Nobody downloaded yet

Disneyland in Qatar (Global Marketing Plan) - Case Study Example

Comments (0) Cite this document
Running Head: DISNEYLAND IN QATAR Name of student: Topic: Lecturer: Date of Presentation: Executive Summary This report highlights the internal and external situations of Walt Disney Company’s theme park. Some important aspects of the internal situation have been discussed; including the company structure, product line, current market as well as the company’s distribution and supply chain…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96.8% of users find it useful
Disneyland in Qatar (Global Marketing Plan)
Read TextPreview

Extract of sample "Disneyland in Qatar (Global Marketing Plan)"

Download file to see previous pages The strategic fit of the market opportunity to the company’s capabilities has been highlighted. The report ends with the identification of a market opportunity in the Qatari market that is worth pursuing, which becomes the stated objective of the global marketing strategy plan. Introduction For organizations to maintain competitiveness, they need to adapt to the diverse needs of customers as well as the communities within which they operate. Foreign investment is a costly move that requires a large capital outlay. An organization has to set strong marketing strategies to enhance its survival. It is important to evaluate the important aspects of the internal environment that may influence success such as the organizational structure, the product line which is the theme park in this case, the status of the market, as well as the distribution and supply chain. Moreover, assessment of the external environment is significant in the planning process especially when the organization plans to venture in to the global market. The PESTEL analysis helps managers to set strategies to cope with challenges in the operating environment. The SWOT analysis helps managers to capitalize on their strengths to utilize available opportunities as well as to realize the weaknesses that need to be addressed. It is also an important planning tool for establishing potential threats in advance. These analyses will be significant in determining the strategic fit of Disney to establish a theme park in the emerging Qatari market. Internal Situation Company Structure Walt Disney Company operates in a functional structure with several affiliates and subsidiaries in different countries globally. The various sections include; theme parks, resorts, media networks, amusement studios, consumer goods and interactive media services. These sections provide different products under centralized management. Disney’s theme parks control a wide resource base with regards to materials that are significant in generating value for customers (Keller, 2001). Tangible assets are supplemented by intangible assets such as a strong brand name, brand equity, patent rights and customer loyalty. Each resource is uniquely positioned to serve a particular group of consumers and hence difficult to imitate. Disneyland was able to strategically develop capabilities that can be utilized in a competitive environment, for example, copyrights have helped in the retention of profits for every character in its studios (Capodagli & Jackson, 1999). Disney’s Theme Park The theme park comprises of mainly entertainment attractions and rides suitable for family leisure. The theme park entertainment is suitable for adults and children. Generally, creativity management has been significant in the success of Disney’s theme parks (Mulcaster, 2009). The theme park strategy was developed in 1952 and took advantage of the tremendous impact of television in awareness creation among consumers. Since then, the eleven theme parks have been established globally mainly in the US, Europe and Asia. Innovation and target oriented approach have significantly contributed to the growth of the Disney theme parks (Wasko, 2004). Current Market for the Theme Parks The current market for Disney’s products is based on people’s willingness and ability to spend on entertainment and leisure. The them ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Disneyland in Qatar (Global Marketing Plan) Case Study”, n.d.)
Disneyland in Qatar (Global Marketing Plan) Case Study. Retrieved from
(Disneyland in Qatar (Global Marketing Plan) Case Study)
Disneyland in Qatar (Global Marketing Plan) Case Study.
“Disneyland in Qatar (Global Marketing Plan) Case Study”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Disneyland in Qatar (Global Marketing Plan)


...strategies that will be employed have been highlighted. These are the actions that the management will be involved in to ensure that the objectives are accomplished according to the implementation plan. Introduction The strategic objectives of this marketing plan are focused on exploiting the emerging opportunity in the dining and entertainment industry in Qatar, and are favored by the willingness of the Qataris to spend their income on leisure and amusement. Earlier market research established that there is no possible competitor equivalent to the company in the Qatari dining and entertainment industry. The overall goal of Disneyland’s...
14 Pages(3500 words)Case Study

Global Marketing Plan

...?Global marketing plan Table of Contents Global marketing plan Table of Contents 2 Executive Summary 3 Introduction 4 Target Country Profile/PEST 5Political 5 Economic 5 Sociological 5 Technological 6 Target Market PEST 6 Political 6 Economic 6 Sociological 7 Technological 7 Competitor Profile 8 Bargaining Power of Buyers 8 Bargaining Power of Suppliers 8 Threat of New Entrants 8 Threat of Substitutes 9 Competition among Existing Players 9 Market Appraisal 9 Market Entry Method 10 Marketing Strategy 10 Objectives 10 Target Segments 11 Source of Competitive Advantage 11...
8 Pages(2000 words)Essay

Global Marketing Plan

...? Global Marketing Plan Institute Being a strategic marketing manager, I am supposed to present in front of the advisory board of my company to discuss on various issues related to the expansion of our business in various locations. The owners of the company showed a great level of trust on me and I would definitely like to meet all their expectations in a well-organized manner. As per my findings and research work, I would like to present on various things like whether we should opt for globalization of the company or not? What are the bases behind my decision? What area should we target for global expansion? What is the information that...
7 Pages(1750 words)Research Paper

Global Marketing Plan

...? Global Marketing Plan AFFILIATION: Executive Summary Rolls-Royce is an international provider of incorporated power systems and services to the national aerospace, protection aerospace, maritime and energy marketplaces. The consistent long term strategy of company has doubled the revenue and increased the profits by more than five years in the last decade. Furthermore, the order book of the company also provides the excellent vision of future growth of the company along with good opportunities in order to effectively meet the profits margin and cash flow conversion. Rolls-Royce global strategic marketing plan is a commitment of company in order to update its strategic planning for the next several years. The strategic planning... Financial...
16 Pages(4000 words)Admission/Application Essay

Qatar Airways Marketing Strategy

...on the Internet. The current study aims to focus on Brand Management, particularly Nation Branding, of a particular airline (Qatar Airways) operating in the global market; together with Tourism Branding, in relation to this particular airline’s international tourism program. This same study aims to improve on the research results of the two previous studies cited above which are a decade apart. It is worth mentioning that after almost a decade also, this particular study on Qatar Airways’ nation and tourism branding will add up to the body of knowledge in marketing for the airline industry covering the 20th to the 21st centuries. The...
11 Pages(2750 words)Case Study


...conference facilities, meetings, incentives and events, what is known as exploiting the MICE market in Disney Lands strategy. Disneyland Hong Kong has developed a facility for meetings and has been successfully using it as a B2B marketing tool. Glocal Strategies Glocal implies to think, plan and resource globally and apply global concepts keeping in view local conditions. The glocal concept ensures a unique synergy between global and local strategies for success. The advantages of combining the global and local are obvious. Global aspects enable economies of scales achieved through...
5 Pages(1250 words)Assignment

Marketing Plan: Global Wine Tourism

...Marketing Plan: Global Wine Tourism Introduction The paper focuses on the generation of a marketing plan for the internationalisation of the wine products of the different wine companies relating to the Malta region. Effective strategies and action plans would be formulated to help the wine companies in marketing their products in the international market. Situation The situation relates to assisting the wine producers operating in the region of Malta to come under a common banner ‘A Case of Malta’ as proposed by the Member of Congress (MC). Coming under a common banner would help the wine companies in...
4 Pages(1000 words)Case Study

Qatar: 2022s Global Controversy host for 2022 world cup event. A criminal complaint was submitted to the Swiss Attorney General, accusing the country for law breaking and seeking active investigation in the case. 2. Qatar was alleged to have paid £3 million in exchange for backing the countrys bid to host the 2022 world cup completely disregarding the heat in which the tournament will be played and the lack of infrastructure3. In a report published by The Harvard Crimson, the selection of Qatar as the next host for the 2022 FIFA world cup was described as a politically motivated conspiracy. The report stated that the key motivations behind Qatars vehement bid to grab the spot as the host for the...
5 Pages(1250 words)Research Paper

Global companies operating in Qatar

...GLOBAL COMPANIES IN QATAR al Affiliation GLOBAL COMPANIES IN QATAR The Middle East has attracted so many investors especially Qatar and competition have grown stiff. Hence, firms operate by minimizing costs so that they can influence the market that is majorly done by licensing, franchising and favorable international policies (Arsenault & Castells, 2008). Reduced costs lead to low prices in the local market hence the products and services can compete with the rival firms making them grow faster. Qatar has been the constant rise in business opportunities majorly due to increasing in minerals, increased...
1 Pages(250 words)Coursework


... such get-a-ways. He knew that children could come from anywhere and enjoy interactions with nature. He also realized that adults needed a chance to unwind and have fun. This park has achieved that and much more over the decades it has been in operation. Works Cited Haberer, Jenny. Disneyland International Marketing Mix. New York: GRIN Verlag, 2010. Print. Koening, David. Mouse Tales: A Behind the Ears Look at Disneyland. Bona Venture Press. 2006. Print. Malloy, Betsy. The Disneyland Book: 101 Surprisingly Simple Ways to Add Wow! To Your Vacation: An Unauthorized Guide. New York: Nexpected Publishing, 2013. Print. Strodder, Chris. The Disneyland Book of Lists. Solana Beach, CA: Santa Monica Press, 2015. Print.... Module...
4 Pages(1000 words)Research Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Case Study on topic Disneyland in Qatar (Global Marketing Plan) for FREE!

Contact Us