As a marketing consultant for Walt Disney Parks and Resorts, you have been asked to complete a strategic marketing audit to analyse both internal and external factors that are impacting on the organisations international growth.
You have been given a particular remit to consider the changing nature of the global theme park industry to consider the future international development for Walt Disney Parks and Resorts. Based on your critical analysis of the global theme park industry, assess the strategic options available to Walt Disney Parks & Resorts to allow it to maintain its global competitive position. Recommend with justification, one strategic option you feel Walt Disney Park & Resorts should adopt.
International Marketing Strategy Report
This should include:
• summary situation analysis
• identify a minimum of 3 potential strategic options for Walt Disney Park & Resorts' international strategic growth
• recommend with justification 1 of these strategic options for Walt Disney Park & Resorts
• justification to include supporting rationale for market selection
• outline recommended marketing mix to support the recommended strategy
• Situation analysis to include:
- internal analysis
- external analysis
identification of specific challenges for Walt Disney Park & Resorts
• Evaluation of current situation linked to proposed strategic options for international growth
• Identified and justified selected strategy with particular focus on relevance to target audience
• Outline of key aspects of marketing mix as applicable to the identified strategy