Marketing Management Report: Disney Land in Saudi Arabia

This report presents a comprehensive marketing plan for the Walt Disney Company's proposed Disneyland in Saudi Arabia. It begins with an introduction to the company and its vision, followed by a detailed marketing plan that covers target markets (children and animation enthusiasts), market segmentation (demographic, psychographic, and behavioral characteristics), and the marketing mix (product, price, place, and promotion). The report analyzes the micro and macro environments, conducting a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. Porter's Five Forces model is applied to assess the competitive landscape, and strategies for building customer relationships, conducting market research, and managing the brand are discussed. The report also covers value proposition development, pricing strategies (price skimming), and ethical considerations within the Saudi Arabian context. Overall, the report provides a strategic framework for the successful launch and operation of Disneyland in Saudi Arabia.

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.

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Swot analysis of Disney Land in Saudi Arabia
Strength Weakness Opportunity Threats
The Walt Disney
company is well
established company
that has well image in
entertainment industry
over many years.
The economic
structure of Saudi
Arabia is weak.
The most effective
opportunity to get
number of customer
from all over the
world.
Threats that are more
widespread in the era
of globalization are
the political concern
in the form of laws
and legislation of the
Saudi Arabia country.
The start up of Disney
land in Saudi Arabia
will be good idea of
the company which
enhances the number
of tourist.
The current account
balance of Saudi
Arabia has been
estimated in negative
terms.
It would be great
opportunity not only
for the business but
also for the customer
because it gives the
opportunity to them
who cannot afford to
go America but can
go Saudi Arabia.
The cultural
difference is
considered as the
major threat for the
Walt Disney (Khang,
et. al., 2016).
it would be
beneficiary for the
Walt Disney and
government of the
Saudi Arabia because
There are not other
destination places for
tourists.
The business can
expand its business as
theme parks in all
over the world.
As there are not that
much competitors of
this field but the same
theme can be fetched

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number of tourist can
be the key reason of
increasing earning.
out other entertainer.

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Porters five model
Walt Disney is among the largest media and entertainment companies of the world. The
porter’s five forces are essential forces that decide the nature of competition in the Walt Disney
Industry and its attractiveness.
Threat of new entrants
The threat of new entrants in the industry of Disney land is considered as low. It is not possible
for every business to invest large amount to compete Disneyland. Making a brand and brand
loyalty is not easy to make sooner.
Bargaining power of suppliers
The rate of bargaining power of suppliers is moderate. The suppliers of it involve media partner,
technology companies and other vendors (Wilson, et. al., 2014). Furthermore, switching
suppliers’ turns into difficult due to same option cannot be available from other suppliers.
Bargaining power of buyers
It has been evaluated by me that the bargaining power of buyer is weak due to the brand of the
popularity. The main focus of the business is to improve the quality of the customer by providing
them an efficient service.
Threat of substitutes
The image of the Disneyland is bigger than most of its competitors that is why the threat of
substitutes are low. Customers are know about the services and the goodwill of the Disneyland in
front of viewers.

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Rivalry among the existing firm
It has been analyzed that the rivalry among the existing firm is high. There are major competitors
Universal and Fox Studios that provides amusements services and theme parks that are able to
compete with Disney.

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Beneficial relationship with customers
It is vital for the Walt Disney to maintain the relationship with customers so that the
attraction and the love towards animated innovation of Disney land will remain same. The
Disneyland is new for the public of Saudi Arabia that is why it is required for the business of
Walt Disney to maintain the quality of services over there as well (Becker, 2017). Disney Land
will establish the mutually beneficial relationship with customers by giving them proper time and
be present when they require any help from support side. The information regarding new
amendments and the opening branches of Disney land should be given to the customer so that
they can get aware about the change and innovation strategy of Disneyland (Peters et. al., 2016).

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Marketing Research and maintenance of the customer information
I will plan for marketing research and maintenance of the customer information by keep
focusing on the 4 major market research type such as brand awareness, target audience, customer
retention and customer acquisition. Brand awareness will be helpful to determine the image of
the company in the point of view of outsiders and where its competitors may have an edge
(Menon, Bharadwaj, Adidam and Edison, 2015). Target audience will be facilitated to craft
relevant message that resonate with them. I will majorly focus on them who are most likely to
purchase tickets of Disney land. I will survey of ideal customers which can be a great way to
learn how and why they chose opt the brand so I can acquire more customers like them. As
marketer, I know that it is cheaper to retain current customers in comparison of acquire new
ones. The customer information would be got from conduct market research to compute the
satisfaction of customer and enhance the customer loyalty and focus on to increase the retention
numbers (Ashley and Tuten, 2015).

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Resources for managing brand
There are various resources that are able to maintain the brand of the Disneyland. I will
use marketing resource management tools for it. Every business seeks to be more effective and
want to expand productivity and connect with customer in term to strengthen the bottom line.
Marketing resource management tool is able to increase collaboration within the organization,
which increase the effectiveness and efficiencies that business requires and deserve (Bohas,
2015). I will share the information regarding Disneyland by various means in the world of
communication such as data analytical, social media and big data and the change can be seen
from the silo mentality to a more open and cooperative form of demeanor day to day activities
(Hollensen, 2015).

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Value proposition
A customer value proposition is an explanation of the knowledge a target user will realize
upon purchase and utilization of the product. The customer value proposition is considered as the
most important tool in the toolset of producer marketer. It is the orientation for perspective how
product will rationally be valued by the target user (Voigt, Buliga and Michl, 2017). I will create
the customer value proposition by knowing the customers for it like what kind of issues they are
looking for and how it can be resolved. I will analyze the competitors of this company and make
them satisfies towards the services of the Disney land so that they prefer to come again here and
recommend other to visit.
Figure 1: Strategic management
Source: (David, 2011).
These seven steps are major to create the value proposition for customer. I will build the
company’s value proposition because a value proposition is unique to target market and services
that an organization offers to customer. These above mentioned in the image even step process
will be facilitated to make value proposition in efficient manner.

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Strategies for making pricing decision
Pricing decision is important for the business because it decides the potential benefits in
an appropriate manner. There are various strategies to determine the price of Disney land in
Saudi Arabia. I will choose the price skimming strategy for attracting number of customer
towards the new open Disney land in Saudi Arabia. A price skimming is an effective pricing
strategy to help business expand sales on new services and it includes setting rates high during
the introductory phase. One of the advantages of price skimming is that it permits to increase the
rate of profits on early adopters before falling prices to attract more price sensitive customers. It
is advantageous for the business when it is introduced in new place. It is integral for the business
to analyze the target audience while taking decision of pricing (Bart, Bontis and Taggar, 2001).
The pricing strategy should be determined for the basis of pricing increase profitability, market
penetration, and market share, enhance prospect presence, improve cash flow and increase
revenue per customer.

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Categorize marketing and advertising strategy and method
Marketing strategy and method
The role of marketing strategy in the business is vital because it force management to acquire
new customers and retain existing ones by creating revenues and enhance the market share. The
methods of marketing strategies are observing the competition, address the needs of customer,
vision and goal setting, opportunity assessment and strategic review. The major marketing
strategies of Disney land would be promotion, advertising and public relations. Promotion will
be done by analyzing the market research budget and segmentation (Bohari, Hin and Fuad,
2017). It is the first step for the marketer to build a marketing communication strategy and this
process goes through the steps of segmentation, targeting, positioning and messaging.
Advertising strategy and method
Advertising strategy helps to promote the service of Disney land in Saudi Arabia to all over the
world. I will focus on the direct as well as indirect method of advertising. Direct method will be
used by advertising their product with the help of internet, television, pamphlet, and social media
and so on (Kosinski, et. al., 2015). Indirect method will be taken in use to give the entire
description of the services of the Disney land before purchasing the tickets so that they get to
know about the services provided by Disney land in Saudi Arabia and find out the difference in
the services from the densely land in other countries. Along with that I would prefer the
advertising process mentioned below.

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Figure 2: Advertising process
Source: (De Mooij, 2013).

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The ethics and laws within your Disney Land
The Walt Disney Company includes best in class business standards like a key pillar of
its practices of business. The new operation of its business in Saudi Arabia covers ethics and
laws in an appropriate manner. The Disney land focuses on hiring practices, human resources,
harassment prevention and discrimination policies and business standards and ethics training.
Hiring practices are the policy of the Disney land in which equal opportunity is given to each
employee without considering religion race, color, gender identity marital status and any other
basis prohibited by state and federal law (Lyles, et. al., 2017). The human resources are great
asset for the Disney Company to fulfill the vision and mission of the company. Compliance
training related to the standards of business conduct of the company and ethics is provided to
employees and cast members by using the learning management system of the company known
as Disney Development Connection. The policy of Disney land prohibits harassment of any
employees from any other employee or guest of the business.

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Conclusion
It has been concluded that marketing management is necessary for developing the
business in new place because it helps to determine the various aspects while taking decision in
the context of opening business in new place. The Walt Disney is well known company of
information and entertainment and it decided to start its operation in Saudi Arabia with a theme
Park named as Disney Land. As Marketing Manager, I have been analyzed various aspects of it
in sophisticated manner. Swot analysis and marketing strategy has been considered in the context
of Disney land and it would be beneficiary for the Walt Disney to evaluate the market in efficient
way. It has been recommended that the new operation should be having same services as Disney
land in America but the structure and the theme of the new operation should be different. It is a
great idea of Walt Disney because it would be helpful to improve the economic condition of
Saudi Arabia.

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