Walt Disney World Resot- SWOT ANALYSIS

Parent Company :Walt Disney Company

Category: Amusement Park/Theme Park

Sector:Tourism and Hospitality

Tagline/ Slogan: Where Dreams Come True, What Will You Celebrate?

USP: It is the world’s most popular and most visited entertainment resort

Segment: People from all age groups

Target Group: Families living in USA and tourists from all over the world

Positioning: The 4 absolutely stunning and popular theme parks inside the Walt Disney World Resort, offer something for everyone.

Strengths:
1. It is the most visited entertainment resort in the world.
2. It is one of the largest resorts in the world with more than 30,000 acres of land.
3. The park offers a great variety through its 4 very differently themed parks: Magic Kingdom, Epcot (dedicated to technological innovation), Hollywood Studios (show business theme) and Animal Kingdom (animal conversation theme)
4. Magic Kingdom is the most visited theme park in the world with more than 15 million visitors per year
5. Brand recall is very high across the world

Weaknesses:
1. The variety that the park offers is so huge that it is very difficult for a visitor to visit all the attractions due to high number of visitors round the year
2. It has a very diverse product portfolio with several different theme parks and hotels, which makes centralized management and monitoring very difficult

Opportunity:
1. The Disney brand is extremely popular and is the pioneer in the industry of theme parks which can be leveraged to further expand
2. The Walt Disney Company has a vast experience in operating amusement parks and is very popular internationally.
3. With the flourish of the tourism industry, the park can expect to welcome more visitors from abroad.
4. With various promotional offers like annual passes, discounts on hotel stay and multiple visit passes, the park can try to increase its customer base.
5. By introducing new attractions from time to time, the park can attract more and more visitors.

Threats:
1. Due to the sheer volume and variety of the resort, the operating expenses are tremendous.
2. Local competitors like Universal Studios, Universal’s Island of Adventure has similar offerings and are also very popular.
3. The competitors are very seasoned and experienced and are likely to eat into the market share if the resort fails to innovate constantly.

Competitors:
1. Universal Studios, USA
3. Universal’s Island of Adventure, USA