Marketing Paper

ing pM1 – Comparing the marketing techniques used in marketing products in two organisations. Marketing Technique | The Walt Disney Company Parks and Resorts | Starbucks Coffee | Ansoff’s Matrix | The Walt Disney Company Parks and Resorts would have used the Ansoff’s Matrix tool to determine whether their parks and services would be successful in other countries, this tool would have also been useful to devise growth strategies to guarantee success in new markets. For example, Hong Kong Disneyland is the newest of the Disney theme parks built in 2005. The Walt Disney Company would have applied the Ansoff’s Matrix market development growth strategy to seek how successful they would be in a new geographical area. | Starbucks Coffee would have applied the Ansoff’s Matrix to see whether their mugs and tumblers would be successful in the marketing, the tool would have helped Starbucks determine whether there was room for a whole new product in a whole new market. For example, Starbucks would have used the Ansoff’s Matrix tool to develop a growth strategy for their mugs and tumblers range this is known as diversification where a business markets a new product in a new market. | Compare | I believe here both businesses have used the tool to create market expansion because both businesses are successful and are market leaders this was not difficult for them to develop new products and services in new markets. | | Survival Strategies | During hard time when families had a smaller disposable income Walt Disney Company set up many successful marketing campaigns such as kids go free to the theme parks and resorts. This encouraged families worldwide that family holidays could still be affordable in the recession, this also helped the Disney Parks and Resorts success because families were saving on the entry to the theme parks and the hotels however they were purchasing products whilst in the park such as food, drinks and souvenirs. | Starbucks is currently a