Essay on Disney Cruise Case Study

6588 Words May 5th, 2013 27 Pages
Marketing Strategy Development Proposal - Disney Cruise Line

Dave Rothenberg & Kang Liu
Marketing in Tourism and Hospitality
Dr. Ceridwyn King
Temple University
School of Tourism and Hospitality Management

Structure
Executive Summary ……………………………………………………………………………..2
1.0 Introduction ………………………………………………………………………………….2
2.0 Situational Analysis …………………………………………………………………………2 2.1 Internal ………………………………………………………………………………2 2.1.1 Organization Analysis …………………………………………………….3 2.1.2 SWOT Analysis ……………………………………………………………3 2.1.3 Target Market Analysis……………………………………………………6 2.2 External ………………………………………………………………………………6 2.2.1 Porter’s Five Forces ………………………………………………………6 2.2.2 PEST Analysis ……………………………………………………………7
…show more content…
Disney’s new “first of it’s kind” 4,000 passenger ship brings with her even more features and a wave of innovation (Young, 2011). This ship is the first cruise vessel to be equipped with an onboard water rollercoaster. Disney’s Fantasy, which will premiere in April, will also carry new ground breaking features only available from Disney companies. Along with the introduction of two new ships, Disney Cruise Lines are expanding their ports to three new cities. New to 2012, Disney Cruise Lines will be sailing from New York City, Seattle, and Galveston, Texas (Weissman, 2011). The addition of these new ports will allow customers from even wider geographical regions to enjoy the unique Disney experience on the sea.
Through conducting the SWOT analysis a number of weaknesses were also able to be identified. A major trend in customer’s perception shows that the Disney name only appeals to family’s seeking a vacation (Mena, 2011). There is currently little marketing or promotion being conducted in order to appeal to different groups of customers. It is commonly perceived that Disney only offers family fun, and does not interest customers seeking a more multi-dimensional experience (Archer, 2011). Also, the Disney Cruise Lines demand nothing but excellence from their employees while on board the ship. However, it will take a vast amount of resources to continually train the staff in order to upkeep the superior service. This will cost the organization a great amount of resources

Related Documents