2. Mission Statement: "The mission of The Walt Disney Company is to be one of
the world's leading producers and providers of entertainment and information.
Using our portfolio of brands to differentiate our content, services and consumer
products, we seek to develop the most creative, innovative and profitable
entertainment experiences and related products in the world."
Company Background
3. ● The Walt Disney Company began in 1923 as an animation studio
● In 1928 the first Mickey Mouse cartoon was shown
● Disneyland opened in 1955 in Anaheim , CA and Walt Disney World later
opened Magic Kingdom in Orlando, FL in 1971
● U.S. Disney Parks are 2 of the top 20 theme parks for attendance in a $15
Billion industry
Company Background
4. ● The middle class has decreased from 57% in 1974
to 45% in 2012
● Ticket prices have increased 8% on average every
year for the past 10 years
● Price increases have outpaced inflation
● Disney has received backlash primarily from current
guests in middle-class due to price hikes
● Disney risks losing its target demographic
Problem Definition
6. ● Sampling elements: Parents with children aged 3-12 in the United States with an annual household
income between $50,000-$99,999
● Population size: 120,800 individuals
● Sample size : 600 based on a 95% confidence level & a confidence interval (margin of error) of 4
● Sample elements would be selected through a stratified probability sampling method
● Estimated Research Budget: $150,000 assuming a $250.00 cost per response.
Sample Frame & Cost Considerations
10. Online Survey:
● Money & Visual display
● Question sequence & Time
Scales of measurement:
● Nominal
● Ordinal
● Interval
Ways we share survey:
● Email
● Social Media
Data Collection
11.
12. Perception of Ticket Prices
Vacation Habits
Income Level
Disney Park Experience
Question Topics
13. Surveyed for attendance in
lifetime (91%)
24% upper class
19% middle class
Results & Analysis
14. Surveyed for attendance after
January 1, 2010
27% upper middle class
17% middle class
Results & Analysis
15. Our results indicated upper-class were more representative of overall park
attendance (After January 2010)
Disney should switch their target market from middle-class to upper-class
Adjust according to economy
Continue growing the Disney brand
Allow the brand to capitalize on premium experience
Recommendation 1-
16. ● Respondents who have attended past January 1, 2010.
○ Surveyed on current ticket pricing
Mean - 3.0
Standard deviation - 1.47
● Surveyed on future increased pricing
Mean - 3.08
Standard Deviation - 1.98
No notable difference, therefore we rejected our original hypothesis
Results & Analysis
17. ● Continue trend of raising ticket
prices 8% annually
● Use revenue to expand and
increase value within parks
● Continue to promote brand
awareness and build brand
loyalty
Recommendation 2-
18. Results & Analysis
● Responses for non-park goers
❏ Surveyed on current ticket pricing
Mean - 2.38
Standard deviation-1.13
❏ Surveyed on future increased pricing
Mean -2.07
Standard Deviation- 1.52
19. ● 24% had not attended a Disney Park since January 2010
● Observe non-park goer tendencies
● Why are they not attending? How can Disney encourage them to
attend? (43%- Cost Driven)
● Sample size and demographic does not align
● Offer incentives to encourage visit to experience value of park
Recommendation 3-
20. ● Rejected our original hypothesis
● Allowed us to broaden our studies to two income classes
● Promote brand growth
● Will still engage and appeal to middle-class
● Do not predict a substantial decline in middle-class attendance
● Over the last 60 years, Disney has established brand loyalty in all
income classes
Conclusion
