walt disney marketing plan

ANALYSIS AND DIAGNOSIS
INTERNAL AND EXTERNAL ANALYSIS o Corporate connection:
 Relationship to other plans:
Corporate goals with respect to profit, growth and so on. -
Desired market share
Positioning of the company or its product lines
Vertical or horizontal integration
Strategic alliances
Product-line breadth and depth
Customer-relationship management
 Marketing-related plans: (developed by people who do not report to marketing)
Sales
Advertising and promotion
Public relations and publicity
Marketing research
Pricing
Customer service
All the independent plans must be considering the marketing plan and how all those tie together.
 Corporate direction:
Mission statement
Corporate philosophy
Corporate goals
 Positioning:
How the enterprise intends to differentiate in the market. All the members of the marketing and sales departments and their service suppliers must know the desired positioning of the enterprise.
 Competitive Analysis
True competitive advantages are factors recognized by the guests and influence their purchase decisions.
MARKET
o Market trends (UNWTO)
 Visitor trends:
Origination areas
Stopover sites
Visitor demographic
Spending habits
Length of stay
 Competitive trends
Location, type of product, occupancy level, average rates…
 Related industry trends
Interdependence of the members of the hospitality. o Market potential
 Total available demand for a hospitality product within a particular geographic market at a given price. o Market research
 Macromarket:
Industry trends
Socioeconomic and political trends
Competitive information
Industry-wide customer data
 Micromarket
Guest information
Product/service information
New-product analysis
Intermediary buyer data
Pricing studies
Key account information
Advertising/promotion effectiveness
SWOT
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
II.