Marketing Management Assignment Walt Disney

Running head: Walt Disney Company 1
Marketing management
Walt Disney Company

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Contents
Introduction.................................................................................................................... 3
Marketing Plan for Disney Land in Saudi Arabia......................................................................4
Micro and macro environment............................................................................................. 6
Swot analysis of Disney Land in Saudi Arabia.........................................................................7
Porters five model............................................................................................................ 9
Beneficial relationship with customers............................................................................. 11
Marketing Research and maintenance of the customer information..............................................12
Resources for managing brand........................................................................................... 13
Value proposition.......................................................................................................... 14
Strategies for making pricing decision.................................................................................15
Categorize marketing and advertising strategy and method........................................................16
The ethics and laws within your Disney Land........................................................................18
Conclusion................................................................................................................... 19
References................................................................................................................... 20

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Introduction
Disneyland was integrated in the state of California in 1951 by Walt Disney. The
company is owned by only Walt Disney. It has various media networks which comprise a vast
array of cable, radio, broadcast and digital business in the two divisions that is the Disney and
ESPN Inc (Watts, 2013). The main products and services of the Disney Company are providing
various toys, physical places and animated entertainment channel. The new Operation has started
of its company in Saudi Arabia with a theme Park named as Disney Land. Disney land business
will be innovative and demanding place by the Saudi Arabians people.
The business statement of Walt Disney is to be one of the leading producers of the world and
providers of entertainment and information by utilizing the portfolio of brands to categorized its
content, consumer products and services.
The vision statement of the Disney land is to make people happy by providing efficient services
in the form of entertainment.
The objectives of the Disney land to become an expander of entertainment in all over the world.
To maximize earnings is another objective of the Disneyland. Allocate capital to progressing
businesses to drive long term shareholder value.

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Marketing Plan for Disney Land in Saudi Arabia
Marketing plan of Disney land in Saudi Arabia covers target market, market
segmentation, marketing strategy and marketing mix. It is important for the business of Walt
Disney to evaluate the various factors before opening Disney land in Saudi Arabia. As a
marketing Manager I have analyzed that the target market for the Disney land in Saudi Arabia
will be children and those people who are interested in animated things. Market segmentation is
vital for the Disney land because it covers various aspects such as psychographic characteristics,
behavioral characteristics and demographic characteristics. I will analyze the region and the size
of city in perfect manner for Disney. It has been analyzed by me that the population of the Saudi
Arabia is 32.8 million and there are so many destinations are situated who may attract tourist
towards it. It is a semi developed country that has many excellent schools, some top-of-the-line
infrastructure and a very good medical system which enhance the number of people from all over
the world. It is integral for the Walt Disney business to keep focus on the marketing strategy, it
would be good if Pestle analysis is considered for marketing strategy because it will be helpful to
give information about the politic, environmental, social, technological, economical and legal
(Peters, et. al., 2016.). I have analyzed that the revenue of Saudi Arabia government was SAR
528 billion whereas the expenditure was SAR 933.402 billion. The government of Saudi Arabia
is not able to provide financial resources to boost economic growth. Marketing mix is the
important element of the marketing plan which involves production, price, place and promotion.
It has been analyzed by me that the place of Disneyland should be cover in 120- acre to compete
with it same branch. Product is considered as the entertainment and information. The price of
ticket of Disney land should be 300 Saudi riyal and it should be analyzed as per the condition of

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the economy of the country. The promotion of the Disney land can be done by providing
information through social media and channels (Hollensen, 2015).

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Micro and macro environment
There are two kind of external marketing environments micro and macro. These environments
are not bound to keep control on marketers but they still impact the decisions while creating a
strategic marketing strategy. Micro environment factors of Disney land is in Saudi Arabia of the
supplier, reseller, customer and competition general public (Sheth and Sisodia, 2015). On the
other hand the macro environment factors in the context of Disney land in Saudi Arabia will be
demographic force, technological factors, political factors, social factor, physical force and
cultural forces.