Problem
The headquarters of Walt Disney Company in California, United States asks your team to develop a customer value-driven marketing strategic plan to help them improve overall business performance of the Disneyland Resort (commonly known as Disneyland) worldwide. Your plan will be assessed with proposed plans from other consulting companies. The Walt Disney Company requests your team to develop the plan by completing six tasks as follows.
Provide two companies' profiles regarding their history, products, customers, and consumers: One is for the Disneyland; another is a major competitor chosen by your group. Both of companies need to be in the same industry and the same country.
Identify the Disneyland's core competencies, which contribute to a competitive advantage for it.
Provide the Disneyland's current business portfolio analysis. Suggest a strategy for growth and make justifications for the suggestion.
Provide a SWOT analysis of the Disneyland. Your team is required to:
a) Clearly identify the Disneyland's strengths and weaknesses as well as discussing any opportunities and/or threats it may face during and after the COVID-19 pandemic.
b) Discuss how your team has identified as opportunities that can be a good match for the Disneyland's core competencies (refer to Tasks 1 and 2).
c) Discuss how your team discovered any weaknesses that could be converted to strengths.
d) Discuss how your team discovered any threats that could be converted to opportunities.