A New Disney Theme Park Launch as an Entirely New Entertainment Product - Essay Example

Marketing Disney Park Theme Marketing Plan Overview The new amusement park has been based on the Disney theme to offer services that would be linked to other similarly named products. Disney has been renowned for their first class services in entertaining children while offering services related to their comfort. Basing the argument on these principles, the theme park is expected to flourish in the market with the brand name already familiar among the target. The location identified was used to implement the company’s policy that is to maximize on the profits to achieve the desired returns while satisfying the target market (Hussein 1). Although the brand is associated with offering services for children, the park is meant to attract a larger demographic. The marketing strategy has to be implemented to accomplish the mission and achieve all the companies’ objectives. There is the realization that the business is established on a competitive ground, and a unique strategy needs t be applied to contain competition from other parks. The established plan needs to be clearly outlined to focus on eliminating competition, and selling strategies that ensure the brand is recognized on the competitive front within Sacramento County. The Disney theme park is expected to thrive within the market selected because the earlier research conducted concluded that the competition is minimal, with the market in need of a sustainable entertainment form. The mission statement and objectives of the company are outlined to issue clarity to the operation strategy to be implemented. Objectives The objective of the company is to become a leading family entertainment provision within the state of California beginning with Sacramento County that promises positive market returns. The main goals are: 1. To expand the branch beyond the county within a year 2. Increase market share by 20% of all the entertainment parks within California 3. To gain recognition as a leading company within a minimum of two months after establishment Currently, Sacramento County holds fewer entertainment parks with modern facilities and packages to provide service to the entire family. The company seeks to take advantage of this provision to sell the strategies needed to attain maximum profit. The population promises a larger number of customers with the family number with children requiring the services projected to be within each household. The ultimate objective defining the company’s strategy involve offering satisfactory services to the family in satisfying their entertainment needs with the children given the most priority. The company believes that with satisfaction delivered to the families, the needed provision to achieve the desired market share and growth is achieved. Mission Statement The company’s main mission is to establish a profitable organization to gain recognition within the California state to acquire the largest market share. To achieve this fete, the company expects to offer satisfactory entertainment to the family while targeting children using the Disney theme. Sacramento County will provide the basis using the Disney theme that is non-existence in the other entertainment parks. Keys to achieve the success The established research articulates the success of the strategy to be promoted by the parents and children of each household. The children aged (4-12) and adults up to 54 years impact the decisions made in designing the facility. We believe that the points that hold success are: A wider range of services meant to offer entertainment Easy access Design the facilities to present Disney theme Target high populated areas for maximum exposure Flexible structure to accommodate the demographic Affordable services Friendly staff available for assistance during the operational time Situational Analysis Strengths The company’s main strength lies in facilities that it possesses. This enables it to provide services to the target demographic without discriminating on the services to be offered. Using Disney used as a brand to promote the company accords extra advantage because of the popularity achieved over the decade. The company stands the chance of thriving in the market with the brand as a leading market strategy to gain popularity within Sacramento. The company’s willingness to implement a strategy to offer affordable rates to the family unit serves as a selling point for the company. The staffs to be employed within the new company have been recruited from experienced companies to operate a wider range of services within the entertainment facility. As the first company with the desired brand name and services within Sacramento, the company will establish a strong connection with customers with minimal competition hence more clients with the proper advertising strategy. Disney has already established the brand name worldwide, and therefore a recognized entity to consumers to establish the market recognition. With the location in leading centers where the population cluster is congested, there is bound to be a positive response from the demographic that holds a larger children population. Weaknesses The main weakness presented to the company is the lack of enough experience within the market. There is an assumption that the company is expected to witness the growth with the brand name recognized to the market. However, the demographic may present a different choice in brand or services offered depending on the available companies. The financial strategy may also fail due to the costs that need to be reinvested to accommodate service and taxes paid. This may prove to be a barrier in customer retention as a large facility like the Disney theme park requires the larger customer to operate. Opportunities The leading opportunity is to exploit the market with the population promising to offer a sustainable market with the right price range accorded. This provision is necessary to be considered in attributing the aspects needed for growth. The demographic is the leading provision to accord the desired measure for growth with the majority of the population in Sacramento owning children less than 13 years of age. The county is also composed of a population that upholds Christian values and therefore an amusement park would be the preferred entertainment form. Threats The threat is imposed on the already existing companies that offer similar services. Although their threat may be minimal, they threaten to consume a population who may have contributed positively to the advancement of the company objectives. There is a threat from the government policies in the tax levied in relation to the returns acquired from the market. Security and insurance is an added threat with the entertainment facility requiring regular maintenance. Insurance should be updated to secure from natural entities that threaten to offer damages to some machinery. Target Market Strategy The strategies to be applied include informing the demographic about the launch of the company through the available advertising channels. The Disney brand is popular and services offered mainly include entertainment that target children. The ventures to enact the company’s strategy would be directed to schools, public gatherings and family based brochures. Since the service is a new provision within the county, the management will consider selling the services to be offered through incentives by providing free services to children under 10 years for the first week. Comprehensive package is to be offered to the family that purchases the tickets with a 20% discount per ticket. Marketing Mix Product The products within the Disney theme park are inclusive of recreational facilities and food products. The theme park is filled with the modern entertainment system with rollercoaster rides, swings and assorted games fitted within the facility. There is a service to offer a movie theater that mostly targets adults as they wait for the children to enjoy the facilities. An added feature within the setting includes partnership with leading food suppliers like McDonalds and KFC to offer added service to customers. Promotion The company using Disney as the brand to promote the services with the leading services offered in entertainment promises to sell the company’s policy to the market. Partnership has been secured with the leading brands within the Country like Coca cola and Sony to provide further entertainment. Place The selected location to harbor the company in Sacramento County within California has been the core development provision applied to implement the strategy required to achieve the mission. The positioning is critical in the population who would accept the entertainment form in their ambition to present recreational facility. The positioning of the facility would be within urban centers that are the destination of travelers and the majority of families seeking entertainment vales. Operational hours are during the day and night to maximize on the profit desired. Price The services to be offered need to be affordable and reflect the chosen demographic to offer customer retention. The family package promises cheap spending with a 30% discount offered per ticket on a family with over five members. A single ticket for an adult for the day would be $35 with the family rate expected to be less than $150. The majority of the customers are expected to be teenager who would spend more in accessing the services and a package of $25 to be implemented to cater for the group. The policy would be to provide affordable services and at the same time maximizing on the profit (Hussein 12). Implementation and Control The company is a new venture to implement the Disney theme within the location. The strategies placed need to reflect the desire to establish the market share and find measures to complete the missions. The financial overview need to accommodate the staff and maintenance of facilities for the first three months to offer security from financial crisis. There will be an implementation of a package to cater for young adults at night where alcoholic drinks and food, would be sold to those over 21 years to sell the company and increase profits. Advertising through referrals from exemplary service delivery would be the best mode to attract more consumers. Disney theme promises popularity within the county with the company a first provider for the entertainment service required within the families of Sacramento. Work Cited Hussain, Mahmood. Marketing Plan (Sample). 2009. Web. 26 March 2012. Available at: Read More