Chapter 2: Strategic Planning for Competitive Advantage
From chapter 2 we find out, the foundation of any marketing plan is the firms mission statement. The mission statement is based on a careful analysis of benefits sought by present and potential customers and an analysis of existing and anticipated environmental conditions. The business mission statement of the walt disney company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world. I have underlined part of the mission statement because I feel disney has emphasized the use of market development(attracting new customers to existing products), product development (creation of new products for present markets.), and also effective strategic planning(which requires continual attention creativity and management commitment.) According to chapter 2 in mktg 7 performing a swot analysis allows firms to identify their competitive advantage. A competitive advantage is a set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition. It is a factor or factors that causes customers to patronized a firm and not the competition. There are three types of competitive advantage: cost, product/service differentiation, and niche.
Disneyland's swot analysis 
Strengths:
1) The very first disney theme park ever to be made.
2) The world’s most popular brand in the category of amusement parks.
3) It has a larger cumulative attendance than any other theme park in the world.
4) Has a very wide range of offerings suitable for all age groups and personality types.
5) Attracts close to 16 million tourists every year.
6) One of the best amusement and recreation parks in the whole world.
7) Strong brand equity and visibility, and strong brand backing of walt disney.
Weakness: 1.It has a very diverse product portfolio with several different theme parks and hotels, which makes centralized management and monitoring very difficult. 2.Incidents and accidents over the years have been problematic.
Opportunity: 1.The flourish of the travel and tourism industry offers excellent prospects. For example current events informs us that zibabwe intend to build a disneyland for Africa. This relate to opportunity for disney because the theme parks are disney’s biggest cash cow, bringing in about 20 percent of the company’s revenue. If they were to open in Africa they will atract more customers from Africa to visit, and will bring in more tourist to visit their African location since they are already recognized world wide. Which would benift both the Walt Disney Company and Zimbabwe. **current events (news article) : -alison monday "zimbabwe intends to build a ‘disneyland for africa’ in victoria falls" the south african 9 sep. 2013 web. 11 sep. 2013
2. A huge opportunity exists in the company’s ability to build innovative new attractions that bring the imaginary world to life. for example current events informs us disneyland park and walt disney world are hosting a new attraction, a night to celebrate and party with disney villians on a spooky night of friday 13 "where villains are ready to unleash some limited time magic at disney parks on september 13 — friday the 13th." **current events: "disney’s dastardly villains are ready to unleash some limited time magic at disney parks on september 13 — friday the 13th."-Walt Disney World News. 3. The company’s ability to leverage on the huge popularity of the brand. 4. Special offerings to tap tourists specially from the emerging economies.
Threats: 1. Local competitor, universal studios is gaining huge popularity. 2.The various theme parks opening throughout the world have the potential to steal away visitors. 3. In the absence of constant innovation, disneyland runs the risk of losing its charm. Disney's Competitive Advantage: Is that for more than nine decades, the name Walt Disney has been preeminent in the field of family entertainment. From humble beginnings as a cartoon studio in the 1920s to today's global corporation, the Walt Disney Company continues to proudly provide quality entertainment for every member of the family, across america and around the world.Therefore, attracting tourist/customers/guests to disneyland is never a problem. Since the company has been around for so long children who were once introduced to disney at a young age grow up to then introduce disney to their children and this cycle repeats its self over and over.
Disneyland target market- Disneyland was created for people and families of all types and ages to have fun.
The 4 Ps Product: Disney offers both goods and services at Disneyland where families can go and enjoy their day and also resorts for the family to stay overnight. At the parks they have many stores and stands, where customers can buy, Disneyland merchandise and souvenirs, apparel, toys, collectibles, sweets and snacks. Also services include, professional photo taken with the many disney charactors and Disney cafes and resturants that provide food. Place: There are 5 disneyland locations which are -Disneyland California-Disneyland Florida-Disneyland Paris -Hong Kong Disneyland-Tokyo Disneyland,and as current event tells us maybe one more Disneyland in Zimbabwe to come in the future. Promotion: The Walt Disney Company promotes Disneyland by offering many discount prices for Disneyland multi-day tickets and other tailored offerings such as annual passholders get a 20%discount for Disney resorts, special rates for memebers of the u.s millitary and so on. Most patrons choose a multi-day ticket and don’t pay the single-day rate.Disney even promote buying multi-day ticket with a sologan of "the more you play the more you save." Price: Since Disney have so much competative adavantage they are able to charge at a much higher rate for all their products specially at their parks. Because of their good reputation of high qualtiy goods and services such as,Disneyland merchandise and souvenirs, apparel, toys, collectibles, their customer/guest relations , and park maintances. Disney maintains such high standards overall that customers are willing to pay extra.
Disney proves that effective strategic planing does work it may take a longer process but its worth it at the end. Building and maintaining good customer relations, will result with customer loyalty which will attact new customers. The Walt Disney Company is known for its compelling entertainment experiences. From revolutionizing the way people connect with sports, to creating new realities in interactive experiences, the Walt Disney Company is dedicated to immersing their guests, audiences and consumers in never-before-seen ways. This record for innovation combined with their welcoming work environment and development opportunities has earned them some of the most distinguished accolades of all time, including:
1) Disney named Most Reputable Company – Forbes, 2013 2) Disney ranked no. 2 on World's Most Respected Companies list – Barron's, 2013 3) World's Most Admired Entertainment Company – Fortune, 2012 4) World's Most Admired Entertainment Company – Fortune, 2011 5) Top 50 Most Innovative Companies – Fast Company, 2010 6) Top 50 Companies for Diversity – Diversityinc, 2010 7) First Ever Green Ranking of the S&P 500 – Newsweek, 2010 8) 100% Rating on Human Rights Campaign – Best Places to Work for LGBT Equality, 2008 - 2011
“Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world.” —Walt Disney
Sources
• https://disneyland.disney.go.com/offers-discounts/ • http://www.disneydreamer.com/walt/quotes.htm • http://travelwithkids.about.com/od/disneyparks/tp/Disneyland.htm • http://disneycareers.com/en/aboutdisney/awards/ • http://thewaltdisneycompany.com/about-disney/disney-history • http://wdwnews.com/releases/2013/08/22/friday-the-13th-mischief-is-bi-coastal-at-disney-parks-during-unleash-the-villains-event-sept-13-2013/
Strengths:
Weakness: 1.It has a very diverse product portfolio with several different theme parks and hotels, which makes centralized management and monitoring very difficult. 2.Incidents and accidents over the years have been problematic.
Threats: 1. Local competitor, universal studios is gaining huge popularity. 2.The various theme parks opening throughout the world have the potential to steal away visitors. 3. In the absence of constant innovation, disneyland runs the risk of losing its charm. Disney's Competitive Advantage: Is that for more than nine decades, the name Walt Disney has been preeminent in the field of family entertainment. From humble beginnings as a cartoon studio in the 1920s to today's global corporation, the Walt Disney Company continues to proudly provide quality entertainment for every member of the family, across america and around the world.Therefore, attracting tourist/customers/guests to disneyland is never a problem. Since the company has been around for so long children who were once introduced to disney at a young age grow up to then introduce disney to their children and this cycle repeats its self over and over.
The 4 Ps Product: Disney offers both goods and services at Disneyland where families can go and enjoy their day and also resorts for the family to stay overnight. At the parks they have many stores and stands, where customers can buy, Disneyland merchandise and souvenirs, apparel, toys, collectibles, sweets and snacks. Also services include, professional photo taken with the many disney charactors and Disney cafes and resturants that provide food. Place: There are 5 disneyland locations which are -Disneyland California-Disneyland Florida-Disneyland Paris -Hong Kong Disneyland-Tokyo Disneyland,and as current event tells us maybe one more Disneyland in Zimbabwe to come in the future. Promotion: The Walt Disney Company promotes Disneyland by offering many discount prices for Disneyland multi-day tickets and other tailored offerings such as annual passholders get a 20%discount for Disney resorts, special rates for memebers of the u.s millitary and so on. Most patrons choose a multi-day ticket and don’t pay the single-day rate.Disney even promote buying multi-day ticket with a sologan of "the more you play the more you save." Price: Since Disney have so much competative adavantage they are able to charge at a much higher rate for all their products specially at their parks. Because of their good reputation of high qualtiy goods and services such as,Disneyland merchandise and souvenirs, apparel, toys, collectibles, their customer/guest relations , and park maintances. Disney maintains such high standards overall that customers are willing to pay extra. 
“Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world.” —Walt Disney 
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