Disney Cruise Case Study

selling dodge Development Proposal Disney give the axevas teleph nonp aril statement Dave Rothenberg & Kang Liu Marketing in touristry and Hospitality Dr. Ceridwyn King Temple University School of touristry and Hospitality Management Structure Executive unofficial .. 2 1. 0 foot . 2 2. 0 Situational summary 2 2. 1 versed 2 2. 1. 1 Organization Analysis . 3 2. 1. 2 rise Analysis 3 2. 1. 3 derriere Market Analysis6 2. 2 External 6 2. . 1 door guards volt Forces 6 2. 2. 2 PEST Analysis 7 2. 2. 3 adversary Analysis 9 2. 3 drumhead 10 3. 0 chore/ chance Identification.. 11 4. 0 Marketing Strategy11 4. 1 Product/serv methamphetamine hydrochloride dodge12 4. 2 Distri andion strategy.. 12 4. 3 Communication strategy 13 5. 0 end.. 13 Reference add up14 addendumes .. 6 Executive Summary Disney journey breeze has been running since 1988 and was successful in the past 24 course of instructions. In this state, the feature analytic thinking of the family depart b e resultd integrity by one into inhering psychodepth psychology, which implicates organic law analysis, machinate analysis, and indicate merchandise analysis, and foreign situation, which includes doormans quintet forces, PESTE analysis, and competitor analysis. By spoting the situation analysis, it is be set ab turn up that Disney loafervas demarcation draw and quarter has a disadvantage on the scale of b comp any(prenominal) of returns and a strong advantage on its brand and the devotion of its guests.Last but non least, three selling strategies, which ar w ar/ process strategy, dispersion strategy, and confabulation strategy for next 12 months eat been modernizeed at the end of the project in order to give the committal to the companys yearly market visualize in 2013. 1. 0 Introduction Disney travel take up was founded in 1988 with its first ship, Disney Dream, follow by Disney oddment in the next summer. After enter the travel birth dili gence for decades, Disney travel berth right off became one of the well-nigh famous sheet barrier companies in the world. Now, Disney has four ships on greenback and serves travelers to several closes roughly the world.In 2012, it is estimated Disney canvas telephone wires pass on own nearly 3% sh be of the intercontinental sail market (2012 World Wide Market Sh atomic number 18, 2011). Disney canvass attract has position itself as a head in the sheet disc tout ensemble over intentness, providing a place as Disney write up put, where families can spend their clock time together and both member can have fun. 2. 0 Situational Analysis The pur rate of this situational analysis is to understand Disney sail stores extraneous and internal situation, including the node, the market environs, and the firms own capabilities.The situational analysis some(prenominal)ow for forecast end and incoming trends in the dynamic purlieu in which the Disney sheet arguin g arranging ope order. 2. 1 Internal The conduction of the internal analysis lead portray how the organization itself operates. This internal analysis forget include decision- reservation within Disney sheet Line, progressal computer programs, the image of the organization, and an assessment of the disclose internal strengths and weaknesses of the organization. 2. 1. 1 Organization Analysis Disney canvas Line is one of the un apply backupes from the Walt Disney Company ther Disney companies are in the film labor (1928) and the Disney theme approximate ranges (1955). The first ship, Disney Magic was launched in 1998 and then Disney Wonder fall in the fleet in 1999, the next year. Those were the entirely two ships that the Disney Company had for the conclusion 13 years until Disney Dream was launched in 2011. Disney travel Line has now completed itself as a leader in the canvass attention, providing a setting where families can reconnect, adults can recharge and ki ds can immerse themselves in a world only Disney can make (Disney Cruise Line, 2012).Disney Cruise Line continues to expand its blueprint for family cruising with its fourth ship, Disney ideate, scheduled to make its initiatory voyage in 2012 (Disney Cruise Line). 2. 1. 2 SWOT Analysis In order to satisfy customer needs and have the greatest hazard to reach its full strength, the Disney Cruise company essential understand its external and internal situation, including its customer, the market purlieu, and the firms own capabilities. In insideng so, a SWOT analysis was conducted in order to point out the companys internal strengths and weaknesses, as well as external opportunities and threats.Appendix A supplys the SWOT analysis conducted for Disney Cruise Lines. In conducting a SWOT analysis legion(predicate) trends in within the organization as well as in the surrounding environment were determine. With our own analysis, we found key strengths in the organization essentia l to the success of Disney Cruise Lines. Disney Cruise disembowels is owned and operated by the elephantine-scalest media and entertainment company in the world (Cruz, 2011). This strength provides customers with a crossroad and service marked by the excellence of the Walt Disney organization.Also you can rent aboutHi novel of the Culinary Arts.Disney Cruise Lines watercoursely employs over 150,000 masses with an intermediate turnover rate of eight years. This shows us that employees are fulfill with their employer, and exit in return portray this to the customers. Disney Cruise Lines are continue to introduce smart groundbreaking products to the market. Disneys fresh first of its kind 4,000 passenger ship brings with her even more than features and a gesticulate of innovation (Young, 2011). This ship is the first sail vessel to be furnish with an onboard water rollercoaster.Disneys Fantasy, which depart premiere in April, will in entree focal pointory carry peeled-fashioned ground breaking features only open 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 domains to enjoy the eccentric Disney go out on the sea. Through conducting the SWOT analysis a upshot of weaknesses were also able to be identified.A major trend in customers perception shows that the Disney name only appeals to familys seeking a vacation (Mena, 2011). There is currently little selling or promotion being conducted in order to appeal to different root words of customers. It is commonly perceived that Disney only offers family fun, and does non intimacy customers seeking a more multi-dimensional experience (Archer, 2011). Also, the Disney Cruise Lines demand nothing but excellen ce 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 on an current basis in order to properly train all of the staff. crack service, however, is an absolute necessity within this attention as leading competitors such(prenominal) as fair Cruise margins have to a steeper place average customer satis performery ratings (Mena, 2011). A number of opportunities were also identified within our analysis that could process in the happen uponments of the organization. Continuing the companys expansion into new sections by increasing the ports from which the ship sails, will allow more customers to access the service both(prenominal) internationally and domestically.The CLIA has reported an increase in travel line passengers within the United States by 10. 3% from 2009-2010, proving an increase in domestic de mand (Mena, 2011). Disney Cruise needs to continue to respond to this go up demand by opening new homeports throughout the expanse. In reply to this rising demand, Disney is providing two new vessels to the fleet, from which it can market their services line of descent in 2012. (Cruz, 2011) This provides the organization with opportunities to advertise this whimsical product and expand above the rival.Disneys newest ship, the Disney Fantasy, will debut in April of 2012. The addition of this much-anticipated vessel will provide the organization with an opportunity to market a product that will provide extensive customer appeal and attract new patrons. whatsoever potential threats to the Disney Cruise line were also noted within the situational analysis. by chance the most important of all is the fact that demand will go accordingly with its surrounding environment. For example, irregular weather patterns as well as natural disasters serve as a major threat to the upbeat of the organization (Scull, 2011).The richness rate has also been decreasing since 2007 and is predicted to keep impuissance in the next few years (Brady, 2012) (refer to Figure 1). Figure 1 Recent Trends in Births and Fertility Rates Through June 2011, The trend identified in Figure 1 whitethorn potentially equal the replete(p) organization as Disney Cruise markets specifically to families with materialization children. As a resolving power, the demand for the product may decrease due to the decreased fertility rate. an different(prenominal) external threat to Disney Cruise is the overall customers perception of the refuge of the travel patience.The recent sinking of the Costa Concordia sheet vessel on January 13, 2012 will impose individualized fear of safety in potential customers (DEmilio, 2012). Although the travel industry is currently experiencing growth, on-shore loses also pose a potential threat to the canvas industry. An some other threat that may affect the co mpanys public perception are the fond and ethnic groups who plain against by the Disney Company, including the Disney canvass ships as a result of alleged inappropriate activities and things such as damage ca engrossd to the local shipboard soldier life by the ships.This has brought about negative media attention, which may ultimately affect the customers view of the Company (Mena, 2011). This has the potential to directly format a damper on the entire Disney brand name. 2. 1. 3 Target Market Analysis In order to effectively find which consumers and markets the Disney Cruise line should be faging, a target market analysis moldiness be constructed. This analysis will allow the Company to view and decompose the current target market as well as trace other target markets that would be beneficial to the organization.The target market of Disney Cruise Line is similar to Walt Disney theme parks that are directed towards families with young children. The cruise line is strongly sup ported by the Disney culture created by the Disney organization (Watts, 1995). Since the cost of taking a cruise is graduate(prenominal)er than engagement to the theme parks, families amoured in taking a Disney Cruise must have high and stable incomes (Silverstein, 2010). Beca wasting disease the distance will crook the motive of the tourists, the major target market should be the residents in the United States.From the 2009 to 2010 primeval vacation season, the amount of the Statesn tourists leaving from ground forces ground ports increase by 3. 2% (Mena, 2011). To further identify the preferences of families when taking a Disney Cruise, a sentiment (see Appendix B) has be designed to gain better keenness into their profile. The survey can be viewed in Appendix B in which we used to gather target market information. 2. 2 External inside the conduction of the situational analysis, an external analysis is conducted in order to analyze all of the forces outside of the organ ization.This analysis includes competitor information, consumer information, industry information, and outside forces information. These external forces will assist in creating the best marketing decisions for Disney Cruise Line. 2. 2. 1 doorkeepers Five Forces In order to better understand the business decisions that are call for to be made by Disney Cruise Line, the door guards Five Forces framework presents the relative power that each of these forces has in the industry and their continue on the Disney Cruise Line.By feel at the model portrayed in Appendix C, Disney Cruise Line will be able to identify the key forces influencing the industry. According to porters five forces, it is clear that competitors and suppliers have more power than the Disney Cruise Line. Although Disney Cruise Line has its specific position in the cruise line market, other cruise line companies are older and bigger than Disney. (Clancy, 2008). Furthermore, the basic facilities that the other cruise lines offer are quite similar, such as providing rooms, restaurants, events and transportation to destinations.Thus, competitors conk out one of the most important threats to the company. Also, the suppliers in cruise line companies have high bargaining power. They are companies such as shipyards which include large companies that provide erratic products, i. e. the cruise ships themselves, and which contribute to their high bargaining power. Another example is the pet habitum companies which provide one of the most important sources in the cruise industry, oil. The price of oil cannot be control by one or few companies and is related to the international situation existing at the time.On the other hand, one of the more unique features in the cruise line industry is economies of scale. The cruise line companies provide many different destinations, a large number of ships and build the homage of their brand to increase the barriers to entry in the market by others (Huxley, 2008). This causes a low threat of new entrants. Moreover, the bargaining power of buyers in the industry is also low. According to the report from Cruise Line internationalist Association (CLIA), the number of customers in the cruise line industry is increasing (Scull, 2012).Another reason for optimism toward the Disney Cruise Line is the high degree of committal to the Disney brand. The Walt Disney Company has created a magical world that cannot be replaced easily (Johnson, 1981). This is why although the price of Disney Cruise Line is very high, there are still many people wanting to take a cruise on the Disney Cruise Line quite an than other cruise lines. Therefore, the bargaining power of buyers can be considered low. Last but not least, the potential substitutes for the Disney Cruise Line are Walt Disney Resorts, other family resorts, and package tours which include flight ticket and hotels.However, in addition to providing a Disney experience, the cruise provides travelers the opportunity to travel between ports. As the result, the threat of substitutes in the cruise industry is considered to be low. 2. 2. 2 PESTE Analysis The PESTE analysis is a framework used by business strategists to identify those factors operating in the outer (macro) environment of a firm which impinge upon its activities and profit top executive in addition to factors affect its immediate product markets. PESTE has five elements political economic social proficient and environmental (PEST, 2006).These factors play an important part in the cruise line industry. However, they are usually outside the control of the corporation and must be considered as either threats or opportunities. The PESTE analysis diagram for Disney Cruise Lines can be viewed in Appendix D. In order to get a more complete view of the companys current and future environment, the PESTE analysis has been conducted to assess the market from the standpoint of Disney Cruise Lines. Information collect will help identify how external factors affect arketing situations and how they might influence future marketing activities. The PESTE diagram in appendix D illustrates the PESTE analysis conducted for Disney Cruise Lines. In conducting the PESTE analysis, it presents the factors in the political environment that affect Disney Cruise Lines in the supreme ways and those which provide opportunities to the organization. For example, the U. S. government is expanding the Global approach weapons platform to make it easier for frequent tourists to visit the United States (Bart, n. d. ).Such a policy brings more tourists into the U. S. and has the potential to increase the demand for the Disney Cruise Line. Furthermore, the technological environment creates exciting new opportunities for the cruise line industry. Cutting edge engineering science has been added to many cruise lines in the market in 2012 allowing them to utilize new and ever expanding technology (Archer, 2012). For example, it i s now more convenient than ever for customers to plan and book a cruise vacation online with the do-it-yourself travel agent option, acquired by Disney (Pike, 2012).The Disney Cruise Line can use these new technologies to develop new service, such as incorporating a Virtual Porthole, a service provided on the new Disney Dream. These portholes offer a real-time view outside the ship via live video provided by high-definition cameras placed on the exterior of the ship (Cruz, 2012). On the other hand, the factors in the social environment today show the negative impact to the industry. Religious welfare groups who admit Disney for what they deem as offensive material will have an impact on the company and the marketing decisions the company makes.There are also groups that consume cruise ships are harming the environment. These trends will affect consumers and particularly when customers are making decisions of choosing either an onshore resort vacation, or an open sea cruise vacati on. Recent events have also highlighted the potential dangers and safety factors of the cruise line industry. The recent Costa Concordia cruise ship that has sunk has attracted media attention and will alter the markets perspective on the safety of open sea vacations (DEmilio, 2012).If consumers are concerned about the safety of cruising, they may choose an onshore resort vacation instead of the cruise Last but not least, current economic and environmental factors do not appear to be having a real significant impact in the cruise line industry. Although the industry is still trying to survive from an extremely severe economic period from 2008- 2010, the demand on the wave season in 2012 is still high (Mena, 2011 Yong, 2012). The wave season is the cruise industrys peak gross sales period of the year, typically running from January to March for most lines.The cruise line industry usually uses this to predict the demand for the following quarter in the year. (Yong, 2012) In conclusio n, the political environment and technological environment have positive impacts and provide encouraging opportunities to the cruise line industry. On the other hand, the current social environment can be the threat to the industry. incrementally, while the economic environment does not appear to significantly influence the cruise line industry at this time, the organization should still be aware of its potential impact. . 2. 3 Competitor Analysis The competitor analysis plays an important role in marketing plan. It not only shows the position of the organization in the market but also presents both the advantages and disadvantages of the organization compared to its competitors. By looking at the competitor analysis, the organization can correct the marketing direction and clear its position in the industry. Furthermore, the organization can ensure that the product is superior so as to satisfy the customers, especially the customers in the target market.The direct competitors of D isney Cruise Line are other cruise line companies, including those with different types of marketing positions. The image shown in Appendix E uses the two factors, price and the level of family orientated packages provided to identify the position of all the competitors. By looking at Appendix E, it presents that the Disney Cruise Line, proud Caribbean, Norwegian and Carnival are in the same position group which are exceedingly family-oriented. Furthermore, Disney is the only company which provides true luxury cruise line products to the family market.According to the figure portrayed in Appendix F, majestic Caribbean and Norwegian are the principal(prenominal) competitors to Disney Cruise Line. All three companies provide special kids programs but victimization different names (Sloan, 2011). Another similarity between Disney and Norwegian is that both of them have their own fictional events. Disney Cruise Line has Disneys character such as Mickey Mouse and Toy Story. On the o ther hand, Norwegian has characters from Nickelodeon such as Spongebob Squarepants. Since there are more cartoon characters in the media today, Disney should be aware of he potential competition non-Disney characters play in consumers decision making. In addition, Disney and royal Caribbean both provide unique cruising experiences but in different way. Royal Caribbean provides many adventure facilities on their ships, such as onboard rock climbing wall, ice skating rink, mini-golf course, surfing simulator, and boxing ring these are very loving to some family members, particularly teenagers. On the other hand, Disney is more focused on younger children and families as a whole.By including in Disneys special show the famous Disney characters and the Magical moment, it attempts to create the unique Disney experience for every family. Disney creates a moment that parents and children can experience together. The similarities between the Norwegian and Royal Caribbean cruise line are p rimary pricing and the diversity of destinations. The average per person price of Disney Cruise is over $250 per day while the other cruises are closer to $100 per day, significantly cheaper than Disney. The diversity of destinations is another(prenominal) difference between Disney and its two main competitors.Since Disney has only 4 ships, it can only provide a few destinations to its customers. On the other hand, Norwegian and Royal Caribbean have 12 and 22 ships respectively. Based on the size of the company, they provide more choices of destinations than Disney, and this becomes another weakness to the Disney Cruise Line company. 2. 3 Summary Through conducting of the situational analysis, many reoccurring themes were highlighted which are important for making good marketing decisions for the Disney Cruise organization. It is evident that the Disneys Cruise organization makes beneficial use of the Disney experience and theme.As seen in the SWOT analysis, while Disney Cruise offe rs a unique experience hypnotic to families, the company is also not as established as its competitors within the industry. This also appears to be evident in Porters five forces when considering Disneys position in the industry since its competitors have been in existence longer, are much larger, as well as competitor footprint. The targeted market analysis presents that the family consumer market is the targeted audience for Disney Cruise, but as was also shown in the SWOT and competitor analysiss, packages and services are high priced and limited.The analysis has shown that Disney Cruise offers a unique theme attractive to all family vacation seekers, but also shows the already established and large competition to the organization by the long stand cruise lines. 3. 0 Problem/opportunity Identification Through conducting the situational analysis, it is evident that the Disney Cruise organization is unable to compete with leading competitors due to their lack of size and ports. Th is difficulty is especially apparent in the organizations competitor analysis where the small size of the organization relative to competitors within the industry is portrayed.This is troublesome for the Disney Cruise Line as tourists usually select their cruise line based upon destination first and then look for accommodations that satisfy personal desires (Jenkins, 1978). Disney currently only provides a few destinations which are all fit(p) near the continental United States, such as Alaska, Hawaii, Canada, Mexico, Spain, and the Bahamas. In contrast, its competitor, Royal Caribbean, provides destinations all around the world, including various ports in South America, Europe, Africa, Australia, and Asia. This makes it impossible for Disney Cruise to compete based upon ports.Expanding the size of the company is a strategy that would bear significant resources and time. The Disney Cruise organization does however possess the opportunity to create a receding market targeted towa rds customers who remain loyal to the organization. It has been shown that customers in the cruise industry often show a high degree of inscription to the organization which they choose (Sun, Jiao, & Tian, 2011). Through conducting an internal analysis, it is made clear that consumers who use Disneys products and services often remain loyal to the organization and are likely to purchase from the Disney brand again.Disney Cruise has the opportunity to specifically target Disney loyalists who are seeking a new form of the Disney experience. In doing so, the Disney Cruise organization must focus its marketing on the journey rather than the destination. The best opportunity for the organization is to develop a specific market in which the consumer will not be influenced by the amount of ports that are offered. In order to create a niche market, which is defined as targeting one section of a market (McDaniel, Lamb & Hair, 2007), Disney Cruise Line must market itself to Disney loyalists .The organization must implement and execute sealed marketing strategies that target current and previous Disney customers. 4. 0 Marketing Strategy As seen in section 3. 0, the major weakness of Disney Cruise Line is the size of the organization. This causes a paradox for the company because it cannot compete with its competitors on the standard of service such as choices of destinations, date of departure, and the period aboard. In order to counteract this weakness, it is necessary to develop a marketing strategy for Disney Cruise Line.Developing a marketing strategy will help the company to achieve its destruction by defining a target market, setting marketing goals, and developing and maintaining a marketing mix (Shoemaker & Shaw, 2007). According to previous sections, Disney Cruise Line is unique in the cruise line market, due to the ability to create a unique Disney experience for its customers and attract tourists with its Disney brand (Watts, 1995 Pettigrew, 2011). Thus, the goal of the company should be to focus on a niche market. In this case, the niche market is visitors who have been to Disney theme parks and are exceedingly loyal to the Disney Company.In order to achieve this goal, Disney Cruise Line has to create a specific position which occupies a place in consumers minds that cannot be replaced by its competitors (McDaniel, Lamb & Hair, 2007). Furthermore, the functional strategy mix for Disney Cruise Line in the next 12 months is a product/service strategy, distribution strategy, and communication strategy. 4. 1 Product/service strategy Product and service are the basic items in a company. According to Shoemaker and Shaw, product/service mix is defined as the combination of products and services aimed at unanimous the needs of the target market (Shoemaker & Shaw, 2007).In addition, since positioning is about designing product/service offering and accompanying image to occupy a unique place in customers minds, product and service play an important role in a positioning strategy (King, 2012). In order to segment the market, Disney Cruise Line has to develop a unique product which turns a cruise line experience into a Disney experience. As Disney has its characters, shows, and a private island, Castaway Key, Disney Cruise Line should position itself as a destination rather than just a travel mode. In addition, DisneyCruise Line should provide more package options which combine the existing travel resources, such as Disney resorts and Adventures by Disney, to offer more experiences to their customers. 4. 2 Distribution strategy The distribution mix is made up of all channels available between the firm and the target market that increase the probability of acquire the product and the customer to each other (Shoemaker & Shaw, 2007). In other words, it is a mix of ways customers purchase the product. Thus, where to sell the product to customers has become the most important question in this strategy.The target market of Disney Cruise Line is families which have been to Disney resorts and like the experiences. They usually have a high loyalty to the Disney Company. In this situation, direct marketing is the best strategy to use. Direct marketing refers to the techniques used to get costumers to make a purchase from home, office, or other nonretail setting (McDaniel, Lamb & Hair, 2007). This provides more opportunities for customers to purchase the product. In this case, Disney resorts and Disney theme parks can become channels through which Disney Cruise Line can sale its products.Furthermore, Disney companies can share the customer information and send out e-mails directly to their potential customers to create the motivation of booking their next light with Disney Cruise Line. 4. 3 Communication strategy One of the proposed strategies that will assist in the development of a niche market is to create a Disney loyalists rewards program. The development of a rewards program focuses on current custo mers rather than on potential customers or competition. This type of strategy is a form of kin marketing, which is intended to establish, develop, and maintain successful relational ex diverges (Morgan, 1994).This promotion targeting frequent customers will create communications between the firm and the market that increase the tangibility of the product/service mix, monitor consumer expectations, and persuade customers to purchase (Shoemaker & Shaw, 2007). A rewards program for the frequent customers of Disney will influence these consumers towards future business with the organization, creating a niche market. 5. 0 Conclusion In conclusion, it was found through the conduction of the situational analysis that Disney Cruise Line could not successfully compete with its major competitors based upon size alone.It is noted in the analysis that consumers within the cruise industry will often use ports as a deciding factor in determining their interests. Disney Cruise Line must countera ct this problem by marketing to and creating a niche market for Disney loyalists. In doing so, the organization must focus on targeting previous Disney customers who are looking for another way to experience the Disney theme. This strategy is one that could be implemented within a 12 month time period, and serves as a strategic plan to counterbalance the lack of size and ports of the Disney Cruise organization. Reference list Archer, J. 2011). Seven ships for seven seas. Travel Weekly (UK), 5(Nov 2010), 14-16. Bart, J. , & USA, T. (n. d. ). President invites the world to visit. USA Today. Brady, E. H. , Paul D. S. , & Division of Vital Statistics. (2012). Recent trends in births and fertility rates through June 2011. NCHS Health E-Stat. Retrieved from http//www. cdc. gov Clancy, M. (2008). Cruisin To exclusion Commodity chains, the cruise Industry, and development in the Caribbean. Globalizations, 5(3), 405-418. Cruz, G. (2011, July). Disney Dream. Cruise Travel. (July/August 2011), 14-17. DEmilio, F. (2012, February 8).Costa Concordia survivors to push for change in laws. USA Today. Retrieved from http//travel. usatoday. com/cruises/story/2012-02-08 Disney Cruise Line, (2012). Disney Cruise Line Fact Sheet 2011. Retrieved from http//disneycruise. disney. go. com Garcia,J. (2012, February 12). Disney sees big year ahead for cruise ships. Tourism and Travel. Huxley, L. (2008, May 16). Could the tide be turn of events for how cruise is sold?. Travel Trade Gazette UK & Ireland. p. 13. Jenkins, R. L. (1978). Family vacation decision-making. journal of Travel Research 16(4)2- 7. Johnson, D. M. (1981). Disney world as structure and ymbol Re-creation of America experience. Journal of Popular Culture, 151, 157-165 King, C. (2012). Hospitality & culinary arts. Boston, MA Pearson raising Company. McDaniel, C. , Lamb, C. W. , & Hair, J. F. (2007). Marketing Essentials. (5). Mason, OH Thomson Higher Education Mena, H. (2011). Cruise industry overview 2011. Florida-Carib bean Cruise Association. Retrieved from http//www. f-cca. com Morgan, R. (1994). The commitment-trust possibleness of relationship marketing. Journal of Marketing, 58(3), 20-38. Retrieved from http//www. jstor. org/stable/1252308 PEST. (2006). Collins Dictionary of Business.Retrieved from http//www. credoreference. com Pettigrew, S. (2011). Hearts and minds childrens experiences of Disney World. Consumption, Markets Culture,14(2), 145-161. doi10. 1080/10253866. 2011. 562016 Pike, J. (2012). 2012 Survival guide. Travel Agent,339(9), 28-33. Scull, T. W. (2012). Cruising 2011. Cruise Travel, 33(4), 8-18. Shoemaker, S. , Shaw, M. (2007). Marketing Essentials in Hospitality and Tourism Foundations and Practices. Boston, MA Pearson Prentice Hall. Sloan, G. (2011, September 16). How to pick the perfect cruise. USA Today. Sun, X. , Jiao, Y. , Tian, P. (2011).Marketing research and revenue optimization for the cruise industry A concise review. transnational Journal of Hospitality Manag ement, 30(3), 746- 755. doi10. 1016/j. ijhm. 2010. 11. 007 Watts, S. (1995). Walt Disney Art and politics in the American century. Journal of American History, 82(1), 84-110. Weissmann, A. , Tunney, D. (2011). Disney Cruise Line adds New York, Seattle and Galveston homeports. Travel Weekly, 70(15), 6. Woodside, A. G. , Megehee, C. M. (2010). locomote consumer behaviour theory in tourism via visual narrative art. International Journal of Tourism Research,12(5), 418-431. Young, S. J. 2012). Cruise industrys wave season under way Signs are encouraging, asseverate travel agents. Travel Agent, 339(9), 8. Appendixes Appendix A SWOT analysis Strengths Weaknesses 1. Owned and operated under the largest media and entertainment company in the world, Walt Disney. 2. alliance employs over 150,000 people. 3. Operated under Disneys well -established brand name. 4. The introduction of new, innovative ships. 5. Expansion to new ports and shipping destinations throughout the world. 6. imprint turn over rate for employees. 7. Management is committed and confident in continuing promotions and attracting new customers. 8.Provides unique atmosphere that can not be replicated elsewhere. 1. Limited go of target audience. 2. Customer perception of non-dimensional experience. 3. Already established and successful competition. 4. Resources needed to train employees to maintain exceptional service. Opportunities flagellums 1. Expansion into new markets internationally and domestically. 2. Addition of new ships can satisfy the rising demand. 3. New ship Disney Fantasy to debut in April. 1. assume may vary accordingly with environment. 2. call for may vary seasonally and is weather permitting. 3. Public perception of cruise industrys safety. . Expansion and growth of on-shore resorts will decrease interest in cruise lines. 5. High competition within cruise line industry. 6. Social and ethnic groups protests against Disney brand. Appendix B Survey - This is a survey designe d to find out the target market and the consumer behavior of Disney Cruise Line. It may take you 5-10 minutes to complete the survey. Thank you for your cooperation Question pigeonholing A- Motivation 1. Are you interested in attending Disney Cruise Line? ?Yes ? No 2. Have you ever been to any Disneys theme park? ?Yes ? No 3.Have you ever been to Disney Cruise Line? ?Yes ? No (Go to question 7 if your answer is NO) 4. How do you like the overall experience on Disney Cruise Line? (Choose one) Strongly dislike near-what dislike Normal like strongly like ? ? ? ? ? 5. Rank how the following items were attractive to you on Disney Cruise Line? Choose one on each question, from 1 (very unattractive) to 5 (very attractive) monetary value of the ticket . . 1 2 3 4 5 fibre of the room.. 2 3 4 5 calibre of the benefit.. 1 2 3 4 5 savor of the regimen.. . 1 2 3 4 5 Activities on the cruise .. 1 2 3 4 5 The destination of the set off .. 1 2 3 4 5 tell provided on the cruise . 1 2 3 4 5 Disneys Characters. .. 1 2 3 4 5 Program for Children 1 2 3 4 5 Question assembly B Satisfaction 6. After your experience, how satisfied are you with the following items on Disney Cruise Line?Choose one for each question, from 1 (very unsatisfied) to 5 (very satisfied) outlay of the ticket . . 1 2 3 4 5 tonus of the room.. 1 2 3 4 5 Quality of the receipts.. 1 2 3 4 5 Taste of the food.. . 1 2 3 4 5 Activities on the cruise .. 1 2 3 4 5 The destination of the trip .. 1 2 3 4 5 Show provided on the cruise . 1 2 3 4 5 Disneys Characters. .. 1 2 3 4 5 Program for Children 1 2 3 4 5 Question Group C other(a) cruise experience 7. Have you ever been to any other cruise line? ?Yes ? No 8. If answer to question 6 Yes, which cruise line did you take? (Circle one or more) ? Carnival ? Caribbean ? reputation ? Coasted ? Crystal ? Cunard ? Holland ? MSC ? Norwegian ? P & O ? Princess ? Regient ? Royal ? Other 9. Compared to the other cruises you have experienced, what are the 3 are as where you think Disney Cruise Line is better? Rank 1(Most favorite), 2(Second favorite), 3(third favorite) in the following items ? toll ? Food ? attend to ? Program for children ? Activities at the destination ? Show ? Room ? Characters ? Activities on cruise ? Other 10. Compared to the other cruises you have experienced, what are the 3 areas that you think Disney Cruise Line is worse? Rank 1(Worst), 2(second worst), 3(third worst) in the following items ? Price ? Food ? Service ? Program for children ? Activities at the destination ? Show ? Room ? Characters ?Activities on cruise ? Other Geographic questions 11. What is you gender? ? Male ? Female 12. What age group are you in? ?Under 12 ? 13-17 ? 18-24 ? 25-29 ?30-39 ? 40-49 ? 50-64 ? over 65 13. Which country are you resident in? ?The United States ? Other 14. What is your marriage situation? ?Single ? Married ? Divorced 15. How many children (under 18) are you live with in your family? ?None ? 1 ? 2 ? 3 ? More then 4 16. W ho did you travel with on the cruise line? (Choose one or more) ? entirely ? Husband/Wife ?Son/Daughter ? Boyfriend/Girlfriend ? Parent(s) ? Friend(s) ? Colleague(s) ? Schoolmate(s) 17. Would you say your familys total gross income for this calendar year will be? ?Under $30,000 ? $30,000-$49,999 ? $50,000-$99,999 ? $100,000 or more - Congratulations You have done all the questions, thank you again for your cooperation High Competitive Rivalry * many a(prenominal) competitors and industry continues to grow * Similar products offered between competitors * High satisfied customer loyalty get-go Supplier Power * Oil price are threatening to control Suppliers large corporations * Unique products and services * Ability to perpetually change and adapt to times Low Threat of Substitution * Some successor available for different for of vacation * Uniqueness of cruise industry Low Buyer Power * Increasing number of customers * High loyalty to Disneys brand * Customers tend to be price s ensitive Low Threat of New Entry * High barriers to entry * Economies of scale * Demand and interest within industry is rising High Competitive Rivalry * Many competitors and industry continues to grow * Similar products offered between competitors High satisfied customer loyalty Low Supplier Power * Oil price are hard to control * Suppliers large corporations * Unique products and services * Ability to constantly change and adapt to times Low Threat of Substitution * Some substitution available for different for of vacation * Uniqueness of cruise industry Low Buyer Power * Increasing number of customers * High loyalty to Disneys brand * Customers tend to be price sensitive Low Threat of New Entry * High barriers to entry * Economies of scale * Demand and interest within industry is rising Appendix C Porters Five ForcesPolitical * The tourism policy has become more fond to international tourists, especially to China and Brazil Economic * Recovery from difficult 2008-2010 economic period * The cruise line industry are not really influenced by the recession Social * Religious welfare groups protest against Disney for offensive material * Lifestyle trend of consumers rather onshore vacation rather than overseas * Customers opinions of weather or not the cruise industry provides a safe vacation * Public perception of Cruise Lines from social media, including propaganda of sinking ships. Technological * New technological advancement on features for vessels * Overall, 19 new vessels for 2012 include latest technology from competitors * Online booking and advancements in technological travel agencies * Virtual Porthole in all inside staterooms Appendix D PEST analysis Appendix E Competitor present Carnival ? Low Price ? Disney ? Norwegian ? Royal Caribbean High Price Coasted ? MSC ? Cunard ? Princess ? Celebrty ? Holland Regient ? ? P & O Crystal ? Family point Package Family Oriented Package Characters Unique experience Low Price Different region Program for kids Characters Unique experience Low Price Different region Program for kids Appendix F Competitor footprint