2. CUSTOMER NEEDS
Healthy food and beverage alternatives
Affordability
Resort Amenities
Resort/Theme Park Packaging Prices
Location – distance to/from attractions
Transportation to/from individual resorts
24 hour food and drink availability at resort
3. BUSINESS BACKGROUND
Began as a backstage tour through the Universal lot in 1962
In 1990, $250 million dollars was invested to open an East Coast version of
the theme park
Major rides/attractions: E.T., Back to the Future, Revenge of the Mummy,
Simpsons 3D, Terminator 3D
In 1996, CityWalk and Islands of Adventures were established
In 2004, Universal became part of NBC
In 2009, Comcast purchased NBC with the help of GE
In 2010, Wizarding World of Harry Potter opened
4. SITUATION ANALYSIS
Target Market Demographics: all age groups (infant to elderly)
Key factors that influence marketing: prices, customer satisfaction,
temperature, weather, crowds
Customer comments: Do you have any salads?, I don’t really want soda so
do you have anything else?
Target Market Survey Results: 50% of customers voted for a healthy
alternative
Partners in the value chain: Pepsi, Sysco wholesale food distributors, national
Beverage Inc.
Marketing channels: E-mail, social media, social networking, commercials,
radio ads, billboards
5. SITUATION ANALYSIS
Legal/Environmental Threats: Food borne illness liability,
cleanliness/sanitation, food standards, proper attire
Technological changes on the Horizon: quicker transportation upon delivery,
better cost effectiveness and efficiency for storage
Societal and population trends: obesity epidemic, healthy stance
Top 3 Competitors: Disney, Busch Gardens, Six Flags
Pricing Strategy: based on competition, market conditions and seasonal
options
6. TARGET MARKET SURVEY
Option A – Hot dog, french fries, soda
Option B – Hamburger, salad, fresh fruit, choice of drink
Option C – Salad, fresh fruit, water
Results:
Option A – 35%
Option B – 50%
Option C – 15%
7. SWOT & COMPETITIVE ADVANTAGE
Strengths: Opportunities:
Loyal Customers Innovation
Reputation Management On-line
Unique Products Product/Services expansion
Wizarding World of Harry Global expansion
Potter
Acquisitions
Leading market position
Strong brand equity
Threats:
Competition
Weaknesses:
Economic slowdown
Lack of communication between
departments Price wars
Recent movie flops Piracy
Not innovative FCC Regulatory issues
8. MARKETING STRATEGY & GOALS
S T R AT E G Y GOALS
Give our target market 1) Develop suppliers that will aid in
the price determinants for both
healthy alternatives for food our company and our customer
and beverages when visiting base.
our resort and/or theme 2) Develop distribution centers that
parks. Our key core could also help with costs and
transportation.
competency is our customers
3) Use third party polls, private entities
and we want to keep them and company polls to determine
happy and we will be helping appropriate healthy alternative
selections.
keep them healthy at the
same time. It’s a win-win for 4) Maximize exposure through
marketing channels, promotional
all parties involved! events throughout parks or hotels
and great customer service.
“A goal is a dream within
9. FLYER & CREATIVE/MEDIA
Join us for an Upcoming Event: Sample Facebook posts and/or
tweets:
Who: Everyone’s invited!!
Looking for a theme park with
What: Taste testing of our new healthier healthy food alternatives??!! Well
alternatives – fresh fruit salad, you’ve found it! Come visit
wraps, smoothies and more! Universal Orlando and enjoy a day
When: Saturday, August 4th from 1:00 of fun in the sun and cool off with
pm – 5:00 pm one of our new fresh fruit salads,
wraps or a cold smoothie! It will
Where: Out front of Karl Strauss Brewing be sure to hit the spot!
Co. at Universal Studios CityWalk
Universal Orlando Resort is now
Why: We would like to give everyone the offering healthier alternatives for
chance to taste our new menu meals, snacks and beverages!
options that will be served Come enjoy a day at any of our
throughout the parks and at the resorts, parks or CityWalk and try
resorts. some of our new salads, wraps
and smoothies!
How: Just come on by and grab a
sample or two of our new healthy
alternatives and tell us what you
think!
