This marketing research project is developed to benefit the future development of Aulani, a Disney Resort and Spa, especially focus on green marketing perspective. In this project, the format of marketing plan is followed and it has four main parts. First, a general business description is given, having an overview of Aulani. Second, the internal business environment of Aulani is analyzed, from both fundamental principal of marketing perspective and green marketing perspective. Following is the analysis of Aulani’s external business environment, which can be divided into two parts, general environment and competitor analysis. Finally, SWOT analysis is withdrawn to conclude the previous analysis and two marketing strategies are recommended.
I. General Business Description
1. Production Description
Opened on August 29, 2011, Aulani, a Disney Resort and Spa, locates at Ko Olina Resort and Marina in the Hawaiian island of Oahu. It has two main 15-story buildings with 343 hotel rooms and 16 suites plus 460 Disney Vacation Club Villas. Besides, there are two full-service restaurants, a buffet eatery, two lounges and two pool-side shacks that serve beverages and Pu Pu platter (an American Chinese Cuisine). The beachfront resorts also include an 8,200 square feet pool complex with two slides, a lazy river and an artificial snorkeling lagoon, a spa encompassed 18,000 square feet, and a 15,000 square feet conference center with around 40,000 square feet of outdoor venues. Other unparalleled amenities are fitness center, Aunty’s Beach House (Kids’ Club) and Painted Sky (Teen Spa).
2. Vision/mission statement
As a part of the Walt Disney Company, Aulani shares the same mission of the company, which 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." While as for Aulani itself, the aim of it is to convey Hawaiian culture to visitors. This goal of Aulani is suggested by the meaning of “Aulani”, which means “messenger of a chief”: one who delivers messages from a higher authority”.
II. Analysis of Internal Business Environment
1. Fundamental Principles of Marketing
With the Walt Disney first-rate dedication, Disney Imagineers worked together with Hawaiian locals to create Aulani, made it a perfect and enjoyable vacation destination for family with all ages and different sizes. Guests can celebrate Hawaiian culture, traditions and history from contemporary Hawaiian art featured throughout the Resort, to myriad recreational activities, culinary programs, excursions and more, being immersed in the legends of the island and experiencing the true enchantment of Hawaii. The needs of guests are promised to always be assured by the Disney’s world-famous service, so that guests can be truly relaxing to enjoy time with family.
There are four types of rooms/suites in the two main buildings: Standard Room; Parlor Room; Lei Huhu Suit and Ahu U’la Suite. The price range is from $399 a night for the Standard Room to $2,499 a night for the Ahu U’la Suite. As for Disney Vacation Club Villas, Deluxe Studio, 1-Bedroom Villa, 2-Bedroom Villa and Grand Villa are available for Disney Vacation Club Members. Members pay the accommodation by their Vacation Points. C. Place
Avoided squeezing in hundreds of hotels in Waikiki, Aulani chooses to be a part of Ko Olina Resort Community and Marina, which is in the western side of Oahu, 27 miles away from Waikiki and 17 miles from International Airport. Ko Olina is a laid-back community with picturesque natural views and well-rounded recreational amenities, which is one of the premier resort...