留学生论文网源于英伦 服务世界 专业代写服务12年 <-- -->
当前位置: 首页 > 代写paper >

迪斯尼公司成功组合营销策略-how does marketing mix contribute to the succe

时间:2011-10-31 11:47来源:www.liuxulw.com 作者:美国论文代写 点击:
迪斯尼公司成功组合营销策略留学生论文-how does marketing mix contribute to the success of the Walt Disney Company

Outline:
Title: how does marketing mix contribute to the success of the Walt Disney Company
Introdution300


Body

Simple definition of the marketing mix and how important is it for the success of a company
How does it implicate in a company, lead to the study of disney company.
The Marketing mix applied in the operation of Disney company200
4p:
Product(brand, quality, design, features, variety, packaging, service, support, guarantees)250

Price: list price discount, allowances trade margins payment terms credit trade-in250

Place:distribution channels, coverage, assortments. Locations. Inventories transport250

Promotion: sales force, direct marketing, sales promotion, advertising,public relations, exhibitions, internet250

How does the 4Ps help disney company confront the threats and problems in the expantion of the company.300
he name Walt Disney has been preeminent in the field of family entertainment. From humble beginnings as a cartoon studio in the 1920s to today's global corporation, The Walt Disney Company continues to proudly provide quality entertainment for every member of the family, across America and around the world. To read the complete history of The Walt Disney Company,
Conclusion300
The marketing mix is important  for the success of disney company and applied in the operation.

Introdution
As is known to all, Disneyland has now become one of the world's largest entertainment company,
preeminent as the leader in this industry. Absolutely, Disney is a legend of success. It origins from very humble beginning as a cartoon studio in the 1920s to one of the world's leading producers and providers of entertainment today. Since 1955 Walt Disney created the first theme park in the United States- Disneyland, Disney company has already become a entertainment conglomerate developing in cartoon design, television networks, film, theme parks, cultural facilities, and clothes.As the entertainment giant, Walt Disney Company has numerous subsidiaries and the business involved four major aspects, namely, film and television entertainment, theme park resorts, consumer products and media networks. During the eight decades of the establishment, what is its enduring strength which prompted it to develop into a company in such a large scale.Their outstanding success is based on several internal principles. One of them is Disney culture, whereby the company relies heavily on its heritage and traditions, ensures the company's quality standards, demonstrates the former two in their behavior. Another one of the principles is the so-called performance excellence as regards the company's responsibilities towards its clients, its employees, and its shareholders and other businesses. Yet another important factor contributing to the company's success is their marketing policy.

The aim of this essay is to critically evaluate how the marketing mix have made to the Walt Disney Company into a leading brand throughout the world, specifically focusing on the 4Ps theory. To do this, consideration is firstly given to the basic theory of the marketing mix, considering the significance of marketing mix by which Disney build up the brand image.

Subsequently the development of the marketing discipline is examined with a specific focus on how four Ps theory have been employed in the operation of the company. Attention is given to the need for the Walt Disney Company to address broad product portfolio, strong brand image and strong cable and satellite networks. Moreover, threats and problems in expansion of company also needs perfect application of the market mix to cope with.

In a word, today's outstanding Disney has been built on excellent enterprise culture.
Market positioning as well as recruitment and training certainly reflect the quality of Disney corporate culture, but high quality, efficient, meticulous service and large, rigorous marketing strategy are the core of the Disney corporate culture.


The importance of the marketing mix for company

"Managing the marketing mix is the central task of marketing professionals. The marketing mix is the set of marketing tools- often summarized as the ' four Ps ': the product, its price, promotion and place- that the firm uses to achieve its objectives in its target market."( McCrthy, 2001)

 

 

 

 

 

Product
The theme park business consists of both providing services and selling consumer goods, including food and beverages, and merchandise. In general, Disney uses the same marketing mix and strategy for both physical goods and services.


" To all who come to this happy place-welcome. Disneyland is your land. Here age relives fond memories of the past and here youth may savor the challenge and promise of the future. Disneyland is dedicated to the ideals, the dreams, and the hard facts that have created America.....with the hope that it will be a source of joy and inspiration to all the world."(Disney, 1955)

There is no doubt that core product of Disney is amusement, joy, fun, pleasure, prestige with the support of basic products such as roller coasters, attractions, shows, Disney characters, food, drinks, toys, clothes. Consumers who come to Disneyland expect to receive safe, excellent service, then the Disney company just make the best to satisfy them with very high quality services exceeding guests expectations. For example, by having the sections of the parks to be consistent with certain themes gives children a real visit into fairy tales' world  Also, if a customer receives a product that does not meet his expectations, he can exchange it without problems. By providing such kind of immediate guest service recovery, Disneyland have built up a strong brand image with high quality and loyalty.

Price
a flexible pricing strategy is another strong marketing strategy to attract customers keeping coming again. Theme parks typically include single ticket, high quality ticket, low-price ticket with multi-service and inexpensive strategies.Single fares are suitable for those who are lack of facilities and services; those comprehensive, high-tech theme parks with high investment usually apply high prices strategy.
Disneyland is very flexible in the pricing strategy, which according to product types, marketing time and place to take different factors such as differential pricing, regional pricing, price adjustments and other measures into account to ensure the park's ticket prices are acceptable for most of the target customers.
Take Hong Kong Disneyland as an example, considering its target markets in Hong Kong, Mainland and overseas each accounted for one third, in addition to relatively lower income of tourists from mainland and south Asia, Hong Kong Disneyland park developed the lowest price ticket strategy intending to widely expand target markets and serve different age groups and different time periods with differential pricing strategies.

Of course, due to inflation, rising prices and other external factors, the ticket price is too low will affect the profitability of the theme park. Disneyland resolve this difficult problem is to run a long-term adjustment policies on the price of tickets which increases the price slightly higher than the inflation rate. Therefore, not only the company's profit can be guaranteed but also consumers can afford to the tickets.

Place
According to the research of locations of Disneyland resorts(Disney website)
Disneyland Resort, Anaheim, California
Walt Disney World Resort, Lake Buena Vista, Florida
Tokyo Disney Resort, Urayasu, Chiba
Disneyland Resort Paris, Marne La Valle, France
Hong Kong Disneyland, Penny's Bay, Lantau Island

Disney puts a lot of emphasis on easy accessibility to the theme parks. All theme parks can be reached by public transportation, private shuttles or taxis. The Disney parks have their own highway exits that lead the guest coming by car straight to the Disney owned parking area. On the Disney property, there is a company-owned transportation system, which is free of charge, that brings hotel and resort guests to any location within the Disney property.


Promotion
Disneyland is unique in marketing management, which first emphasized internal marketing from business to staff, and then is external marketing from business to consumer. Disney's internal marketing management for the staff is to create a "enjoy the work, happy work,"working atmosphere in order to motivate staff to provide customers with high quality services.In the external marketing, the Disney Company spent a lot of money at promotion via television, radio, newspapers, windows and other traditional media publicity at the same time, complemented by a variety of marketing tools. For example, the Walt Disney Company devoted to promote Hong Kong Disneyland has launched the "Disney Dream World" television program; used the Internet to build the Disney website; the corporate culture as a means of commercial publicity have also been taken advantage into, Disney propagandize cartoon culture, while doing commercial advertising; in cooperation with McDonald's and Coca-Cola in joint publicity, advertising on the Coca-Cola cans,as well as in cooperation with local travel agencies on marketing activities, diversified marketing strategy not only greatly increase the popularity of the Disney theme park, and bring a large number of tourists and profit.


While Disney's business is very successful, but it also has its shortcomings, to the newly opened Hong Kong Disneyland, it's not very well managed, for example, February 1, 2006 and 2 that two days, because too many tourists refused to drop-off gate, leading to over a thousand visitors not holding admission ticket, which is also offered to attract tourists to Hong Kong.
From Disney brand management model that resulted in great doubt.
This incident not only created a bad influence on the tourists, but also seriously damaged the tourism industry and even the whole of Hong Kong.
A reputation of Hong Kong.So the management of any business is not perfect, you need to constantly strive to improve in order to create the best for their own corporate culture, not to mention some of our development is not successful theme park?


The joy into money.Disney tried to create a festive atmosphere, the regulations.
Detailed expression to the staff management, action management and emotional management.Let each go to Disney.
The most reluctant people in the future there is joy everywhere, and joy is this.

For xx to compete with other brands of training shoe it has developed a marketing strategy to make the xx brand highly desirable.
Training shoe companies invest a great deal of money in advertising to promote their products and convey the concept of emotional appeal.
Another aspect of the xx marketing strategy if to use the technique of exclusivity to bolster the appeal of the brand.
Innovation is another tool in the xx success story., innovation in both business and technological terms.
Xx has also been innovative in its design and technology application.

Conclusion
The marketing mixthe innovative approach of xx of reducing overheads by outsourcing manufacturing of the training shoes in countries where labor costs are low, combined with focus on design and marketing, has secured xx the position of biggest training shoe company in the world.


References
http://www.liuxuelw.com/meiguolunwen/2011/1031/729.html Armstrong&Kotler(2007) Marketing: An Introduction, 8th edition, Harlow, UK:Pearson Education Limited.

Baker, Michael J (2003) The Marketing Book, 5th edition, Oxford, UK:Butterworth-Heinemann Ltd.

Dick, Alan, S. and Basu, Kunal. (1994) “Customer Loyalty: Toward an Integrated Conceptual Framework.” Journal of the Academy of Marketing Science V. 22, No. 2, pp.99-113.

Gebhardt, Gary, F. Carpenter, Gregory, S. and Sherry, Jr., John, F. (2006) “Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation.” Journal of Marketing, V. 70 (October), pp. 37-55.

Slater, Stanley, F. and Narver, John, C. (1995) “Market Orientation and the Learning Organization”, Journal of Marketing, V. 59, No.3 (July), pp.63-74.

Grönroos, Christian (1994) “From Marketing Mix To Relationship Marketing: Towards A Paradigm Shift In Marketing”, Management Decision, V. 32, No. 2, pp. 4-20.

Gummesson, Evert (2002) “Practical Value of Adequate Marketing Management Theory” European Journal of Marketing, V. 36, No. 3, pp.325-349

Kennedy, Karen, N. Goolsby, Jerry, R. and Arnould, Eric, J. (2003) “Implementing a Customer Orientation: Extension of Theory and Application.” Journal of Marketing, V. 67, (October), pp.67-81.

Boonghee, Y. Naveen, D. and Sungho,L. (2000) "An Examination of Selected Marketing Mix Elements and Brand Equity". Journal of the Academy of Marketing Science,V28,No.2 pp.195-211.


Datemonitor(2008) "The Walt Disney Company",Company Profile, (July)

Disney website
       http://www.disney.com[Accessed on 25/10/2010].

Disney website
       http://corporate.disney.go.com/corporate/overview.html [Accessed on 25/10/2010].

(责任编辑:代写留学生论文)
织梦二维码生成器
顶一下
(0)
0%
踩一下
(0)
0%
------分隔线----------------------------
发表评论
请自觉遵守互联网相关的政策法规,严禁发布色情、暴力、反动的言论。
评价:
栏目列表
推荐内容