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Disney Cruise Case Study

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Disney Cruise Case Study
Marketing Strategy Development Proposal - Disney Cruise Line

Dave Rothenberg & Kang Liu
Marketing in Tourism and Hospitality
Dr. Ceridwyn King
Temple University
School of Tourism and Hospitality Management

Structure
Executive Summary ……………………………………………………………………………..2
1.0 Introduction ………………………………………………………………………………….2
2.0 Situational Analysis …………………………………………………………………………2 2.1 Internal ………………………………………………………………………………2 2.1.1 Organization Analysis …………………………………………………….3 2.1.2 SWOT Analysis ……………………………………………………………3 2.1.3 Target Market Analysis……………………………………………………6 2.2 External ………………………………………………………………………………6 2.2.1 Porter’s Five Forces ………………………………………………………6 2.2.2 PEST Analysis ……………………………………………………………7 2.2.3 Competitor Analysis ………………………………………………………9 2.3 Summary ……………………………………………………………………………10
3.0 Problem/opportunity Identification..……………………………………………………...11
4.0 Marketing Strategy…………………………………………………………………………11 4.1 Product/service strategy……………………………………………………………12 4.2 Distribution strategy………………………………………………………………..12 4.3 Communication strategy…………………………………………………………...13
5.0 Conclusion…………………………………………………………………………………..13
Reference list……………………………………………………………………………………14
Appendixes ……………………………………………………………………………………..16

Executive Summary
Disney Cruise Line has been running since 1988 and was successful in the past 24 years. In this report, the situation analysis of the company will be provided separately into internal analysis, which includes organization analysis, SWOT analysis, and target market analysis, and external situation, which includes Porter’s five forces, PESTE analysis, and competitor analysis. By viewing the situation analysis, it is clear that Disney Cruise Line has a disadvantage on the scale of business and a strong advantage on its brand and the loyalty of its customers. Last but not least, three marketing strategies, which are product/service strategy, distribution strategy, and communication strategy
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