Disneyland Australia Presentation - International Marketing

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Disneyland Australia Presentation - International Marketing

  1. 1. Oshin Aivazian, MBA<br />Rady School of Management<br />June 13, 2009<br />Disneyland Australia<br />
  2. 2. “The Happiest Place on Earth, Mate”<br />Sydney selected because of its:<br /><ul><li>Adaptability
  3. 3. Weather
  4. 4. Infrastructure
  5. 5. Economic Situation
  6. 6. Market Size</li></li></ul><li>Adaptability<br /><ul><li>Most Australians come from a European background
  7. 7. Are already familiar with Disney
  8. 8. Wonderful World of Disney
  9. 9. Disney Comics
  10. 10. Disney Networks</li></li></ul><li>Similarities<br /><ul><li>Australian Cultural Elements:
  11. 11. Surfing
  12. 12. Hiking
  13. 13. Swimming
  14. 14. Biking
  15. 15. Disney Cultural Elements:
  16. 16. Adventure
  17. 17. Culture
  18. 18. Modernity</li></li></ul><li>Weather<br />Temperate Climate<br /><ul><li>Warm Summers, Cool Winters
  19. 19. Summer: 65 – 75º F</li></ul>Winter: 45-70º F<br /><ul><li>January: Warmest
  20. 20. July: Coolest
  21. 21. Most sunny days (23/mo)
  22. 22. Rainfall spread throughout year (4 in/mo)
  23. 23. Melbourne has similar weather</li></ul>International Comparison<br /><ul><li>Orlando/Tokyo more rain
  24. 24. Paris much colder year-round
  25. 25. Orlando is warmer</li></li></ul><li>Infrastructure<br /><ul><li>Modern Infrastructure
  26. 26. City Rail links key locations within city
  27. 27. Sydney Orbital Network and other highways
  28. 28. Commuter rail to outside suburbs
  29. 29. Revamped for 2000 Summer Olympic Games
  30. 30. Sydney Airport accommodates heavy traffic
  31. 31. Second major airport is being planned</li></li></ul><li>Economic Situation<br /><ul><li>World-class, alpha-plus city
  32. 32. 4.4 million people live in Sydney
  33. 33. Most expensive city in Australia
  34. 34. Highest median income in Australia ($43,000)
  35. 35. Australia: World’s 17th largest Gross Domestic Product
  36. 36. 2.5 million people visit Sydney domestically; 1.5 million people internationally
  37. 37. Economic growth higher than global average (3.6%)
  38. 38. Hosted 2000 Summer Olympic Games</li></li></ul><li>Market Size<br /><ul><li>The average income is similar to other Disney theme park locations
  39. 39. Ticket price for Disneyland is $70.
  40. 40. 25 million people in Australia/New Zealand (Below 65: 20 million)
  41. 41. 5 million visitors anticipated in first year</li></li></ul><li>Market Size<br /><ul><li>Disneyland Hong Kong opened below 5.2 million expectations in first year
  42. 42. Fluctuations between 20% decrease and 8% increase in visitors
  43. 43. $350 million ticket revenue in first year
  44. 44. Park size – 120 acres</li></li></ul><li>Thank You!<br />“To all who come to this happy place: Welcome. Disneyland is your land. Here, age relives fond memories of the past, and here youth may savor the challenge and promise of the future. Disneyland is dedicated to the ideals, the dreams, and the hard facts that have created America, with the hope that it will be a source of joy and inspiration to all the world.”<br /> - Walt Disney<br /> July 17, 1955<br />
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