1. Positioning Statement:
We want are restaurant to be always evolving. Where people want to come back,
the guests are telling the experience or memory to someone and have the kids asking,
“When is the next time we can go back to the Disney restaurant”.
Social: The social factors are that technology is changing. So as opening a new business
we need to stay up on all types of social media. Such as Facebook, twitter, Google and
keep up with cyber life to market are company. This is the new age of marketing and in
order to succeed in this day of age we need to utilize all resources in social media.
Political: From a political stance we will not come into any conflict. The only thing we
will be handling would be taxes that we would have to report.
Economic: In this economy we realize that it is hard for families to save money when in
this day of age people are living pay check to pay check.So going to Walt DisneyWorld
is not something they can afford.So we have the Disney restaurantto bring a little Disney
Magic to them that they can enjoy close to home.
Competitive Analysis: (physical properties of a competitor)
Anywhere where people take there family to have fun is going to be the competition for
the Disney Restaurant. The best way to conduct a competitive analysis is to involve are
employees, are Disney cast members in the process.

2. (A creative and alert marketing manager recognizes competitive variables that are truly of
importance to the customers and are controllable pg. 543)
Since are restaurant is located at the Mall of America we have other family
orientated and kid friendly restaurants that will be are competition. The best way to
market for our restaurant is to think like our guest. What do they see, why should they
care, how are they going to be drawn in. So with thinking like our guests we can
hopefully single in on how they can be drawn to are Disney Restaurant.
*Disney Restaurant
~ 5 different themed dining rooms
~ Reasonably prized for the food and experience
~ A lot more interaction with children
*Rainforest Café
~ One big themed dining room
~ Highly prized for the food and experience
~ Low interaction with children
These are all of family fun places that are competition to us.
Chucky Cheese
B-day Places
Nickelodeon Universe
Waterpark of America
Valley Fair
Minnesota Zoo

3. Pump it up
Market Trends
Visitor trends: Our guest will mainly be family with children. There spending habits will
be middle class and they will be looking for a special discount or perk to make it worth
while to come. They want to feel like they’re getting a deal or getting what they’ve paid
for. Depending on the age of the children these types of demographic guests will use this
time wisely and utilize all amenities for their kids to use at the restaurant.
Competitive trends:Are location will be exclusive enough to be at the Mall of America,
which is known world wide that this is the biggest mall in America. We will provide a
high-class family fun environment; special features, food, capture the magic and leave an
everlasting memory for are guests to take away with them forever with out even traveling
to Walt Disney World. Are rates will be reasonably priced to present to are guest we
have a special experience that you can’t anywhere else at the Mall of America.
Related industry trends: The Mall of America is near b airports and many hotels to bring
in people form all over the world to experience a little piece of Disney at the Disney
restaurant in Minnesota.How Disney is going to be different than its competitors is the
way we draw are guests in a keep are continued guests and repeat guests. One of are
marketing plans is to develop marketing loyalty plan. This will work on a points system.
Anybody can sign up for this loyalty card. Guests can do this on are restaurant website or
when they are at the restaurant. The guest with the loyalty card will earn points for how

4. many times they have dined with us, if there bill is a certain amount, if they book a
birthday party with us they get points and special loyalty card discounts and special email
notifications of coupons and perks at the Disney Restaurant.The experience will be
magical with unique amentias of Disney Characters walking around table to table
interacting with the guests and having pictures taken with them, having Disney movies
playing for everyone to watch that the kids and adults can enjoy, every half hour have a
fun sing along that gets everyone involved ie: okey pokey, if your happy and you know it
clap you hands and many more.
A Marketing plan we have for all guests is every 1st
Friday of the month if you
dine with us and spend fifty dollars you get a free night stay at one of the Disney hotels in
California or Florida.This will help people to get into the mood to travel. So having
these exclusive nights we are giving are guests an incentive to come to our restaurant.
Are target market needs incentives to make it a worthwhile experience because not as
many people eat out as much as they used to. So we have to draw them in to make it a
special expense for them to spend money at a restaurant for there family.
Marketing Potential:
Marketing Research:
SWOT Analysis
Internal
Strengths-
Weaknesses-
External
Opportunities-

5. Threats-