Marketing Plan for Hong Kong Disneyland

Page 1 of 31

Marketing Plan for Hong Kong Disneyland

By | May 2011
Page 1 of 31
Chu Hai College of High Education
BBA 311
Marketing Management
Group Project
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Table of contents

1.Executive Summary4
2.Company Description5
3.Strategic Focus and Plan6
Objective6
Vision6
Mission6
Non financial goal6
Financial goal7
Core competency and sustainable competitive advantage7 4.Situation Analysis9
Microenvironment9
?Competitors9
?Customers10
Macro environment11
?Political11
?Demographic11
?Natural12
?Cultural12
?Social13
?Economic14
SWOT analysis:15
5.Product Market Focus17
Marketing and product objectives18
Target markets20
Customer value proposition21

6.Marketing Program23
Product Strategy23
Product Line:23
Service:24
Package:24
Price Strategy25
Quantity discount:25
Segmentation pricing:25
Promotion strategy26
Television advertisement:26
Magazine/newspaper:26
Spokesman:26
Disney Movie:27
Distribution strategy27
7.Financial Data and Projection28
8.Implementation Plan33
9.Evaluation and Control34

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...