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.
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.