Walt Disney World Resort
Marketing Analysis
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
Executive Summary.........................................................................................................................4
Situation Analysis……………………………....…………………………………………………5
Market Summary……………………………………………………………………………….....5
Demographics…………………………………………………………………………………......6
Geographics………..……………………………………………………………….......................6
Psychographics…………………………..………………………………………………………..7
Market Trends…………………………….…...……………………………..................................7
Market Growth………...………….………....……………………………………….....................8
SWOT Analysis.......……………………………………………………………………………....9
Competition…………………………………………………………………………………........10
Product Offering……………………………….......……………………………………….........10
Keys to Success……………………………………………………...……………………...........13
Critical Issues……………………………………….......…………………………......................13
Marketing Strategy.........................................................................................................................14
Mission...........................................................................................................................................15
Marketing Objectives.....................................................................................................................15
Financial Objectives.......................................................................................................................15
Target Markets...............................................................................................................................16
Positioning.....................................................................................................................................16
Strategies........................................................................................................................................17
2
Marketing Mix...............................................................................................................................17
Pricing................................................................................................................................17
Distribution........................................................................................................................17
Marketing Communications...............................................................................................18
Marketing Research.......................................................................................................................18
Financials.......................................................................................................................................19
Break-even Analysis..........................................................................................................19
Sales Forecast....................................................................................................................20
Expense Forecast...............................................................................................................21
Controls..........................................................................................................................................21
Implementation..............................................................................................................................21
Marketing Organization.................................................................................................................22
Contingency Planning....................................................................................................................22
References......................................................................................................................................24
3
Executive Summary
Disney World is arguably one of the most popular choices for theme parks 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 (Fox News, 2012). 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 that there is not a package deal that allows
for travel, hotel, and park use. This makes it difficult for customers to visit the park and get the
full Disney experience.
Since Disney World is the most visited theme park, it is important that they make the experience
as convenient as possible for all park visitors. The most basic package that is suggested includes
bundling hotel stay and park tickets. The tickets cover entrance to each of the four differently
themed parks, and the costs vary by which hotel is chosen and how long the stay is. The new
package will make it more convenient and affordable for families who wish to make the trip to
Disney World.
Although profit increase is an expected result of this package deal, it is not the purpose of
implementation. 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.
4
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 is 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 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 middlehigh classes.
Market Summary
Even in a sluggish economy, consumers would rather drive to a local theme park rather than pay
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
5
lifestyle, allowing more people from around the world to visit the happiest place on earth. Each
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 stayed the less each
day’s 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.” (Smith). Frugal
(median-income) 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 because that these new packages are 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 many people
from neighboring states are likely candidates to make plans to visit Disney World. The reasoning
behind this is, the farther one lives 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.
6
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 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 parks. Each year Disney breaks its previous record of holiday
attendance, a trend which they expect to continue (Josh, 2013).
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.
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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.’ 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 (Nair,2014). 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 seen below, in the years of the recession, Disney saw a decline in both sales and
park attendance.
(Nair) Figure 1 – Park Attendance and Sales
8
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:





Weaknesses:
 Due to the large size of the park, high
Most visited entertainment location in
number of visitors, and variety of
the world. (Fox News, 2012)
attractions that the park offers, it is
One of the largest resorts in the world
often difficult for a visitor to see the
including over 30,000 acres of land
entire theme park
(Scootaround, 2012)
 All parks have separate ticket fees
 Management and monitoring can be
The brand and character recall is very
very difficult because of the assorted
strong worldwide (Mickey and
product portfolio with the different
Minnie Mouse, Donald Duck,
theme parks, water parks, and hotels
Princesses, etc.) (Seno, 2005)
 Managing such a large product
Park Hopper Ticket
portfolio may cause a lack of efficiency
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.
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 (Gibbins). 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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Day 1
Day 2
Day 3
Day 4
Day 5
Day 6
Day 7
WDW
$99
$94
$91
$74
$61
$52
$46
WDW + PH
$159
$154
$151
$134
$121
$112
$106
WDW + PH + WP
$185
$180
$177
$160
$147
$138
$132
The charts above shows Disney World park prices per day over a seven day period depending on
the type of ticket purchased. WDW (Walt Disney World) represents a park day ticket for Disney
World. WDW + PH (Park Hopper) represents a park day ticket plus a park hopper ticket; an
additional $60 per ticket. WDW + PH + WP (Water Park) represents a park day ticket plus a
park hopper and water park pass; an additional $85 per ticket. The chart below shows Disney
World park prices in comparison to the package being proposed with a family of four in mind.
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Below is how the package would look if an individual chose to purchase the package on their
own.
(Prices on the vertical axis are in hundreds.)
The package deal includes the price of the park ticket, airfare, and hotel stay.
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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.
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
13
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 family, however our packages will also attract adults that would be
purchasing the packages. The adults would be those in the home who make the decision whether
or not visiting the park is feasible for themselves or their families. The implementing of packages
will allow families better deals, making them feel better and more likely to visit the parks.
Disney World is known as the place “Where Dreams Come True”, this is their slogan and the
core of all their advertising. The value consumers’ receive from Disney is not necessarily a
material thing, but an overall Disney experience. By adding in packages, Disney would make it
more convenient for people all over the globe to experience the magic of 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
14
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 and travelers to view the park. Disney is an
extremely popular name so 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 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 that 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
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.
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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 or more 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 visiting 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 obtain. Universal Studios is the main competitor that
Disney faces, the biggest advantage that they have is lower prices and better deals. Universal is
known for 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, packages will be able to compete when it comes down to cost differences between the two
theme parks. Disney World is already the most visited theme park in the world, and its
counterparts such as Disneyland and other Disney World theme parks make up a majority of the
top 10 list. Because Disney currently holds the #1 position in the market, the package deal will
simply secure its top placement.
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Strategies
The strategy of Disney is to focus in 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 kiosks used to purchase tickets at the parks. By not
using intermediaries, it will strengthen the relationship between the customer and Disney
by keeping the sale between them and customer, rather than having a middle man. By
strengthening the customer relationship, this will help guarantee customer loyalty.
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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 provides 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 the enjoyable
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
would help to ensure that the deal was successful and help in spotting ways to improve the
profits. Other research will also have to be executed when competition arises and begins to offer
more competitive bargains.
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Financials
Break-even Analysis
The following table is the estimated break-even point for the cost of marketing the new
package. (Referenced: The Walt Disney Company, 2013)
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 public
relations. 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.
23
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