Executive Summary
Marketing process is a mix that includes different aspects of the products and services themselves as well as advertising, costing and supply, which are meant to fulfill the needs of customers in a restricted culture. Global market is a place where many local, national and international companies operate and compete among themselves for competitive success. Every company uses their own pattern of marketing strategies in order to reach their target customers. Due to the impact of globalization process, the market wants and needs are changing regularly. The marketing process is being used to improve the core competences of the organizations and reinforce them in getting competitive advantages among the competitors..
Disney Cruise Line is a popular tourism operator in the global market offering services related to ship cruises. Tourism industry has seen dramatic changes since a decade period and the economic crisis has shown huge impact on the tourism sector that allowed many tourism companies face problems with their market operations. As a key solution to those problems, the use of effective marketing approaches and strategies increased rapidly and was playing a pivotal role in the tourism organizations. In this paper, the marketing environment of Disney Cruise Line is being explained. The paper evolves the key discussions with regards to the marketing mix process of Disney Cruise Line including their innovative strategies adopted by the company. The final part of the paper explores the new recommendations in the form of marketing strategies to be followed by Disney for better market edge.
Table of Content
TASK1 5
- Disney Cruise Line Marketing Environment 5
- STP Analysis of Disney Cruise Line 5
- Segmentation Analysis of Disney Cruise Line: 5
- Targeting Analysis of Disney Cruise Line: 5
- Positioning Analysis of Disney Cruise Line: 6
- Disney Cruise Line SMART Objectives: 7
- Specific Objectives of Disney Cruise Line: 7
- Measurable Objectives of Disney Cruise Line: 7
- Achievable Objectives of Disney Cruise Line: 8
- Realistic Objectives of Disney Cruise Line: 8
- Timely Objectives of Disney Cruise Line: 8
- Disney Cruise Line PEST Analysis 8
- Political Factors of Disney Cruise Line: 8
- Economic Factors of Disney Cruise Line: 9
- Social Factors of Disney Cruise Line: 9
- Technological Factors of Disney Cruise Line: 10
- Disney Cruise Line Porter Five Forces 10
- Supplier Power of Disney Cruise Line: 10
- Buyer Power of Disney Cruise Line: 10
- Industrial Rivalry of Disney Cruise Line: 11
- Threats from Substitutes for Disney Cruise Line: 11
- Threats from New Entrants for Disney Cruise Line: 12
- SWOT Analysis of Disney Cruise Line: 12
- Strengths of Disney Cruise Line: 12
- Weaknesses of Disney Cruise Line: 13
- Opportunities at Disney Cruise Line: 13
- Threats of Disney Cruise Line: 13
TASK2 14
- Marketing Mix of Disney Cruise Line 14
- The 4 P's of Marketing 14
- Products of Disney Cruise Line: 14
- Prices of Disney Cruise Line: 15
- Places of Disney Cruise Line: 15
- Promotions of Disney Cruise Line: 16
- Service Innovation of Disney Cruise Line 16
TASK3 18
- Recommendations of Marketing Strategies and Techniques to Disney Cruise Line 18
- Conclusion and Recommendations 19
- References of the Study 20