Marketing Analysis Plan – Consumer Behavior
Continuing in the role of a marketing professional who has been tasked with completing a
marketing plan for a client, refer back to the research you completed in Topic 1 as a starting
point for the assignment. Conduct additional research related to consumer behavior.
Navigate to the IBIS World website provided in the Class Resources. Click on the Industries
dropdown at the top of the screen and then click on “View all sectors”. Choose your chosen
company’s industry from the list. Navigate to the Products & Markets section (use the menu on
the left for quick navigation). This section will provide the product category information.
Part I: Segment and Target Market Characteristics Diagram:
Directions: Use the information from the IBIS World website and Topic 2 Resources to
complete the chart below. Focus on addressing the questions below as a starting point for filling
out the chart. You do not need to address these questions separately.
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Identify the relevant customer segments.
Describe the specific characteristics of the target market.
Identify the needs of the target market.
Describe how the company differentiates its product and positions its brand to meet the
needs of the target market.
Describe a consumer buying behavior model for this company and brand.
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Segment
• Target Market Characteristics
Demographic
• US residents between 25-54
• Male and Female
• Blue Collar Workers
• Combined household income 115k - 230k
Psychographic
• Parents with young children, and multigenerational families
• People really think its the happiest place on earth.
• People believe Disney represents all that is good.
• People aspire to be apart of Disney Clubs
Geographic
• Primarily U.S. Residents
• Both Urban and Rural
Behavioral
• Fun for all ages
• Diseny fans visit the parks at least twice a year
Needs and Pain Points
• The need to get away from the rat race and have
fun
• Vacations where both parents and children can
have fun in the same space
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Part II: Marketing Position
Directions: Use your research and the resources provided in this topic to complete the chart
below. By addressing each section of this chart you will be determining how the company
differentiates its product and positions its brand to meet the needs of the target market.
Market Positioning Canvas
Disney Parks
Solution
Where can both adults and
children alike have an
immersive and entertaining
experience that transports
them to another world? Disney
Parks solves this problem.
Differentiators
Brand attributes
The Disney brand and its
roster of Iconic
Disney parks inspire feelings
of wonder, innocence,
positivity, and the belief that
dreams can come true.
Positioning Statement
For children of all ages that want to visit a land where anything is
possible, Disney Parks are amusement parks that uniquely solves this
by offering immersive experiances that brings your imagination to
life..
Part III: Buying Behavior
Directions: Using the consumer buying behavior model found in the topic Resources, identify
the type of buying behavior the target market will have for this company and brand. Explain how
this influences the consumer buying decision process. (50-100 words)
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Physiological needs will drive the target market of Disney Parks. Seeing groups of people
having fun, making memories with loved ones and eating good food will spark the need for
rest. Although visiting an amusement park involves a great deal of walking the fact that you are
having fun with loved ones and you are fully immersed in a world of pure imagination will
make you forget all about the daily stresses of life. This combined with Iconic Disney
characters and the lands they inhabit will bring to another dimension of fun. Doing this with
family an friends will also satisfy a social need as well.
References: Provide APA-formatted references for all resources you have cited.
Disney Parks Blog. (2024, June 11). https://disneyparksblog.com/
By, Mcleod, S., on, U., & 24, J. (2024, January 24). Maslow’s hierarchy of needs. Simply
Psychology. https://www.simplypsychology.org/maslow.html
Amusement Parks . ibisworld. (n.d.). https://my-ibisworldcom.lopes.idm.oclc.org/us/en/industry/71311/performance
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