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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