Describe about the Disneyland Dubai for International Marketing Mix.
The first name came to everybody’s mind when a conversation starts about the world’s most recognized park theme is the “Disney”. The Disney theme of the park is introduced by the Walt Disney Co. across the world. The Disneyland is a complete subsidiary of a public corporation and it is mainly a travelling type industry. The Disneyland was founded in the year 1971, i.e., approximately forty six years ago. The headquarters of the Disneyland is in Burbank, California, United States. Approximately one lac fifty thousand (150,000) employees are working in the Walt Disney Company. Approximately 140 million people are visiting the Disney parks across the world. The company is also connected to the people across the world through the television network as well as many other social media channels. The Disney is planning for the expansion of its business that’s why it is planning the presence expansion of the star wars throughout all the park themes working across the globe. The company is also planning to open its park at various new locations across the world in the upcoming years.
As we know a large number of bands are working across the world at the present time, but Disney is one of the best brands working in many countries across the globe. In actual, the travelling business and the park themes were a side project or we can say was a side work for the Walt Disney. In the year 1951, Walt Disney agreed for introducing the park theme by signing a deal with WED Enterprises. In the year 1953, the Disney get connected to the various television networks and started producing a show named as Disneyland (Media, 2016). The main motive of the company is to be one of the best company’s working across the globe in the field of information and entertainment. The company is keeping any eye on the various factors responsible for making the company the most innovative, profitable and the most creative in the fields and the experiences of the entertainment.
Before entering into the market of Dubai, the Disney has learned various important aspects from the experience of the many international themes working at different- different locations of the world. The management of the company is making several plans and following various strategies for a sustainable environment for the company in the new market (Marketing, 2016). The management is having its focus on the hiring process of the new employees for the company. It is making several efforts for providing the training to the new employees so that, they can work effectively and efficiently in the environment of the company. The management is also performing its duties by placing various Disney characters throughout the Disney parks working across the globe, providing best class of entertainment to the people according to their cultural behaviors. The Disney is working on the corporate factors like lowering the premium rates on the admission, food, hotels, etc., working under the Disney Company. The Company is adopting a relaxed hierarchical structure related to the management operations being performed in the company. Attaining the experience from the different international locations the management is making several efforts for facing the problems related to the cultural behavior of the people of the country. Taking into consideration various superstition and numerology factors, the management has pointed out various facts related to the location of the park, the design of the building, etc. As we came to know, from the given case study, that many people faces the communication problem, therefore, for removing the communication problems the management of the company is making several efforts related to the language being used in a particular country (Huffington, 2016).
Dubai market is one of the largest markets across the various countries of the world. It has a large scope for any type of small, medium or large enterprises, which is planning to enter into the market of the country. A large number of tourists are visiting country every year and therefore, the country’s market provides a huge scope for an on-going or a new business. Related to the environmental factors, each and every location of the country suits almost each and every business in the country. The company has a large scope because of the country’s major trade center located in the Middle East. The company is making various plans and is continuously working on the visual representation of the Disneyland in the country.
Strength – The main strength of the company is its popularity among the people across the world. The popularity of the company is completely dependent upon the services being provided by the company in the past years. The people of the different countries have faith in the brand as it owns multiple channels, stores and amusement parks for providing a large variety of services to the customers. Depending upon the favorable conditions of the country the main strength of the company is to produce a large number of successful products in a small period of time (Wesson, 2014).
Weakness – The main weakness of the company is the price of the company’s product and services. Many of the competitors of the company are providing the similar kind of products and services at a very low price as if compared to the Disney’s product and services. The company also needs to change its theme from time to time so that, it can maintain the interest of the people.
Opportunities – For the growth of the company it has a large number of opportunities for the company’s employees as well as for the company itself. The various efforts of the company are increasing the economic growth of the company as the management is targeting the youth of the country towards it (Disney Team, 2016).
Threats – During the time of the economic recession, people are less interested in investing their money in the amusement parks etc. Healthy active living related to the research and the development process is also a threat for the company to carry out its business in the country successfully. Company main profit is dependent upon the children movies, shows, etc. therefore, they need to make each and every possible effort for attracting the children towards themselves.
Product – In this step, the company focuses on the products and the services being delivered by them to the customers. They are providing man-made attraction products for attracting more and more people towards them.
Price – The management is making several efforts for adopting a competitive price approach. The company is fixing the price of its products for providing a luxurious class of services to its customers. Time to time discount offers are being introduced by the company and many other facilities like annual passes are also being distributed to the customers.
Promotion – The Company is doing several promotions throughout the year. With the help of social media channels and various TV networks, it is trying to get connected to more and more people (Keller, 2016).
Place – The Company focuses on the environmental location or we can say the place where it has to start its business. The Dubai provides the company a favorable environment to carry out its business.
People – The management of the company needs to take several steps for adopting the interest of the people by employing dedicated and well trained staff for the company.
Process – Various facilities are being provided by the company like online booking facility, dining facilities, accommodation facilities, etc. for supporting the people of the country (Zhu & Xu, 2010).
Physical Evidence – In this step, the company focuses upon the atmosphere and infrastructure being provided to the customers for the attraction purpose.
Conclusion
The country is the most economically activated country out the seven emirates of the UAE. The market of the country provides various factors of the marketing mix for keeping the company in a position in an effective manner. It is the responsibility of the management for creating the trust and loyalty among the customers for the sake of the company.
References
Disney Team. (2016). SWOT Analysis: The Walt Disney Company. Retrieved from https://disneycasestudy.weebly.com/swot-analysis.html
Huffington, T. (2016, August 24). Dubai’s Disneyland? World’s largest theme park opens its doors. Retrieved from https://travel.aol.co.uk/2016/08/24/dubai-disneyland-worlds-largest-theme-park-img-worlds-of-adventure/
Keller, M. (2016). Disneyland International Marketing Mix International Marketing Mix Of Disneyland Hong Kong. Retrieved from https://wellness-chiemsee.net/read-document/disneyland-international-marketing-mix-international-marketing-mix-of-disneyland-hong-kong.pdf
Marketing, D. C. (2016). A guide to Dubai market. Retrieved from https://www.visitdubai.com: https://www.visitdubai.com/en/articles/guide-to-dubai-markets
Media, E. (2016, April 13). Move Over Shanghai Disneyland: A New Resort in Dubai Is Opening with Almost As Many Parks as Disney World! Retrieved from https://milestomemories.boardingarea.com/dubai-theme-parks-legoland-motiongate-six-flags/
Wesson, M. (2014, September 02). 5 Pieces of Marketing Magic from Disneyland. Retrieved from https://www.marketingcloud.com/blog/5-pieces-of-marketing-magic-from-disneyland/
Zhu, L., & Xu, D. (2010). Marketing Strategic Change in Expansion of Disneyland:. Jonkoping University. Retrieved from https://www.diva-portal.org/smash/get/diva2:369516/FULLTEXT01
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