Marketing Strategies of the Shanghai Disney Resort

Shanghai Disney Resort

Brief History and Facts

Investments

Target Market for the Shanghai Disney Resort

Demographic Segmentation

Psychographic Segmentation

The Marketing Strategies of the Shanghai Disney Resort

Product Strategies

Integration with the Chinese Culture

Product Mix

The Major Resort Segments

Entertainment and Recreational Facilities

Pricing Strategies

The Most Potential Customer Segment

Why Chinese Market?

Promotional Strategies

Segmentation for Promotional Campaigns

Selection of Promotional Mediums

Place Strategies

Overall Plan of Shanghai Disney Resort

SWOT Analysis

a.

Internal Environment (Strengths & Weaknesses)

b.

External Environment (Opportunities & Threats)

Failed Market Strategy

Successful Market Strategy

Selection of the Chinese Market

Differentiation

Growth Strategy

Critical Analysis and Concluding Thoughts

Appendices

Appendix 1: Introduction

References

Executive Summary

The Shanghai Disney Resort is an upcoming theme park in China. The resort is being built by the world's largest entertainment corporation -- the Walt Disney Company. Consisting of theme parks,...
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