Aulani Marketing Report
Introduction
This marketing research project is developed to benefit the future development of Aulani, a Disney Resort and Spa, especially focus on green marketing perspective. In this project, the format of marketing plan is followed and it has four main parts. First, a general business description is given, having an overview of Aulani. Second, the internal business environment of Aulani is analyzed, from both fundamental principal of marketing perspective and green marketing perspective. Following is the analysis of Aulani’s external business environment, which can be divided into two parts, general environment and competitor analysis. Finally, SWOT analysis is withdrawn to conclude the previous analysis and two marketing strategies are recommended.
I. General Business Description
1. Production Description Opened on August 29, 2011, Aulani, a Disney Resort and Spa, locates at Ko Olina Resort and Marina in the Hawaiian island of Oahu. It has two main 15-story buildings with 343 hotel rooms and 16 suites plus 460 Disney Vacation Club Villas. Besides, there are two full-service restaurants, a buffet eatery, two lounges and two pool-side shacks that serve beverages and Pu Pu platter (an American Chinese Cuisine). The beachfront resorts also include an 8,200 square feet pool complex with two slides, a lazy river and an artificial snorkeling lagoon, a spa encompassed 18,000 square feet, and a 15,000 square feet conference center with around 40,000 square feet of outdoor venues. Other unparalleled amenities are fitness center, Aunty’s Beach House (Kids’ Club) and Painted Sky (Teen Spa).
2. Vision/mission statement As a part of the Walt Disney Company, Aulani shares the same mission of the company, which is “to be one of the world 's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer
This marketing research project is developed to benefit the future development of Aulani, a Disney Resort and Spa, especially focus on green marketing perspective. In this project, the format of marketing plan is followed and it has four main parts. First, a general business description is given, having an overview of Aulani. Second, the internal business environment of Aulani is analyzed, from both fundamental principal of marketing perspective and green marketing perspective. Following is the analysis of Aulani’s external business environment, which can be divided into two parts, general environment and competitor analysis. Finally, SWOT analysis is withdrawn to conclude the previous analysis and two marketing strategies are recommended.
I. General Business Description
1. Production Description Opened on August 29, 2011, Aulani, a Disney Resort and Spa, locates at Ko Olina Resort and Marina in the Hawaiian island of Oahu. It has two main 15-story buildings with 343 hotel rooms and 16 suites plus 460 Disney Vacation Club Villas. Besides, there are two full-service restaurants, a buffet eatery, two lounges and two pool-side shacks that serve beverages and Pu Pu platter (an American Chinese Cuisine). The beachfront resorts also include an 8,200 square feet pool complex with two slides, a lazy river and an artificial snorkeling lagoon, a spa encompassed 18,000 square feet, and a 15,000 square feet conference center with around 40,000 square feet of outdoor venues. Other unparalleled amenities are fitness center, Aunty’s Beach House (Kids’ Club) and Painted Sky (Teen Spa).
2. Vision/mission statement As a part of the Walt Disney Company, Aulani shares the same mission of the company, which is “to be one of the world 's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer