Walt Disney World Resort
Marketing Plan
Prepared by:
Spencer Cooper, Nicole Koorndyk, Teresa Ruvalcaba, & Jessica Silva
BUS-306-90-SP14
Presented to Professor
Carol Davis
May 4, 2014
Table of Contents
Situation Analysis……………………………....…………………………………………………3
Market Summary……………………………………………………………………………….....3
Demographics…………………………………………………………………………………......4
Geographics………..……………………………………………………………….......................5
Psychographics…………………………..………………………………………………………..5
Market Trends…………………………….…...……………………………..................................6
Market Growth………...………….………....……………………………………….....................7
SWOT Analysis.......……………………………………………………………………………....8
Competition…………………………………………………………………………………..........9
Product Offering……………………………….......………………………………………...........9
Keys to Success……………………………………………………...……………………...........11
Critical Issues……………………………………….......…………………………......................12
References......................................................................................................................................13
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Executive Summary
Disney World is the number one choice theme park in the world. It has done an excellent job at
attracting and satisfying its visitors. The brand brings in billions of dollars in revenue and has a
steady attendance rate. Disney World has outdistanced all of its competitors and has secured the
first ranking in regards to theme parks. People who go to Disney World go for more than just the
characters and exhilarating rides, but for the overall ‘Disney Experience’. It is a place where
dreams come true.
In response to the declining economy, our organization would like to propose a new package
deal to help in assisting the population, namely families, in vacationing at The Walt Disney
World Resort in Orlando. The purpose of this deal is not to increase profit, but to expand the
accessibility of the park to visitors from out of state and out of country. One of the biggest
complications that visitors have at Disney World is the fact that there is no package deal that
allows for travel, hospitality and park use. This makes it difficult for customers to visit the park
and get the full Disney experience.
Because Disney World is the most visited theme park, it is important that they make the
experience and convenient as possible for all park visitors. The most basic package that is
suggested includes bundling hotel stay and park tickets. The tickets will cover entrance to each
of the four differently themed parks. The costs will vary by which hotel is chosen and how long
the stay will be. This will make it more convenient and affordable for families who wish to make
the trip to Disney World.
However profit increase is an expected result of this package deal, it is not the purpose of
implantation. The purpose is to make the Disney experience one that is accessible and affordable
to all families. The more visitors Disney World can attract, the more customers it has a chance to
build a relationship with. By attracting more visitors and making sure that they are more than
satisfied with their experience, Disney World will gain lifelong customers and keep the company
in the number one ranking for generations.
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Situation Analysis
Walt Disney World Resort (located in Orlando, Florida) is a company name that is known
worldwide. It is a destination that every child ultimately wants to experience, and often adults do
as well. A trip to Disney World is one that a person will remember for a lifetime and if often an
experience they would like to share with their friends and family. Unfortunately, this trip does
not come cheap; the cost of trip to Disney World is not one that not every family can afford,
especially if coming from overseas or across the country. Our plan is not to increase the profit of
Disney World, as their financials prove that they are already well off, but instead to make a trip
to this park more affordable and achievable for more families. Our proposition is that by
implementing additional vacation packages to their daily deals, Disney would be able to attract a
larger customer base. Currently Disney World does not offer hotel and theme park deals, making
it more costly for long distance travelers. We propose that Disney offer a variety of packages that
combine theme park tickets, hotel rooms, and even an option for airfare. These packages would
vary for distance traveled within the United States, and also for international travel. By
embracing the idea of package deals, Disney World would be a travel destination made possible
for the majority of families rather than only the middle-high classes.
Market Summary
Even in a sluggish economy, consumers would rather drive to a local theme park rather than
paying for an expensive vacation. For this reason, according to industry experts, theme park
stocks tend to perform well even during recessions. Even so, with low gas prices and an
improving U.S. economy, profits are being driven toward companies in this market. (Nair, 2014)
Disney theme parks are some of the most popular vacation destinations in the world, the theme
park of Orlando, Disney World, accounted for 17.1 million of the Disney parks visitors in 2011.
(Allison, 2013) Disney’s parks compete with several different companies; Six Flags
Entertainment, Cedar Fair, and Universal Studios are some examples.
Disney World currently offers discounted ticket pricing to Florida residents, charging $129 for 3day tickets, which is around $30 more than a normal 1-day ticket to non-residents. The product
being proposed will be more affordable to out of state vacationers, and those more frugal in their
lifestyle, allowing more people from around the world to visit the happiest place on earth. Each
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package will have the customizable option to bundle air-fare, hotel prices, and the cost of park
admission into one. Using Disney’s pricing strategy, which is the more days you stay the less
each days ticket costs, each package will have the chance to give more to the customer. (Disney
World)
Demographics
Many people make the assumption that Disney World’s sole target is children, when in reality it
is the entire family. Walt Disney once said, “You’re dead if you aim only for kids. Adults are
only kids grown up, anyway.” (Bui, 2012) Jamie Smith made a trip to Disney World at 22 years
old and was very skeptical about what she would experience given her age. She ended up saying,
"It turns out that Disney World attracts people of all ages, not just children." Frugal (medianincome) families are the main demographic target; through package deals they can save money
while still getting the full Disney experience. Disney World offers a wide variety of products,
rides, lodging, food, and much more that appeal to all age groups and people from all over the
world. All in all, Disney’s core constituency is the urban, median-income family who wants to
have fun.” (Bui, 2012).
Geographics
There are Disney theme parks located all over the world, expanding from the United States all
the way to Europe and Japan. International tourists make up 18-22% of the total number of
people who visit Disney World. (Garcia, 2013). The geographic locations that will be targeted
will not be limited due to the fact that these new packages are intended to be customizable,
dependent on each individual’s needs and wants. In this way, people from other parts of the
world can find a way to fit in a trip to Disney World while they are visiting America. It is of no
doubt that a great deal of people from neighboring states are much more likely candidates to
make plans to visit Disney World. The reasoning behind this is, the farther you live from the
park the more it will cost to make the trip happen. While the package deals will appeal to many
people, neighboring states will make up a large part of the target market area.
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Psychographics
“You don’t just visit Walt Disney World Resort; you immerse yourself and your family in a
world of wonder, a world where dreams come true and things still work the way they should.
You are “in the heart of the magic!” (Kotler, p. 7).
Customers don’t simply know the Disney brand, they form a strong emotional connection and
develop a love for it. (Kotler, p. 247). Disney’s brand is a very well-known brand that parents
can trust. Along with theme parks Disney also offers TV programming, movies and music,
cruises and hotels, retail stores, and toys. The many products produced by the Disney brand
offer a way for individuals to satisfy many of their wants, needs, and desires. Parents are an
important target for Disney, since they make the ultimate decision for their vacation wants and
needs.
Individual guests, not just families, are targeted by these package deals. Disney now attracts
middle-aged Americans with higher-end restaurants and alcohol now being served – Disney has
no intention of ignoring them (NY Times, 2012). The behavioral factors include: drinking,
dancing, and adult dining. For children they include: playing, toys, junk food, rides, and much
more.
Market Trends
A trend that is currently taking place in the Disney World market place is the multiple
generations that make up the target market. Disney wants its name to be a legacy – a name that
encourages families to want to experience the magic, and for future generations to be influenced
by. Disney has already been able to branch outside of only targeting children and appeal to an
older age groups as well. By appealing to teenagers with their exciting and exhilarating rides,
Disney World has opened its doors to all age groups. Because Disney is seen as a family place,
the primary market is both sectors of families (children and adults). The first target age is
between 4-12 years old, these are the children that are attracted to the Disney brand and
influence their parents to give them the ‘Disney experience’. A common trend that allows this
target market experience Disney World would be the holiday seasons. With the added attractions
and the breaks from school and work, this is a known prime time for families to come visit the
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parks. Each year Disney breaks its previous record of holiday attendance, a trend which they
expect to continue. Because Disney is a brand that has always marketed towards the younger age
group, these trends stay consistent. With the addition of vacation packages, nothing in the market
would change except for the ease of the opportunity for more families to make the trip to Disney
World.
Market Growth
Walt Disney is ranked #17 on Forbes magazine’s most valuable brands list; this proves how the
name alone is enough to make a profit (Forbes). In 2013 the company generated $14.1 billion in
revenue, also proving that the problem within the company is not revenue. To continue to grow
and expand their business, they would benefit to appeal to more income brackets, and also to
international markets. “The key to Disney's long-term success lies in its ability to expand into
international and emerging markets” (Vodicka).The following is a graph showing how the Walt
Disney Company has grown in park attendance and guest spending while in the park. As you
will see, in the years of the recession, Disney saw a decline in both sales and park attendance.
(Nair) Figure 1 – Park Attendance and Sales
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Again, this chart illustrates that in the financial sector, Walt Disney World Resort is more than
well off and able to recover from a temporary downfall in attendance. Although to increase
revenue is not our goal, it is a result that will follow with market expansion. If Disney
implements the package system into their sales, they would be able to appeal to a variety of
markets, expand the Disney name, and generate more profit.
SWOT Analysis
Strengths:

Most visited entertainment location in
the world. (Fox News, 2012)

One of the largest resorts in the world
including over 30,000 acres of land

The brand and character recall is very
strong worldwide (Mickey and
Minnie Mouse, Donald Duck,
Princesses, etc.)

Park Hopper Ticket

The park offers four theme parks:
Magic Kingdom, Epcot, Hollywood
Studios, Animal Kingdom
Opportunities:

Expand the Walt Disney World park

Expand annual passes/multiple visit
passes to promotional offers such a
vacation packages, discount tickets,
and discount hotel packages.

Introduce new attractions on a
consistent basis

“Imagineering”- combining
imagination and engineering in order
to bring imaginations to life.
Weaknesses:
 Due to the large size of the park, high
number of visitors, and variety of
attractions that the park offers, it is
often difficult for a visitor to see the
entire theme park
 All parks have separate ticket fees
 Management and monitoring can be
very difficult because of the assorted
product portfolio with the different
theme parks, water parks, and hotels
 Managing such a large product
portfolio may cause a lack of
efficiency
Threats:
 Extremely high operating expenses
 Local competitors such as Universal’s
Island of Adventure and Universal
Studios offer similar products that are
also very popular
 Competitors offer lower prices than
Walt Disney World, making them
more attractive
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Competition
Walt Disney World’s biggest competitor is Universal Studios Orlando. Universal Studios
Orlando, previously known as Universal Studios Florida, offers entertainment products similar to
Disney World, such as luxurious hotels, golf courses, nightly entertainments, and thrill seeking
rides. Florida is constantly visited by tourists from all over the world, making it a great place to
host any type of theme park and resort. Due to Disney World’s success, Universal Studios
Orlando had to come up with clever and unique ways to promote their theme park. Universal
Studios Orlando focuses on advertising specific attractions such as the Universal City Walk,
Islands of Adventure, and holiday events such as the Halloween Horror Night. Aside from its
attractions, Universal Studios Orlando offers lower prices than Walt Disney World in order
attract more and more customers. To look at the variation of costs in the different parks,
consider Universal Studies (Disney’s main opponent) and Disney World:
One day tickets to Disney World's Magic Kingdom cost $99, and for any of the other 3
parks it costs $94. On the opposing park, Universal Studios is charging $96 per day for
their parks. Visitors have the option of "park-to-park" tickets which adds $40 to their
ticket price at Universal, and the park hopper at Disney adds $35 to the ticket price per
day. Although the prices vary, Universal charging less on regular tickets, Disney World
offers 4 separate parks in the park-hopper while there are only 2 different Universal
parks. (Niles, 2014).
Product Offering
Disney World is the most visited entertainment location in the entire world, covering over 30,000
acres of land in Florida. It offers an enormous variety of entertainment via its four very
differently themed parks- Magic Kingdom, Epcot, Hollywood Studios, and Animal Kingdom.
Aside from the parks, Disney World also has a variety of different hotels and resorts. As glorious
as this sounds, it all comes at a hefty price. In order for a family to enjoy the large park
thoroughly, it will take more than just a couple of days. In order to make this trip affordable for
families, Disney World should consider creating park and hotel packages. By bundling the two
together, it will make the trip more affordable and an easier possibility for customers. This will
benefit the target market outside of Florida, especially international visitors.
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Not only do they have many locations throughout the world, but they also have found a way to
transcend age, gender, and even culture. As mentioned before, the problem is merely that they
are not available to everyone, everywhere. To take the United States as an example, there are two
Disney parks that are located on either side of the country. Locals that live within California and
Florida get discounts to visit Disneyland and Disney World respectively, and they also benefit
from not having to pay for a hotel or long-distance travel fare. However, the further away from
these locations someone is, the higher the price of this vacation becomes. Every mile travelled to
visit these locations has a rolling price tag that changes with the price of oil. Along with the price
of fuel comes the price of the hotel room, the cost of food, and the general comforts people
purchase when travelling.
A family of four to go to Disney World during the summer for six nights and seven days while
choosing a hotel within the park can expect to pay $3,485, which averages to be about $871 per
person (Black, 2013). This calculation however does not include the added cost of transportation,
since as noted before, that variable will change depending on the travel distance and the mode of
transportation. It could be noted that summer travel fares are typically much higher compared to
the prices during “off” seasons.
Many chain stores (typically grocery stores) already offer a discount price on Disney tickets.
These are usually found in cities that are within a 20 mile driving distance of Disney, but that’s
not guaranteed. What would benefit the Walt Disney Company in this scenario is to offer a
package deal that would help cut down the expenses in all of these factors.
An idea of how this might be executed to fit everyone, would be to have an equation that
includes all of these factors with a set price, or a “deal”, and let consumers enter their own
numbers as the variable. An example of this would be something like:
TC (Total Cost of trip) = (base ticket price*number of guests)*(number of days) + (base nightly
hotel price)*(number of nights) + (base airfare roundtrip)*(number of tickets)
TC= (94*4)*(6) + (50)*(6) + (450)*(4)
TC= 2256 + 300 + 1800
TC= $4356
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(Note that these numbers are based on the cheapest day ticket at Disney World, a nearby Motel
6, and Southwest Airline prices travelling from Los Angeles, CA to Orlando, FL.)
Keys to Success
In order to encourage the greatest success of the product offering, and to accelerate the progress
at the highest speed, there are a couple of obvious factors that will make the product more
appealing than other offers currently in the marketplace. One of these factors, or keys, happens to
lie with competitor pricing often being lower than most of Disney World’s pricing. With many
people feeling like we are still in a recession (Schoen, 2014), many consumers opt for the
cheaper option when planning out a vacation. Although there are many factors that play into
making Disney World a more appealing choice over competitors, such as Universal Studios
Orlando, more affordable package deals would certainly help sway the crowd in the pricing
category.
The thing about Disney World is that its longevity and consistency, not its pop-culture
currency, gives it an emotional depth that Universal Studios will never really have, at
least not for a long time. (Ostroff, 2013)
Like many businesses, the Disney name is something that has been engraved in the hearts and
households of many. This is a fact that has caused a great deal of success in the marketplace for
theme parks, and it is also a key factor of success. As long as Disney continues to have an
emotional impact on many, they will remain a big contender with little regard to the prices of
their competition.
Critical Issues
A current issue that is critical to moving ahead but may not make them successful in the
marketplace is the competition. Competition could possible drive away customers from the
Disney name due to Disney’s high prices and lack of package deals. With Universal Studio’s
newer additions, like Wizarding World of Harry Potter, their theme park World of Adventure’s
attendance has increased by 29% (Orlando Informer). This kind of increase of attention for the
competition makes the need of something new at Disney increasingly necessary.
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Participation is another possible issue, especially when trying to determine appropriate package
deals. If hotels and airlines are willing to partner up with the Walt Disney Company in this way,
they could find a way to agree on a discounted price that could potentially benefit everyone
involved. This kind of participation gives consumers more options when they are going to book
their family vacation, and it could play as a nice motivation. The benefit of these partnerships is
that the companies that Disney could partner with will be exposing their loyal audiences to
Disney deals, and vice versa. It is sort of like free advertising, only not exactly free. However,
there is a huge increase in support of companies when they are recommended by other
companies and business that the consumers already trust. However, without this participation the
plan wouldn’t necessarily have to fail.

Disney could instead offer deals with the hotels in their own parks, rather than with any
hotels outside of it.

They could offer the help with booking airfare at the lowest available price, rather than
guaranteeing that the customer is getting a good deal.
These perks would still help out with business, although they might not have as much of an
impact as partnerships would.
Marketing Strategy
The packages that will be added to the Disney World theme park are ones that are meant to make
visiting the park more convenient for people who have further to travel. As previously stated the
target market of Disney is the different sectors of the family, however our packages will attract
the sector of the adults that would be purchasing the packages. The adults are the ones in the
home who make the decision whether or not visiting the park is feasible for their families. By
implementing a “package deal” families will feel that because they can get a deal, they will make
the choice to visit the parks.
Disney World knows that it want to be the place “Where Dreams Come True”, this is their
slogan and the core of all their advertising. Being the place where dreams come true is the goal
of Disney and everything about Disney World conveys this goal. That value that consumers get
from Disney is not necessarily a material good, but the overall Disney experience. By adding in
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packages, Disney would make it more convenient for people all over the globe to experience the
magic that is Disney World.
Mission
Our mission is to offer an alternative package deal that allows a larger portion of the population
to experience the magic that has become Disney World. With the ability to create partnerships
with businesses located around the Orlando resort, our organization aims to beat out not only
Disney’s competitors, but also those of our partners. In the near future we aim to further add to
the opportunities the park offers to their guests to make the opportunity to visit a smooth one.
Marketing Objectives
As previously stated the goal of implementing a package deal system is not to increase revenue
and profit, but simply to make it easier for families to view the park. Disney is an extremely
popular name and the more people it can reach, the more loyalty it will receive from its
consumers. The goal is for customers of Disney to be loyal lifetime customers. Currently the
international visitors to Disney World makes up about 18-22% of the customer base (Garcia,
2013), with the package system, Disney could expect to see a dramatic increase in this number.
Everyone likes discounts and to believe that they are getting a deal when spending a large
amount of money, especially for a vacation. Being labeled a “package deal” Disney will be able
to attract a larger market.
Financial Objectives
Although finances were not a major goal in this marketing plan, they were still taken into
consideration when setting prices for vacation packages. Financial statements from previous
years were analyzed in order to come up with Disney World’s daily cost expense to run the park
along with the daily revenue generated. By calculating these two numbers, the average daily
profit was computed. This information was important in creating the vacation packages for
Disney World in order to ensure the packages do not create a net loss or negative outcome for the
company.
After determining the quantitative data, it was important to offer the right type of product to
attract the greatest amount of customers. A face-to-face survey was conducted at California State
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University, Monterey Bay amongst upper division business students. The results concluded that
customers would be more willing to vacation to Disney World if affordable vacation packages
that included airfare, hotel accommodations, and park tickets were available.
Target Markets
Our main target market is families, as they appear to be the one of the main markets that Disney
advertises to. This has been shown in various formats, from commercials to even billboards.
Although Disney World has an appeal to all age groups, young families are typically seen with
the most enthusiasm and excitement related to taking these trips. Groups of 3+ are also more
likely to participate in purchasing a package deal as this is often when discounts begin occurring.
For these reasons, these families have become the main target with the product offering.
Positioning
Disney has done an amazing job at earning a top position in the theme park sector. According to
a research study by TheRichest.com Disney World is the #1 theme park in the world (Said). In
the mind of consumers, Disney World is “the” theme park to visit. Even though they are the top
theme park, there are still obstacles in the way when it comes to visit the theme park.
The main obstacle would be convenience. Disney World being located in Florida can pose as an
inconvenience for those who are not close by. Another obstacle would be its competitors. While
Disney World is ranked at the top of the list for theme parks, its competitors are standing by to
take the consumers that Disney does not have. Universal Studios is the biggest competitor that
Disney faces, the biggest advantage that they have is a lower price and better deals. Universal is
known for is its “buy a day get a year” deal. With this deal if a person were to purchase a theme
park ticket for just one day, they would receive a year pass in return. This deal is unique to
Universal Studios and very popular among its consumers, especially those who are local.
A package deal system would be the best way for Disney World to secure its competitive edge
over Universal Studios. Even though Disney does not offer the same kind of deal that Universal
offers, it is something that will be able to compete when it comes to difference in cost between
the two theme parks. Disney World is already the most visited theme park in the world, and its
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counterparts such as Disneyland and other Disney World theme parks make up a majority of the
top 10 list. Because Disney currently hold the #1 position in the market the package deal will
simply secure its top placement.
Strategies
The strategy of Disney is to focus on the package deals it will be offering. The first step is to get
the word out about the new packages and the different kinds that will be available. The goal is to
reach adult sector of the target market that are able to make family purchases. Once the packages
have been presented to them, the availability for them to begin planning trips to the Disney
World theme park will be set in place. Once families have begun the use of package deals,
Disney will rely on a satisfactory experience that will result in customer loyalty and secondary
promotion via word of mouth.
Marketing Mix
Pricing
Currently Disney World is using a combination of Premium and Psychological pricing.
Due to the reputation that Disney has, they are able to set the price higher than its
competitors, such as Universal Studios. However, Disney does make their prices seem
psychologically pleasing to a customer by pricing a one day ticket at $99 rather than
$100. For the new vacation packages, the penetration pricing strategy was used in order
to keep the packages affordable yet still competitive. By pricing the package for a family
of four at $3,500, including 7 day park tickets, 6 night hotel stay, and round-trip airfare, it
is obvious there is a discount in the vacation price. Also the price still comes off as
psychologically appealing to the customer because they can see an estimated $500 per
day cost.
Distribution
Since the products are already a discounted package offered through Disney World,
Disney should not use any intermediaries. The package should be made available through
the Disney World website and Disney kiosk used to purchase tickets at the parks. By not
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using intermediaries, it will strengthen the relationship between the customer and Disney
by keeping the sale between the customer and customer, rather than having a middle man.
By strengthening the customer relationship, this will help guarantee customer loyalty.
Marketing Communications
Disney World’s marketing communications
include, but are not limited to advertising,
sales promotions, events and experiences,
public relations and publicity, direct
marketing, interactive marketing, and
personal selling. Disney World advertises
through television, radio, mobile app
commercials, and much more. Due to
Disney World being so popular already,
they do not need to advertise as much as
their competitors. Some promotions
(O’Malley, 2013)
Disney World has are free birthday passes, park hopper passes, water park passes, and
most importantly the many different types of Mickey Mouse ears promoting the different
parks, characters, and rides. Along with the Mickey ears comes with the Disney
experience that people receive from attending Disney World. After all, it is the “Happiest
Place on Earth” (Walt Disney World).
Marketing Research
Throughout the creation of this marketing plan there have been various sources referenced and
cited. Aside from these sources, primary data has also been present. This has been shown via a
survey of Business students at California State University – Monterey Bay, as well as with
knowledge from the various group members. In the future there will be a great deal of ongoing
marketing research necessary, namely to help maintain and further the success of the product
offering. Some of the marketing research would include looking back at the financials after the
first few months of offering the new package, and continuing yearly checks afterward. This
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would help to ensure that the deal was successful, and help spot ways to improve the profits.
Other research will also have to be executed when competition arises and begins to offer more
competitive bargains.
Financials
Break-even Analysis
The following table is the estimated break-even point for the cost of marketing the new
package.
Average Price Per Unit
$
3,500.00
Cost Breakdown
Fixed Marketing Costs
Rent
Salaries
Advertisement
Other Misc.
Total Fixed Costs
Variable Marketing Costs
Operating Expenses
Travel
Advertising
Total Variable Costs
Total Costs
Cost Per Month
5,000
20,000
7,500
833
33,333
Cost Per Year
60,000
240,000
90,000
10,000
400,000
Cost Per Package Cost for Break-Even # of Units(400)
1,600
640,000
200
80,000
700
280,000
2,500.00
1,000,000
35,833.33
1,400,000
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BREAK-EVEN ANALYSIS
fixed cost
$1,800,000
total cost
Sales
$1,600,000
$1,400,000
$1,200,000
SALES
$1,000,000
$800,000
$600,000
$400,000
$200,000
$0
0
100
200
300
400
500
UNITS
As shown above, 400 packages will need to be sold within the first year in order to break-even,
or sales amounting to $1,400,000.
Sales Forecast
Sales Forecast
Unit Price:
$
3,500.00
Sales (Per Package)
Revenue
Year 1
Q1
Q2
Q3
Q4
Total
40
90
140
190
460
140,000 315,000 490,000 665,000 1,610,000
Year 2
Sales (Per Package)
Revenue
Sales (Per Package)
Revenue
600
$
2,100,000
Year 3
700
$
2,450,000
Breaking-even becomes possible in the fourth quarter of the first year according to the
sales forecast.
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Expense Forecast
Expense Forecast
Fixed Costs (Annual)
Salaries
Rent
Advertisement
Other Misc.
TOTAL
Per Month
$240,000
$60,000
$90,000
$10,000
$400,000
$33,333
Controls
The current intended controls to measure the success of the product offering are as follows:

Increase/Decline in package sales.

Increase/Decline in consumers travelling long distances.

Change in competitor’s sales/popularity.

Consumer reviews.

Word-of-mouth.
By using these tools to measure the success of the product offering, it is perceived that solutions
to all potential problems could easily be solved.
Implementation
The first step of the implementation process of our product offering is to begin contacting the
potential partnerships in an attempt to engage interest. Once this is completed there will be
dozens of conversations that take place to discuss all of the details and necessary arrangements.
This means a discussion of prices, availability, and a contract that ensures a continuation in
working with our organization. These steps are very important to implementing this plan.
After all of the details have been thoroughly discussed, consumers can begin purchasing the new
package. This will be followed by a great deal of advertising through word of mouth and PR. By
this point the product team will be well-versed on how to answer any and all questions
consumers might ask.
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Marketing Organization
Hotel Partnerships
The Walt Disney
Company
Walt Disney World
Resort in Orlando
Airline
Partnerships
Advertising Agents
This organizational chart portrays The Walt Disney Company at the head, followed by the Walt
Disney World Resort in Orlando (the focus), and then the partnerships with hotels, airlines, and
advertising sources. This further shows the strengths of having partnerships as it gives more for
the company to fall back on if the product were to fail, as there is often strength in numbers. This
also denotes a weakness however, because managing and monitoring additional heads increases
when there are more players.
Contingency Planning
With competition and participation being the most critical issues currently foreseen, there are a
few steps that could be taken if things were to go poorly. Some options include:

Revamping package, either raising or lowering the price.

Changing partnerships.

Changing the availability to being a seasonal offer.

Increase the offerings to make it more appealing.
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With these options being fairly self-explanatory, the planning becomes more important in the
idea of a worst-case scenario. The worst-case scenario would be if consumers chose to ignore the
cheaper deal and continue to opt for more expensive packages. This could be caused by an
association with bigger names, word-of-mouth advertising, or previous visits to the park. If this
were to happen, the first step would be to decipher what is causing the lack of sales.
Assuming that it was due to associations with bigger names, the goal would then become
building up the names of the partners to the product or linking up with a bigger name. If it was
because of word-of-mouth advertising or previous visits to the park, there would need to be a
large increase in the advertising of the package.
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