Disney Cruise Case Study

Only available on StudyMode
  • Download(s) : 607
  • Published : April 23, 2013
Open Document
Text Preview
Marketing Strategy Development Proposal - Disney Cruise Line

Dave Rothenberg & Kang Liu
Marketing in Tourism and Hospitality
Dr. Ceridwyn King
Temple University
School of Tourism and Hospitality Management

Structure
Executive Summary ……………………………………………………………………………..2 1.0 Introduction ………………………………………………………………………………….2 2.0 Situational Analysis …………………………………………………………………………2
2.1 Internal ………………………………………………………………………………2
2.1.1 Organization Analysis …………………………………………………….3
2.1.2 SWOT Analysis ……………………………………………………………3
2.1.3 Target Market Analysis……………………………………………………6
2.2 External ………………………………………………………………………………6
2.2.1 Porter’s Five Forces ………………………………………………………6
2.2.2 PEST Analysis ……………………………………………………………7
2.2.3 Competitor Analysis ………………………………………………………9
2.3 Summary ……………………………………………………………………………10 3.0 Problem/opportunity Identification..……………………………………………………...11 4.0 Marketing Strategy…………………………………………………………………………11
4.1 Product/service strategy……………………………………………………………12
4.2 Distribution strategy………………………………………………………………..12
4.3 Communication strategy…………………………………………………………...13 5.0 Conclusion…………………………………………………………………………………..13 Reference list……………………………………………………………………………………14 Appendixes ……………………………………………………………………………………..16

Executive Summary
Disney Cruise Line has been running since 1988 and was successful in the past 24 years. In this report, the situation analysis of the company will be provided separately into internal analysis, which includes organization analysis, SWOT analysis, and target market analysis, and external situation, which includes Porter’s five forces, PESTE analysis, and competitor analysis. By viewing the situation analysis, it is clear that Disney Cruise Line has a disadvantage on the scale of business and a strong advantage on its brand and the loyalty of its customers. Last but not least, three marketing strategies, which are product/service strategy, distribution strategy, and communication strategy for next 12 months have been developed at the end of the project in order to give the direction to the company’s yearly marketing plan in 2013. 1.0 Introduction

Disney Cruise Line was founded in 1988 with its first ship, Disney Dream, follow by Disney Wonder in the next summer. After enter the cruise line industry for decades, Disney Cruise Line now became one of the most famous cruise line companies in the world. Now, Disney has four ships on line and serves travelers to several destinations around the world. In 2012, it is estimated Disney Cruise Lines will own nearly 3% share of the worldwide cruise market (2012 World Wide Market Share, 2011). Disney Cruise Line has position itself as a head in the cruise line industry, providing a place as Disney theme parks, where families can spend their time together and every member can have fun. 2.0 Situational Analysis

The purpose of this situational analysis is to understand Disney Cruise Line’s external and internal situation, including the customer, the market environment, and the firm’s own capabilities. The situational analysis will forecast current and future trends in the dynamic environment in which the Disney Cruise Line organization operates.

2.1 Internal
The conduction of the internal analysis will portray how the organization itself operates. This internal analysis will include decision-making within Disney Cruise Line, promotional programs, the image of the organization, and an assessment of the key internal strengths and weaknesses of the organization.

2.1.1 Organization Analysis
Disney Cruise Line is one of the new businesses from the Walt Disney Company; other Disney companies are in the film industry (1928) and the Disney theme parks (1955). The first ship, Disney Magic was launched in 1998 and then Disney Wonder joined the fleet in 1999, the next year. Those were the only two ships that the Disney Company had for the last 13 years until Disney Dream was launched in 2011. Disney Cruise Line has...
tracking img