Marketing Analysis for Walt Dinsey World

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A Market Analysis for
Walt Disney World Theme Park
Abigail Hondorp
Full Sail University
Project & Portfolio II: Business and Marketing
9/29/19

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EXECUTIVE SUMMARY
This Report is an analysis of Walt Disney World with its current attendance records and
looking for growth with possible new clientele. This report is an overview of all the research
found about up and coming technologies and ways to strive for new and exciting experiences to
increase revenue with higher guest attendance records. Suggesting new and important ways to
profit throughout the parks.

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Youtube. (2014).
OBJECTIVE
The reason for this comprehensive analysis is to help Walt Disney World help with rising
prices and competition from other theme parks making a new customer outreach program to
boost sale revenue and bring in a larger demographic.
RESEARCH METHODOLOGY
Walt Disney World has always
been the leader when it comes to theme
parks, with a number of 157 million
guests shuffling through the parks. Over
the past year with prices on the rise there
are more people questioning if it is worth
the price. From the research that has been
done it’s clear that Disney will always
have a foot hold when it comes to theme (Rubins, 2018)

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parks. As Star Wars land was opened and the excitement grew it was clear that Walt Disney
World was going to see a jump in attendance but as the land opened but there was a lack luster of
people. (Storey, 2019) With layoffs underway because of the low attendance rates this could
mean low moral when it comes to cast members though looking ahead cast members are going to
be receiving a raise as of 2021 where they will be making 15 dollars an hour. (Russon, 2019)
What will always set Disney apart from every other competitor will always be their guest
service, coming from their D23
convention they are breaking the
mold with their new app Genie
(Maehrer, 2019) which will
revolutionize how people spend
their days making a personalized
planner of everything guests are
wanting to do. This technology is setting the bar for any competitor wanting to make any app
like this in the future.
CONCLUSIONS
Walt Disney World will always have its guests, the young or even the young at heart will
always find their way into the parks for a magical experience that will make memories that will
last a lifetime. Keeping up with the technology they have set in place and thinking of new
opportunities to grow will in fact make more people flock to their theme park. It’s clear that Walt
Disney World is not going to stop changing with the times, that rides will become revolutionary
and evolve into something that competitors will marvel at. With the market now Walt Disney
(Maehrer, 2019)

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Company the stock price in 2019 139.55 which has increased from 90.49 that is a 64% increase.
(Yahoo Finance. 2019) Walt Disney Company DIS the company has over performed the DOW
jones industrial average by a margin for 23.17% which will only increase with the years to
come.
RECOMMENDATIONS
When looking at the findings whether favorable or not it will always be important to
remember who the theme parks are for. Keeping the guest in mind will always make it easier for
future plans to come into play. When thinking about the future and finding a new customer
outreach plan it will have to start with those already devoted to the company, those with annual
passes. Communicating with them on what makes their Disney pass so special, what the
company could do to encourage more to follow suit. Having special deals or more discounts
could possibly entice more guests to get an annual pass. Looking at competitors’ successes will
only lead to more success for the company, especially when it comes to trends and rides that
would entice more guests to frequently visit.

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REFERENCES
Maehrer, A. (2019, August 25). Revolutionary New Digital Offering, 'Disney Genie,' Coming to
Walt Disney World Resort. Retrieved from
https://disneyparks.disney.go.com/blog/2019/08/revolutionary-new-digital-offering-disney-
genie-coming-to-walt-disney-world-resort/.
Rubins, J. (Ed.). (2018). Global Attractions Attendance Report. Retrieved from
http://www.teaconnect.org/images/files/328_979488_190523.pdf.
Russon, G. (2019, April 24). Disney union workers overwhelmingly approve new contract to
phase in $15 minimum wage. Retrieved from
https://www.orlandosentinel.com/business/tourism/os-bz-disney-union-election-results-
20180904-story.html
Storey, K. (2019, September 28). As prices rise and attendance lags, Walt Disney World axes
Orlando performers. Retrieved from
https://www.orlandoweekly.com/Blogs/archives/2019/09/23/walt-disney-world-axes-orlando-
performers-as-prices-rise-and-attendance-lags.
Yahoo Finance. (2019, September 9). Walt Disney Company (The) (DIS) Stock Price, Quote,
History & News. Retrieved from https://finance.yahoo.com/quote/DIS?p=DIS
Youtube. (2014, June). Walt Disney World AD. Retrieved from
https://images.app.goo.gl/j5zmvEv134a1sD3aA.
APPENDICES

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HELPFUL HARMFUL
INTERNAL
STRENGTHS
1.Promotion- They are very good with their
marketing strategies; they are a reputable brand
that is known throughout the world. Their
branding has always been about inclusivity of all
and I believe this plays a very big role in the
number of guests who walk through their gates.
2.Finances- Disney has not always been a
household name. It took years for their company
to grow to be a multi-billion company. Their
Finances have steadily kept them in the lead for
the market and Disney has done better than the
DOW foresaw.
3. Customer Service-They are one of the best
companies in customer service, no matter what
the complaint they will always try to help make
things right. After all Walt Disney World is the
happiest place on earth
WEAKNESSES
1.Price- The price of tickets has risen in the past
year, to guests this could be a down fall and
make them less likely to buy tickets.
2. Union- The Union can be both harmful and
helpful depending on the standpoint. Going up
to fifteen an hour is beneficial to those working
there but Walt Disney World needs to also look
to see if a salary hike is good for business needs.
3. Cast Members- There is a very high turn
around rate at Disney, the cast members are
always supposed to put on the show for the
guests and I believe this takes a toll on them.
Keeping the team happy is a lot harder than
keeping the guests happy.
EXTERNAL
OPPORTUNITIES
1.Technology- Walt Disney world is now
clearly keeping up wither their technology. They
are listening to Guests and making key
components of user experience as well as what
is needed for the guests to have a magical time
during their trips.
2.Political- Disney is very aware of their
strengths and weaknesses, they will listen to
their employees and they try very hard to keep
their turn around rate low.
3. Economic conditions- Since the economy
has gotten better it means that people are
spending more on tickets, because people are
coming down to Florida it does not only help
Disney but the gross domestic product.
THREATS
1. Lawsuits- This could be a very big weakness
towards Disney, it’s up to Disney to make sure
that guests are safe as well as safety is key for
every cast member that works there.
2. Demographics- Because the prices have
increased the demographics are changing, the
tickets are no longer for middle class I believe
this will change who is buying the tickets.
3. Competition- Down in Florida there are
different theme parks all fighting for that
number one spot. This means Disney needs to
stay at the top of its game and keep an eye out
on the competitors.