and Haider 2015).
Marketing communication: Marketing communication will be commenced through
various possible ways like advertising, events & experiences, sales promotions, public relations,
direct marketing, personal selling and interactive marketing (Luxton, Reid and Mavondo 2015).
Advertisement will be made through radio, television, commercials, mobile app and lot others.
Promotions can also be commenced by offering free birthday passes, water park passes and
through Mickey Mouse ears. Passes will attract mainly the children and families. They may also
come to celebrate their different occasions. Mickey Mouse ears will be an attraction for kids in
particular. They will love to see Mickey Mouse and will probably remain excited to observe their
favourite at the different corners in park.
Conclusion
In summary, this can be said that an effective marketing plan will be the key to success in
Dubai. People in Dubai already have range of amusement & entertainment park options; hence,
they must be made to realize the difference with the proposed Disney Theme Park. Marketing
plan as discussed in this study will assist to understand the factors which are necessary for target
customers to feel the difference.

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References
David, M.E., David, F.R. and David, F.R., 2017. The quantitative strategic planning matrix: a
new marketing tool. Journal of Strategic Marketing, 25(4), pp.342-352.
Disneyholidays.co.uk 2018. Walt Disney World Theme Parks. [online] Disney Holidays.
Available at: http://www.disneyholidays.co.uk/walt-disney-world/theme-parks/ [Accessed 11
Jun. 2018].
Gandomi, A. and Haider, M., 2015. Beyond the hype: Big data concepts, methods, and
analytics. International Journal of Information Management, 35(2), pp.137-144.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Moorman, C., 2016. Celebrating marketing’s dirty word. Journal of the Academy of Marketing
Science, 44(5), pp.562-564.
Wu, C.W., 2016. The international marketing strategy modeling of leisure farm. Journal of
Business Research, 69(4), pp.1345-1350.