Potential Global, Social and Ethical Factors

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

1MARKETING
Table of Contents
Appropriate Marketing Mix:......................................................................................................3
Product:..................................................................................................................................3
Pricing:...................................................................................................................................4
Place:......................................................................................................................................5
People:....................................................................................................................................5
Process:..................................................................................................................................6
Physical Evidence:.................................................................................................................6
Promotions:............................................................................................................................6
Implementation and Control Issues:...........................................................................................7
Potential Global, Social and Ethical Factors:.........................................................................0
References:.................................................................................................................................1

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Appropriate Marketing Mix:
The necessity of an efficient marketing mix is notably high for the business
organizations in keeping their products and services offerings relevant to the demands of the
customers. As per the esteemed opinion of Wu and Li (2018), the marketing mix shows the
way in which a company will drag the attention of their customers and also conduct
sustainable business. The marketing mix is broadly divided into seven different aspects which
are the pricing, products, promotions, places, physical evidence, process and people
(Mohammad, 2015). Hence, the effective formulation of strategies in these aspects is
considerably important for the companies in conducting a profitable and sustainable business.
The below mentioned marketing mix is designed for Disneyland Orlando and the objective
with the same is to exploit the opportunity of hosting the honeymoons and wedding parties
for the American couples.
Product:
For the purpose of wedding parties and honeymoon hosting, the product offering of
Disneyland Orlando is substantial. The organization provides excellent accommodation
facilities to their customers in the form of various highly rated resorts such as Disney’s Pop
Century Resort, Disney’s Caribbean Beach Resort, Disney’s Animal Kingdom Lodge,
Disney’s Saratoga Springs Resort and Spa, Disney’s Port Orleans Resort- Riverside, Disney’s
All Star Music Resort, Disney’s Coronado Springs Resort, Disney’s Port Orleans Resort-
French Quarter, Disney’s All Star Sports Resort, Disney’s Art Animation Resort along with
Disney’s Polynesian Village Resort (Disneyworld.disney.go.com, 2020). Other than this, the
organization has the potential to offer the theme parks such as Magic Kingdom Park,
Dianey’s Hollywood Studios, Water Parks and Dianey’s Animal Kingdom Park
(Disneyworld.disney.go.com, 2020). In addition to this, the organization offers excellent

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facilities for dining through their well- equipped restaurants. For the purpose of
entertainment, the organization offers the excellent services of the Atlantic Dance Hall,
Bollywood Beats, Beauty and the Beast- Live on Stage, British Revolution, Casey’s Corner
Pianist and Celebrity Spotlight (Disneyworld.disney.go.com, 2020).
For the health and beauty care, the organization has the ability to offer the services of
Character Couture, Health and Fitness at Coronado Springs, Mandara Spa, Muscles and
Bustles Health Club, Old Key Exercise Room, Olympiad Fitness Centre and Ship Shape
Massage Salon Fitness (Disneyworld.disney.go.com, 2020). For the sports and recreation
activities, the company has the expertise of offering the services of Arcades, Basketball, Bike
Rentals, Cabanas, Camp Fires, Carriage Rides, Community Hall, Disney’s Palm Golf Course,
Disney’s Oak Trail Golf Course, Fishing location s and Horseback Riding
(Disneyworld.disney.go.com, 2020).
Pricing:
The pricing is an important aspect of the marketing mix strategies. According to the
comments of Kienzler and Kowalkowski (2017), the pricing indicates the monetary resources
that the customers will be in need to invest for availing the services or the products. Xu et al.
(2016), mentioned that the success of any company in formulating an effective marketing
strategy is relying on their ability in the developing a pricing strategy that is perfectly in
alignment with the specifications of the target market of the company. With a close look at
the selected company and the opportunity it requires to exploit, the organization has the
necessity to apply value based pricing strategy. The value based pricing will be significant for
the company in ensuring that their products and services are worthy of the compensation
from the part of the customers and at the same time, it has the possibility of placing the
company in a better position for attracting a substantially large number of customers
including the middle class to the heavyweights of the society (Hbr.org, 2020).

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Place:
Considering the distribution strategy of the company, the services are available from
the Walt Disney World Resort at Orlando, Florida. The above mentioned theme parks, sports
and recreational centres, fitness facilities, health and beauty care facilities, entertainment
centres along with the restaurant and dining facilities are placed in Orlando. Hence, the place
of business for the company is Orlando, Florida. Along with that, the company has
substantial online presence and the same will be utilized by the company for the purpose of
delivering their services to their customers.
People:
The executive team of the company includes Robert Iger, the Executive Chairman and
Chairman of the Board, The Walt Disney Company, Bob Chapek, the Chief Executive
Officer, The Walt Disney Company, Alan Bergman, the Co-Chairman, The Walt Disney
Studios and Alan Braverman, the Senior Executive Vice President, General Counsel and
Secretary, The Walt Disney Company (Thewaltdisneycompany.com, 2020). Along with that,
the company is headed by a board of directors which includes 8 independent directors and the
executive chairman, Robert Iger (Thewaltdisneycompany.com, 2020). Other than this, the
company is currently employing more than 75000 employees for the professional
management of their business actions (Disneyworld.disney.go.com, 2020). The company is
expected to utilize their existing employees for the purpose of managing their new business
activities. The company is expected to initiate training facilities for the employees to enhance
their knowledge of soft skills such as the communication, leadership, creative thinking, ethics
and along with that, the training facilities of the company requires to enhance the event
management skills of the employees (Asfaw, Argaw & Bayissa, 2015). Hence, the
preparedness of the company for the management of the new events such as the wedding
parties or the honeymoons is commendable.

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Process:
The company has developed their infrastructure in the form of theme parks, sports and
recreational centres, fitness facilities, health and beauty care facilities, entertainment centres
along with the restaurant and dining facilities in the Walt Disney Company. In such situation,
the delivery of the services to the customers, will be managed through providing the access to
the customers to utilize their world class facility for the purpose of the honeymoon and
wedding parties.
Physical Evidence:
The business website of the company is expected to be utilized for the purpose of
managing the customer queries related to the honeymoon events and the wedding event
hoisting. Other than this, the company is relying on the physical presence of their theme
parks, sports and recreational facilities, entertainment facilities, health and beauty care
facilities, restaurant and dining facilities and fitness facilities for delivering optimum quality
services to the customers coming with the order of wedding party arrangements and the
honeymoon hosting.
Promotions:
The main tool for the promotional and marketing activities of the company for the
new service offering, is expected to be the business website. Other than this, the selected
business entity is observed to have the practice of utilizing their direct mail services for the
establishment of the effective customer interaction and communication. For the development
of the awareness amongst the customers regarding the new business offerings of the
company, the organization is in need to follow the gmail subscription strategy
(Disneyworld.disney.go.com, 2020). Along with that, the organization is experiencing a

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strong presence in the social media platforms such as the Facebook, Twitter, Pinterest and
Instagram (Disneyworld.disney.go.com, 2020).
The company is expected to utilize their presence in these social media platforms for
the purpose of interacting with the customers, of handling the customer queries regarding the
new service offerings, pricing of the services, availability of the services along with the
discounts and offers of the services. Other than this, the company has substantial scope of
utilizing the services of the Facebook and Instagram for the purpose of streaming
promotional videos and posting the still photographs (Tuten & Solomon, 2017). Along with
that, the YouTube channel is in need to be utilized by the company for streaming the
promotional videos on the new service offerings of the company so that the company be able
to develop a strong level of awareness amongst the customers regarding the company’s
ability in hosting the wedding events and honeymoon events. Other than this, the company
must follow their strategy of creating blogs on their services so that the customers get
attracted and at the same time, the company must conduct offline marketing activities through
creating advertisements in the leading newspapers and the business magazines of the nation
(Chiang, yi Lin & Huang, 2018).
Implementation and Control Issues:

Running head: MARKETING
Elements Activities Authority Timeframe Key Performance Indicators
Product or
Service
The design of the new service which is the
hosting of the events such as the honeymoon
and weddings.
As the service is a new inclusion
in the product and service chain of
the company, the involvement of
the senior management is much
required. As a result, the
responsible authority for the
completion of the design of the
new service offering will be the
executive managers of the
company.
The time
required for the
successful
completion of
the activity is 6
months.
The success in developing a suitable and
highly preferred design of the new service
which is the honeymoon and weddings.
The level of preferences of the customers
in purchasing the new service will be the
main key performance indicator for the
individuals responsible for the
management of the new service design.
Pricing The pricing policy of the company for the new
service offering is in need to be developed by
the finance team of the company. Though the
company has the necessity to select the value
based pricing policy for their service
offerings, however, the formulation of the
pricing policy requires to be conducted by the
finance team.
The finance team of the company. The activity is
expected to be
accomplished
within 8
months.
The key performance indicator in the
mentioned aspect will be the approval of
the comfort and satisfaction felt by the
customers in purchasing the new service.
At the same time, the successful
accomplishment of a revenue growth of 8
% will be considered as key performance
indicator for the activity.
Promotions The company is expected to create
advertisements for the new service offerings
and show that in their business website. The
company must create advertisement posts and
promotional videos to promote their business
offerings in the social media platforms such as
Facebook, Twitter, Instagram, Pinterest and
The responsible authority for the
execution of the promotional
activities are the marketing team
and sales team of the company.
The activities
are expected to
be
accomplished
within 12
months.
The key success indicators will be the
increment of the total website visitors,
unique page reviews, average session
duration, increment in total conversions and
the improvement of the conversation rate,
increment of the volume of social media
posts, increment in the number of followers,

1MARKETING
YouTube. Other than this, the company must
undertake the initiative of creating blog
contents for the promotion of their new
services.
In addition to this, the company must create
advertisements to conduct the offline
marketing activities in the newspapers such as
USA Today, The Wall Street Journal and The
New York Times and business magazines
such as Forbes, Bloomberg Business Week
and Fortune (Usatoday.com, 2020).
enhancement of the social media
interactions, enhancement of the interaction
and page reviews for the blog performance,
improvement of the click through rate and
conversion rate for email marketing,
enhancement of the advertisement
impressions and engagement rates for
advertisements along with improvement of
the cost per click and cost per impression for
increasing the return on investment (Keegan
& Rowley, 2017). Along with that, the
general market survey will be conducted to
assess the success of offline marketing.
People The company is in need to deliver the training
facilities to their employees for the
enhancement of their soft skills and the event
management skills for the professional
management of their new business offerings.
The human resource managers of
the company are responsible for
the smooth execution of the
activity.
The activity is
expected to be
accomplished
within 6
months.
The development of excellent
communication, leadership, ethical
practice and event management skills is
the basic key performance indicator for
the company. The execution of an
employee survey and customer exit
surveys will be the main tools for the
identification of the knowledge gathered
by the employees and the enhancement or
decrement of the level of satisfaction of the
customers as a result of the service offered
by the employees.

Running head: MARKETING
Other than these four elements, the company does not face any sort of obligation of
changing the activities in any of the elements. As a result, the company is expected to follow
the same process, physical evidence and place strategies of the conventional products and
service offerings for the new service offerings.
Potential Global, Social and Ethical Factors:
The potential global factors for the marketing plan is the intensity of the business
competition offered by the competitor organizations and the costing of the human resources.
The ethical factor is creating the operational activities of the company and the employees in
perfect alignment with the business legislations, labour and employment legislations and the
code of conduct of the company. The social factors to be considered for the marketing plan
will be the level of technological acceptance of the people of the society as that will dictate
the course of actions and level of emphasis of the company on technology in managing their
marketing activities (Wang et al., 2016).

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