Marketing Plan for Hong Kong Disneyland

Chu Hai College of High Education
BBA 311
Marketing Management
Group Project
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Table of contents

1. Executive Summary 4
2. Company Description 5
3. Strategic Focus and Plan 6
          Objective 6
          Vision 6
          Mission 6
          Non financial goal 6
          Financial goal 7
          Core competency and sustainable competitive advantage 7
4. Situation Analysis 9
          Microenvironment 9
        ? Competitors 9
        ? Customers 10
          Macro environment 11
        ? Political 11
        ? Demographic 11
        ? Natural 12
        ? Cultural 12
        ? Social 13
        ? Economic 14
          SWOT analysis: 15
5. Product Market Focus 17
          Marketing and product objectives 18
          Target markets 20
          Customer value proposition 21

6. Marketing Program 23
          Product Strategy 23
            Product Line: 23
            Service: 24
            Package: 24
          Price Strategy 25
            Quantity discount: 25
            Segmentation pricing: 25
          Promotion strategy 26
            Television advertisement: 26
            Magazine/newspaper: 26
            Spokesman: 26
            Disney Movie: 27
          Distribution strategy 27
7. Financial Data and Projection 28
8. Implementation Plan 33
9. Evaluation and Control 34

    Executive Summary

The main objective of this report is to provide a strategy that will enable Hong Kong Disneyland to enhance its competitiveness in the Hong Kong market. In this manner, the report provides the issues that affects the performance of Hong Kong Disneyland and provides the perceived solutions to ensure that the company is on track of achieving the goal of being competitive. In order to find a better solution for these issues, analysis of the company, through the use of different marketing tools has been conducted. For example, to analyze the internal environment of Hong Kong... [continues]

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