This document discusses Walt Disney World's marketing strategy and financial analysis. It provides details on Disney's executive team and analyzes the theme park market shares in Orlando. Disney is recognized as the leader in guest service and has opportunities through expanding lands like Avatar and Star Wars lands. Financially, Disney parks generate significant revenue and expanding franchises like Star Wars will attract older fans and boost revenue by up to 31%. A contingency plan includes leveraging broadcasting companies and customer surveys to drive attendance.

1. walt disney world
To Tomorrowland and Beyond

2. the dream team
executive vice president
Patrick Schwaner
chief financial officer
Sierra Geiger
chief marketing officer
Wendy Hastings

3. once upon a time…

4. walt’s vision
Walt Disney World is a tribute to the
philosophy and life of Walter Elias
Disney and to the talents, the dedication
and the loyalty of the entire Disney
organization that made Walt Disney’sorganization that made Walt Disney’s
dream come true. May Walt Disney
World bring joy and inspiration and new
knowledge to all who come to this
happy place.. a Magic Kingdom where
the young at heart of all ages can laugh
and play and learn – together.

5. be our guest!!!

6. industry analysis
8.7
8
10
%Increase
Signs of an Improving Economy
1.8 1.9
2.5
4.4
1.4
0
2
4
6
Consumer Spending International Arrivals Domestic Travel Rates
%Increase
Axis Title
2010 2011

7. 2 0 1 1 o r l a n d o a r e a t h e m e p a r k m a r k e t
s h a r e s
7.84%
71.49%
20.67%
Walt Disney World Universal Resorts SeaWorld

8. competitors

9. …put our service to the
test!!!!

10. strengths
Recognizable name and character base
Consistent success in advertising and marketing
Unparalleled innovation
Variety
Appeal to consumers of all ages, races, and genders

11. weaknesses
Entertainment production costs are high
High employee turnover
Some consumers who live far away may assume the cost
of a visit is too high
So much to do, not enough time
Difficult for centralized management to monitor all
operations

12. opportunities
Renovations/Improvements
Thousands of acres of undeveloped land
New pricing, promotional opportunities
Increased focus on diversified marketing

13. threats
Recession has led to less consumer spending and travel
Market growth has been slow because of the recession
Increased labor costs
Increased operating expenses
Increased completion from Universal Studios

14. marketing strategy
Objective
With Disney as the new owner of
LucasFilms, we hope to expand
our promotional efforts to reachour promotional efforts to reach
the fans of the Star Wars Saga.
This opens up several segments
of the new target market, ranging
from the very young to young at
heart.
If you can dream it, you can do it.
--WaltDisney

15. positioning
statement
We are in a very unique position,
being recognized as the leader in
the hospitality industry because of
our record of being #1 in guest
service around the world. Our
biggest target market includes our
little “princes” and “princesses.” No
one has been able to match this
brand of “magic.”
All of our dreams can come true if we have the courage to
pursue them.
--Walt Disney

16. pricing
more ranges of package
options to fit different sizes
and types of families
marketing implementation
advertising
• Television – primary media
• Radio
and types of families
Not all families have 2 adults,
1 child 3 years or younger and
1 child 3-9 years of age
• Social media
• Internet banner ads
Laughter is timeless, imagination has no age, and
dreams are forever. ---WaltDisney

17. sales promotion
Special discounted
themed packages for each
marketing implementation
distribution
Mailed directly to the guest’s
home a month prior to the
expected arrival date unless
themed packages for each
of the parks with additions
• Vouchers or coupons
• Fastpasses
expected arrival date unless
the guest requests to have
them waiting at their resort of
choice based on reservations
Adults are only kids grown up, anyway.
---WaltDisney

18. who
Marketing department will be divided
into teams, each assigned to focus
marketing implementation
when
Fantasyland expansion – now through
at least fall 2014 totaling 6 months afterinto teams, each assigned to focus
on a different park. Teams will
periodically meet together to share
ideas and feedback.
It’s kind of fun to do the impossible. ---WaltDisney
at least fall 2014 totaling 6 months after
opening to keep the promotions fresh in
mind
Star Wars Land – 6 months prior to
opening through 6 months after opening
Avatar Land – same as with Star Wars,
beginning 6 months prior to opening

19. financial analysis
“Disneyland is a work of love. We
didn’t go into Disneyland just with
the idea of making money” –Walt
Disney-Disney-

20. financial analysis
• Disney Parks expansion even
through the recent recession
• Network generated revenue• Network generated revenue
(ESPN, Disney Channel Etc.)
46% of Revenue ($20 Billion)
• Parks generate second largest
revenue ( Magic Kingdom 31%
alone with 17.54 million
visitors)

21. “You're dead if you aim only for kids.
Adults are only kids grown up, anyway.”
–Walt Disney-
financial analysis
$4 Billion to acquire rights to
the George Lucas Film
$200 million to build Star Wars
–Walt Disney-
$200 million to build Star Wars
Land
$500 Million to construct Avatar
Land
Both attracting diehard older
fans bolstering Disney Revenue
by up to 31%.

23. “I only hope that we don't lose sight of
one thing - that it was all started by a
mouse.”
contingency plan
Broadcasting Companies
Surveys
mouse.”
--Walt Disney
Attendance and Special
deals for return customers