Disneyland paris marketing analysis dissertation

Introduction

Following a success in America, Walt Disney decided to make a similar entertainment and vacation park in Europe. On April 12, 1992 the park was opened the very first time as Euro Disney Resort. Nowadays it really is known as Disneyland Paris, which is located near Paris in France. This consists of two theme parks (Disneyland Playground and Walt Disney Studio Park), a single entertainment district (Disney Village)1 and 14 hotels owned by Disneyland Paris2 The opening of Disneyland Paris, france was debated. People were afraid of being affected by the unhealthy lifestyle and usage of the Americans.

A French reporter wrote, “I wish using my heart the rebels would arranged fire to [Euro] Disneyland and an italian philosopher stated, “It is usually not America that is invading us. It is we who also adore it, who adopt the fashions and above all, the words. 

All in all individuals were against the beginning of Disneyland Paris. a few How important is Disneyland Paris at this moment? Just how is it using marketing? Who also are the customers, Americans and Europeans? Is definitely Disneyland Paris a rival in comparison to various other amusement parks? Which challenges can it currently deal with? To find answers these questions, we is going to analyse Disneyland Paris? performance through a SWOT-Analysis, which gives us an idea of its advantages, weaknesses, opportunities and threats.

As we come to a conclusion, we all will also give an guidance to Disneyland Paris upon what it can improve in order to perform better.

Internal analysis

The industry

Disneyland Paris is in a heterogeneous oligopoly. A heterogeneous oligopoly is actually a market by which there are a few vendors, and a lot of purchasers. The sellers are in competition with one another and they are well informed about the actions of other sellers. Therefore , the decisions firms help to make, mostly are influenced by decisions that their rivals make, plus the other way around. Disneyland Paris is an acting professional in the market of amusement parks. In about any European country you can find a great amusement park.

However , only some of these parks are offering places to stay and eating services, helping to make the trip more of a special and interesting experience. The foreign exchange market isheterogeneous because, even though amusement parks seem similar, the feeling and experience in each one is completely different. Furthermore, only some sellers can oversee decisions made by rivals. Next to that, there are many buyers. In 2013 14. 9 million persons visited Disneyland Paris4. Disneyland Paris’ location and performance

As mentioned before, Disneyland Paris made welcome 14, 9 million guests last year. This makes it the biggest tourist destination in Europe, specifically compared to the Eiffel tower, which only allures approximately several million site visitors per year5. In comparison to different amusement parks

How many visitors performed other amusement parks in European countries welcome in 20136? ‘De Efteling’ (Holland) ” 5 million tourists per year

‘Movie Playground Germany’ (Germany) ” 1 . 3 , 000, 000 visitors each year ‘Europa Park’ (Germany) ” 4. six million site visitors per year ‘Gardaland’ (Italy) ” approximately several million tourists per year Established side by side to other amusement parks in European countries, Disneyland Paris is doing very well on their tourists count.

Economical performance

Disneyland Land continues to be taking failures in 2011, 2012 and 2013. So with value to their profit, Disneyland Paris is definitely not performing that very well at all. Their net reduction was of course high in 2012, with 95. 2 , 000, 000 euros. In 2013, they managed to cutback the loss to 78. two million euros. See appendix, table 1 ) Notwithstanding, it truly is still a lot of money. So how come that Disneyland Paris, the biggest enjoyment park in Europe, can be taking a damage? 14, 9 million site visitors per year seems to be a high amount of site visitors, but in yesteryear three years, the quantity of visitors per year has lowered and the lodge occupancy price has gone straight down. Even though the amount of money that tourists spent (per visitor) offers slightly risen, it is not enough to make up for the decrease in visitors. Observe appendix, desk

2 . Realization

Despite the fact that Disneyland Paris is definitely the biggest holiday attraction in Europe, as well as draws more visitors compared to the Eiffel Tower system, it is not financially healthy. Disneyland has again been taking a big damage. Disneyland Paris has to alter its strategy to achieve great numbers and also to start making profits.

Value

What Disneyland Paris offers for their guests isn’t just an entertainment park, costly experience. Disneyland offers two parks, Disneyland Park and Walt Disney Studios Area, with a total of fifty nine attractions. As stated by http://corporate.disneylandparis.com/: ‘Disneyland Area captures the sweetness and dream of a classic Disney theme park while the Walt Disney Galleries Park features the magic of movie-making. ‘ To make the Disneyland Paris encounter complete, it offers several resorts, 63 eating places, sport features, a well being center, baby-care service, life-size Disney personas and a lot of reveals and parades in the traditional park as well as in the galleries park. The worthiness that Disneyland Paris provides is not just visit an amusement park with only entertaining rides, but an actual probability meet the heroes from the Disney movies.

Visitors can hug and take a photo with their favourite movie personas. Besides Disneyland Paris, france made sure that its guests stay in the Disney-feeling, even though having customer for example. Another part of the value that Disneyland Paris presents is that that combines the Walt Disney Studios Playground with the traditional park. By way of example ‘De Efteling’ (Holland) does not have a movie-oriented playground, and ‘Movie Park Germany’ (Germany) does not have a classic area, but only the movie section. The fact is which the customer does not need to choose between those two choices at Disneyland Paris, although can have both by Disneyland Rome. A lot of other theme parks in England or European countries also have astonishing attractions, but Disneyland Paris offers more than that.

Disneyland Paris’ marketing mix

As mentioned ahead of, Disneyland Rome has a whole lot to offer. This serves their customers an amazing encounter. Due to all this, the playground had 18, 9 , 000, 000 visitors last year. However , just like any other company, they used diverse tools to be this successful.

Product

Disneyland Paris gives several companies not just the amusement parks that folks always appear to think about. Next to the two parks, they also own eight hotels held by itself and seven partner hotels, including a free busconnection from and to the park. A lot of the hotels get their own special features, one example is tennis process of law, swimming pools, fitness gyms, and horse ride. Furthermore, the vacation resort includes Disney Village, the industry street in which many shops, bars, restaurants, and interesting attractions are located. Following to all this, the hotel also includes a golf complex. The target sectors of Disneyland are mainly families with children. When customers come to Disneyland Paris, france they have a good time, not simply for the children, but also for the fogeys. They might actually want to feel while children themselves again.

Disneyland Paris attempts to give the visitors this experience using their parks, resorts and all the other features. Apart from feeling like a kid again, a few parents are looking for some leisure and sports, which can be found at Disneyland Paris as well. These products happen to be part of the famous brand Disney, even the accommodations. This big mixture of items sets Disneyland Paris besides other interest parks. Even though other recreational areas may include a brand and shops, most of them do not add a hotel. Actually less parks accommodate a golf intricate! These positive aspects make Disneyland Paris as to the it is: a really attractive get-away. Strengths: Disneyland Paris offers a lot of different products. This makes it interesting for many goal groups. It is far from only for families with children, but can be for groups of friends. Weaknesses: All the Disney items may become a bit too mind-boggling.

Price

When the decision to see Disneyland Paris, france is made, seat tickets need to be bought first. Seat tickets are sold online of Disneyland or within a travelling firm. The prices intended for tickets can be found in the appendix, table 2 . As noticed in the table, the playground gives several discounts. For instance , instead of spending money on three day, one day is given for free. If the intention is to stay for more than one day, the opportunity to book a hotel can be bought. The seat tickets are already as part of the price in the room. The price tag on the lodge for one nighttime and 1 adult range between ¬111. 00 to ¬663. 00. Kids from the age of 3 until 11 can spend the night time in the hotels for free. However , these prices are generally not fixed although can change according to the requirements and wants of customers. The prices in restaurants differ.

That they range from less than ¬15. – to over ¬25. -. This provides a wide range for customers and contains something for each target section, rich orpoor. Having a cheap dinner might sounds superb to most father and mother, since often the food in (other) appeal parks is very expensive. Talents: The low prices of a few of the restaurants can be considered as a strength. Usually the foodstuff in appeal parks is very expensive. Also, parents generally believe that the trip alone already price much money, so having some economical restaurants gives Disneyland an edge. Weaknesses: The entrance selling price of the playground is very large, much higher than patients of additional parks, which are usually about ¬30. -. Furthermore, the stay in resorts might be too costly for some buyers.

Promotion

Disneyland uses several tools in promotion, like the television, a radio station, advertisements and face-to-face connection. It sends out advertisement within the television on children and family senders. It also play ads on the radio, making use of the voice of Mickey Mouse button. By contacting mostly kids, it accomplishes its success. Next to these types of promotion, in addition, it posts advertising for example in newspapers and children publications. Also, there is the face-to-face communication. Visitors notify friends and family of their experience in Disneyland Paris, france, making the listener begin thinking about Disneyland Paris favorably or even adversely. Finally, there is a form of promotion that is not in the hands of Disneyland Paris itself, namely the multimedia. Reporters and journalists come up with Disneyland. These articles can be confident, but can be negative. Sadly for Disneyland, it is very hard to prevent bad news.

The only thing that Disneyland Paris can carry out is to demonstrate journalists are wrong using their writings following their magazines. Strengths: Focussing commercials in children is a smart move. Kids can be very strong towards their parents’ spending. Which parent or guardian does not want to see his or her child happy? Disneyland Paris is known as a fun knowledge and makes families bond. Disadvantages: Just like any other organization, Disneyland will come across a lot of negative media. Not only simply by journalists, nevertheless also some people that have been in the park and have had a adverse experience. Every one of them can start rpomoting their experience. For example , within an article in The Independent, by May sixth 2010, which in turn explains just how employers of Disneyland Paris, france have had injuries or determined suicide, due to some issues with the administration of Euro Disney.

six Place

Disneyland Paris is found very all around Paris, thirty-two kilometres to the east. This makes it a central point in The european countries. It is well accessible by simply car, since the park is located near a higher way. Throughout from the entry of the two parks is situated a train station, Marne la Vallee-Chessy. This train station has a direct top speed train in order to cities like Bordeaux, Marseilles, Nice, Lyon and even Brussels. Also, the Eurostar solutions a direct collection from London to this train station. Another convenient way to get to the park is to get buy bus, since there is also a direct bus service offered from two international People from france airports, Charles De Gaulle International Airport and Orly Airport terminal.

Strengths: Disneyland Paris is easily accessible, which gives them a great advantage. Disadvantages: Disneyland Paris is located in a spot where the weather is very unpredictable. You are never a 100% certain whether or not the weather will probably be good or perhaps whether it will rain all day long. Also the nearby villages might experience a lot of troubles with Disneyland and its facilities. As an example the train moving by simply 200 yards from a city like Chessy. This can cause nuisance pertaining to the people living there.

External Analysis

An external analysis focuses on all external variables that influence a company’s overall performance. They identify a provider’s success, the chances and risks. It is therefore a very important job for entrepreneurs to know the planet in case to adapt to styles. Marketers need to find out and understand them in the event to adjust their very own strategies. The external analysis is decide to part into two parts, that happen to be called microenvironment and macroenvironment.

8 Micro-Environment

The microenvironment is about inch[¦] the actors close to the company that impact its capacity to serve it is customers [¦] (Kotler/Armstrong 2012, p. 66). In order to take care of the customers, an organization? s job is to build-up a good relationship with these actors, that consist of other companies, suppliers, promoting intermediaries, rivals, publics as well as its customers.

Consumers

As mentioned above a firm has to make value due to its customers. In orderto do so, Disneyland Rome has to know the customers’ demands and wants. First of all Disneyland Paris has to divide industry into smaller segments. Afterwards it has to choose groups to. There are many parameters to use to split up a market into smaller sized groups and decide whether to enter or perhaps not. Inside the following client analysis functioning at the key variables like geographic, demographic, psychographic and behavioural. 1 Disneyland Rome? consists of a consumer market, meaning Disneyland Paris is aimed towards individuals and households shopping for services and goods. The customer market is a mixture of a local and international market. Even Disneyland Paris is found in France, making use of the geographic segmentation, which divides a market in to different nations, states, parts, countries, cities or even neighbourhoods, its key target group is Europe. As we are able to see in table 4 (see apendix), Disneyland Paris? marketplace consists of seven major teams and the remaining world. To

he table describes the major groups with all the share in percentages coming from 2011 to 2013. The groups are France (51%), United Kingdom (14%), Spain (8%), Belgium (6%), Netherlands (6%), Italy (3%), Germany (3%) and the rest of the world (9%). With assurance we can deduce these are the biggest groups, not merely through the desk, but likewise through the established website which can be presented in many languages. being unfaithful A company also needs to make a decision if for example which will age, male or female, family size, income they need to reach. These types of variables belong to the market segmentation. The book “Principles of Marketing by Kotler and Armstrong¦p 191 says: “Demographic factors are the most popular bases for segmenting consumer groups. A single reason is that consumer requirements, wants, and usage rates often fluctuate closely with demographic factors.  (Kotler/Armstrong 2012, l. 191) Moving this strategy to Disneyland Rome? customers, we can easily see the target groupings within the physical segmentation. Disneyland Paris is principally focusing on family members with kids within the associated with 3 to fifteen years10, which usually remains to be a problem while analysed down the line.

Secondary additionally, it provides providers and attractions to teenagers and older generations. As we have analysed in the first portion of the paper, Disneyland Paris presents services and attractions for people in every single life-cycle stage. 11 As a result we can see Disneyland Paris can be not mainly focusing on children, it is mostly focusing on family members activities overall. The family size will not play a large role, becausealso singles, classes or just big groups will be welcome to see the world of Disneyland Paris. Different variables happen to be psychographic and behavioural. Disneyland Paris can be targeting buyers who are searching for adventurous and unforgettable vacations, which goes in the behavioural segmentation.

Disneyland Paris needs visitors who also are excited, active and dreamer. To attain holidays like that people must pay a high amount of money, therefore Disneyland Paris, france is aimed towards the working class with a larger income. All in all Disneyland Paris, france typical customers are not only fresh families using their children, as well adolescents and groups, all from The european countries. Because of the fact Disneyland Paris is very expensive it really is focusing on people with bigger income, who want to experience a distinctive and adventurous entertainment.

Rivals

A company in the same organization or in a related business is named a competitor. In order to be effective, a company must grant higher value than its rivals do. The same applies for Disneyland Paris. What are its competition and how good are they? In Disneyland Rome? case its competitors are not only located in France, also in Europe (compare table 5). The leisure park organization is growing for a steady charge. Still Disneyland Paris is the market leader in this business. To evaluate the competitors through this market, it is necessary to take a more detailed look at these people. One way is to look at the clients the amusement parks are focusing on. Those recreational areas who have precisely the same target teams are closer competitors to get Disneyland Rome. As mentioned above, Disneyland Paris? concentrate on groups happen to be families with children and adolescents, who would like to make an exceptional experience associated with a longer vacation stay in Disneyland Paris.

The majority of amusement parks happen to be listed in stand 3, that happen to be focusing on clients who just want to stay for the day. For that reason Disneyland Rome and the different parks when compared to have generally different target groups and goals. One more factor would be the yearly guests. The main opponents are? De Efteling? inside the Netherlands with 4. two million visitors and? Europa Park? with 4. six million tourists in Philippines. Even if Disneyland Paris provides twice as very much guests (16 million) (see table 5), those idea parks have the same strategy in creating an overall theme-park ambiance while focusing on the same groups (families with their children and adolescents).

Yet, Disneyland Rome hasthe maximum market share and is definitely industry leader in this business. It is overall appearance together with the whole The disney world resort makes the park unique in comparison to? De Efteling? and? Continente europeo Park?. But it is very important we do not leave out of account the fact, Disneyland Paris, france is unable from its bills and loss, as mentioned just before. While Disneyland Paris can be recording losses, the different two leisure areas are documenting profits and performing better financially. doze Disneyland Paris, france needs to be careful in order to stay the market innovator.

Competitive Strategies

Disneyland Paris is using an effective manufacturer strategy. These results in possessing a strong image of the Disneyworld in the consumers? minds and reaching a higher value persons put on Disneyland Paris. Besides, there are four basic competitive strategies utilized by marketers. The first is called total cost management, which attempts to achieve the best market share with the lowest costs as possible. Another one is concentrating on creating a excessive differentiation within the companys? product line (differentiation). A lot of companies as well choose to serve just a few industry segments instead of reaching the complete market. Your fourth strategy is named middle-of-the-road which usually combines the strategies. Firm performances are showing they are really performing more serious with this. 13 While following one of those strategies ” overall expense leadership, differentiation, focus or middle-of-the-road- businesses want to offer a superior value through worth disciplines. Introducing all of them, operational excellence focuses on reducing “[¦] costs and creat[ing] a lean and efficient value-delivery system.  (Kotler/Armstrong 2012, p. 537) Another technique is to focus on the requires and wishes of the focus on groups (customer intimacy), as the last discipline called item leadership is usually offering fresh and better products with their customers.

Disneyland Paris? technique is to incorporate the differentiation strategy with all the customer intimacy strategy. Throughout the analysis in part one, wherever we have found the economical debts of Disneyland Rome, it is not pursuing the overall cost management strategy. Rather Disneyland Paris, france is centering to broaden its park while creating new products and services for any stages with the age existence circle. This implies for the differentiation strategy. Doing this, Disneyland Paris needs to knowits customers’ needs and wants perfectly, which results in consumer intimacy.

Getting this objective Disneyland Paris is spending a high quantity in study to develop modern products and services. 18 It is promoting its enjoyment mark through digital mass media and internet to reach the adolescents and teens. Disneyland Paris is the owner of the position while the product innovator in its organization, because it is always innovating and creating new products to keep its park appealing. It is gradually offering leading-edge products and services, not only to reach new clients also to convince buyers to visit Disneyland Paris once again.

Macroenvironment

In comparison to the micro-environmental evaluation the macro-environmental analysis can be not regarding the close actors around the firm, it is about the larger societal forces because demographic, economics, natural, technical, political, and cultural causes, that impact the microenvironment. The tendencies of the elements listed just before form the options and dangers companies have to deal with15. In case of Disneyland Paris the demographic modify is one of the most important topics. The demography is looking at the populations’ structure as well as its shift. Even as see in figure one particular (see appendix) the economy knowledgeable an enormous lessening trend in the birth rates, which resulted in an aging society. Smaller sized family sizes are the aftercrop of this tendency. More important is to take a look the way the demographic change will go in in the future.

Number 2 (see appendix) gives us an economic prediction of how the current circumstance affects the citizenry structure in the future until 2060. Figure 2 (see appendix) shows the expansion from a bell designed population towards a form as an urn. This really is an indication associated with an aging human population with much less births. This year the biggest age bracket was described of people in the age of 15 ” 55 years. In 2060 it might happen, this group becomes significantly less and the age group of 60 ” 90 years will increase. Referring to Disneyland Paris, france, as we analysed earlier in the paper, the primary target number of Disneyland Paris, france are youthful families with children and adolescents. And so the demographic tendency is a danger it has to deal with. Disneyland Paris, france has to transform its structure towards satisfying older generations instead of centering only upon children and adolescents in order not to lose a high amount of customers. In addition Disneyland Paris features toexperience a price increase in nonrenewable resources so on oil and water, which belongs in the category of the natural environment.

The retail price increase in oil in the last years is obvious16. Through bigger prices intended for the resources, Disneyland Paris has higher costs. Disneyland Rome could maximize its ticket prices, nevertheless how will customers react? Disneyland Paris is saying alone it has to discover ways to use their resources largely water, conventional paper and strength more smartly and efficient17. Even Disneyland Paris is geographically not affected by the results of the weather change, it truly is fighting against it.

In the? 2013 Research Document Disneyland Paris says it helps [¦] through it is environmental insurance plan, in particular having its water ingestion initiatives and its efforts in preventing and fighting pollution discharges.  Also inside the social environment Disneyland Rome is putting a high emphasis on negotiating contracts with its suppliers. Disneyland Rome is record its requirements in the? 2013 Reference Document? (p. 144): “Not to use child labor or pressured labor;

To take care of each worker with dignity and respect and refrain from adopting discriminatory practices in hiring and employment; To respect employees’ right to connect, organize and bargain collectively; To provide staff with a secure and healthful work environment and also to ensure that most accommodations offered to staff comply with health and safety requirements; To apply laws and regulations relating to wages and functioning time, environment, manufacturing, charges and revenue and circulation of products, Not to employ subcontractors to manufacture Disney products or components with no prior written agreement [¦]

If a breach in standards can be identified, the supplier need to correct it or quit producing to get [Disneyland Paris].  These factors are displaying the substantial social responsibility Disneyland Rome cares about. Besides this it is also trying to industry its products child-oriented, improving the food in quality and safety and provides customer into the safety. Disneyland Paris also agreed to support the French economy and the employment18, but all of us won’t elaborate about that excessive right now.

Proper advice and conclusion

As analysed in the paper there are plenty of threats Disneyland Paris has to dealwith. But , threats are certainly not necessary bad for the company, they can also amount to opportunities to increase its strategy. Mentioned before, the demographic alter is one of the biggest threats. Disneyland Paris must change their concept toward older age groups in case of not really losing clients. Disneyland Paris has already completed a lot with this direction offering products and services to prospects age groups. nineteen This does not suggest Disneyland Rome is safe, this still ought to analyse it is older consumers? needs and wants to be able to innovate products and services satisfying these people. One advice is to improve the arrival and departure. Despite the fact that Paris and thus Disneyland Paris, france are easy to reach, it can be continue to improved. A thought is using the international teach Thalys. Thalys is offering many routes through five European countries ” specifically Belgium, Australia, France, holland and Uk, stopping in 31 cities20.

Disneyland Paris could cooperate with the corporation to create fresh packages (combining Disney-tickets with traintickets) intended for an easier and cheaper arrival/departure. Referring to the countries mentioned above, mainly these kinds of countries will be presenting the prospective groups inside Europe. Even as we analysed Disneyland Paris ought to reach new customers. A possibility is usually to advertise itself more in eastern European countries such like Poland and The ussr, which human population became even more willing to put money into holidays. Even as can see on Disneyland Paris? website, that offer their official site in individuals languages (www.disneylandparis.com). This is a place that can be superior to reach new target groupings. Not only individuals countries are most often interesting, as well emerging countries such like south-western European countries.

In order to reach these people, Disneyland Paris, france could make an effort to convince Thalys to make use of its tracks towards these countries. An additional factor is Disneyland Rome seriously must keep its prices stable or even reduced them. Obviously it is not that easy to reduce these people while reference prices and so costs will be increasing, although Disneyland Paris, france could building its own blowing wind farm using renewable solutions to produce very own energy. This fact will not only contribute in lowering rates, it will deliver a new beliefs that pays attention to environmental surroundings and it earns the trust of the people people who are environmental conscious. Disneyland Paris consist of this point, in the event they apply this strategy, inside their advertisements. Approaching away from cutting down costs and costs, Disneyland Paris can boost its imagethrough higher friendly responsibility.

The main advice providing Disneyland Paris is to present a sensitization campaign, which is sometimes called cause-related promoting. “Cause-related promoting has become a primary form of corporate giving. It lets corporations “do very well by doing good by relating purchases in the company? s products or services with fund-raising intended for worthwhile triggers or charitable organizations.  (Kotler/Armstrong 2012, s. 85) Since Disneyland Paris is focused about families and children, for every ticket sold a portion could be donated to a charity for poor kids. Not only Disneyland Paris would benefit of this marketing principle through higher profits, also children moving into the underclass are best. In one sentence in your essay: Disneyland Paris would not just give laughs to kids visiting the entertainment park, in addition, it gives smiles to kids that are not that great unique and exciting wish world of Disneyland Paris.

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Philip Kotler & Gary Armstrong (2012, 14/E): Rules of Marketing, Global Edition, Pearson, Harlow, Britain

Philip Kotler & Gary Armstrong (2014, 15/E): Guidelines of Marketing, Global Edition, Pearson, Harlow, England

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