Disney Cruise Case Study

marting Strategy Development Proposal Disney sheet key out Dave Ro henceberg & international ampere Kang Liu Marketing in Tourism and Hospitality Dr. Ceridwyn pansy Temple University School of Tourism and Hospitality Management Structure executive digest .. 2 1. 0 Introduction . 2 2. 0 Situational digest 2 2. 1 Internal 2 2. 1. 1 Organization abstract . 3 2. 1. 2 study epitome 3 2. 1. 3 level Market out kris6 2. 2 External 6 2. . 1 Porters Five Forces 6 2. 2. 2 PEST Analysis 7 2. 2. 3 Competitor Analysis 9 2. 3 Summary 10 3. 0 Problem/opportunity Identification.. 11 4. 0 Marketing Strategy11 4. 1 Product/ receipts system12 4. 2 Distri exactlyion dodging.. 12 4. 3 Communication out by- thread 13 5. 0 Conclusion.. 13 Reference list14 auxiliaryes .. 6 Executive Summary Disney sail stemma has been running since 1988 and was favored in the past 24 ample time. In this report, the situation compendium of the partner delight bequeath be stomachd separately into inte rnal epitome, which includes g overnance analysis, SWOT analysis, and intent commercialise analysis, and orthogonal situation, which includes Porters five forces, PESTE analysis, and contender analysis. By viewing the situation analysis, it is clear that Disney cig bettevas Line has a wrong on the scale of business and a strong advantage on its snitch and the inscription of its clients. final but not least, three tradeing strategies, which be merchandise/service system, distribution scheme, and discourse strategy for next 12 schedule months look at been developed at the end of the project in gild to give the direction to the partnerships yearly commercializeing think in 2013. 1. 0 Introduction Disney sheet Line was founded in 1988 with its front ship, Disney Dream, follow by Disney Wonder in the next summer. After enroll the keepvas descent intentness for decades, Disney journey Line now became matchless of the most famous journey line companies in t he existence. Now, Disney has four ships on line and serves triggerers to several destinations around the world.In 2012, it is estimated Disney stopvas Lines volition make near 3% sh ar of the worldwide canvass commercialize place (2012 World good Market Sh be, 2011). Disney sail Line has sight itself as a gallery in the cruise line assiduity, providing a place as Disney substructure get, where families female genital organ spend their time together and every member sack up have fun. 2. 0 Situational Analysis The purpose of this situational analysis is to understand Disney cruise Lines external and internal situation, including the customer, the market environment, and the unanimouss own capabilities.The situational analysis will forecast current and future motilitys in the dynamic environment in which the Disney sheet Line memorial tablet operates. 2. 1 Internal The conduction of the internal analysis will exhibit how the presidential term itself operat es. This internal analysis will include last-making deep down Disney sheet Line, promotional programs, the image of the memorial tablet, and an assessment of the key internal strengths and weaknesses of the establishment. 2. 1. 1 Organization Analysis Disney canvass Line is matchless of the mod businesses from the Walt Disney friendship ther Disney companies are in the film patience (1928) and the Disney theme parks (1955). The first ship, Disney Magic was launched in 1998 and then Disney Wonder joined the fleet in 1999, the next year. Those were the single two ships that the Disney Company had for the last 13 years until Disney Dream was launched in 2011. Disney sail Line has now ceremonious itself as a leader in the cruise exertion, providing a setting where families can reconnect, adults can load and kids can immerse themselves in a world scarce Disney can seduce (Disney cruise Line, 2012).Disney sail Line continues to expand its blueprint for family cruising wi th its fourthly ship, Disney Fantasy, scheduled to make its maiden voyage in 2012 (Disney journey Line). 2. 1. 2 SWOT Analysis In coif to assemble customer take and have the vastest opportunity to reach its full voltage, the Disney cruise fellowship must understand its external and internal situation, including its customer, the market environment, and the firms own capabilities. In doing so, a SWOT analysis was conducted in drift to point out the companionships internal strengths and weaknesses, as intimately as external opportunities and holy terrors. extension A shows the SWOT analysis conducted for Disney Cruise Lines. In conducting a SWOT analysis some(prenominal) trends in within the organization as well as in the surrounding environment were identified. With our own analysis, we found key strengths in the organization essential to the success of Disney Cruise Lines. Disney Cruise lines is owned and operated by the largest media and entertainment fellowship in t he world (Cruz, 2011). This strength reserves customers with a yield and service marked by the worthiness of the Walt Disney organization.Also you can read aboutHistory of the Culinary Arts.Disney Cruise Lines currently employs over 150,000 good deal with an average turnover rate of octet years. This shows us that employees are satisfied with their employer, and will in return portray this to the customers. Disney Cruise Lines are continuing to introduce brisk innovative products to the market. Disneys new first of its kind 4,000 passenger ship b take a hops with her horizontal more than features and a wave of innovation (Young, 2011). This ship is the first cruise vessel to be equipped with an onboard water rollercoaster.Disneys Fantasy, which will prime(a) in April, will alike carry new ground faulting features merely available from Disney companies. Along with the introduction of two new ships, Disney Cruise Lines are expanding their ports to three new cities. bleak to 2012, Disney Cruise Lines will be sailing from clean York City, Seattle, and Galveston, Texas (Weissman, 2011). The auxiliary of these new ports will digest customers from eventide wider geographical regions to enjoy the rummy Disney go out on the sea. done conducting the SWOT analysis a human action of weaknesses were in any case able to be identified.A major(ip) trend in customers perception shows that the Disney name notwithstanding draw ins to familys want a pass (Mena, 2011). There is currently short(p) market or promotion being conducted in ensnare to conjure up to different groups of customers. It is commonly perceived that Disney only generates family fun, and does not interest customers seeking a more multi-dimensional obtain (Archer, 2011). Also, the Disney Cruise Lines occupy nothing but excellence from their employees era on board the ship. However, it will take a vast amount of resources to continually train the staff in methodicalness to upkee p the superior service.This will cost the organization a great amount of resources on an ongoing basis in night club to right train all of the staff. Superior service, stock-still, is an absolute necessity within this intentness as leading rivalrys a good deal(prenominal) as Carnival Cruise lines have above average customer satiscircumstanceory ratings (Mena, 2011). A number of opportunities were too identified within our analysis that could assist in the achievements of the organization. Continuing the fraternitys expansion into new regions by increasing the ports from which the ship sails, will allow more customers to access the service both(prenominal) planetaryly and domestically.The CLIA has account an increase in cruise line passengers within the join States by 10. 3% from 2009-2010, proving an increase in domestic subscribe (Mena, 2011). Disney Cruise needs to continue to respond to this ascent demand by opening new homeports finishedout the country. In respon se to this rising demand, Disney is providing two new vessels to the fleet, from which it can market their serve beginning in 2012. (Cruz, 2011) This provides the organization with opportunities to advertise this unusual product and expand above the competition.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. Some potential threats to the Disney Cruise line were likewise noted within the situational analysis. Perhaps the most of the essence(p) of all is the fact that demand will parti-color accordingly with its surrounding environment. For example, irregular go patterns as well as natural disasters serve as a major threat to the wellbeing of the organization (Scull, 2011).The fertility rate has alike been decreasing since 2007 and is predicted to keep failing in the next fe wer years (Brady, 2012) (refer to Figure 1). Figure 1 Recent Trends in Births and Fertility pass judgment by dint of June 2011, The trend identified in Figure 1 whitethorn potentially fix the undefiled organization as Disney Cruise markets particularizedally to families with young children. As a result, the demand for the product whitethorn precipitate callable to the decreased fertility rate. An early(a) external threat to Disney Cruise is the overall customers perception of the precaution of the cruise attention.The late sinking of the Costa Concordia cruise vessel on January 13, 2012 will take down personal fear of safety in potential customers (DEmilio, 2012). Although the cruise industry is currently experiencing growth, on-shore resorts also pose a potential threat to the cruise industry. An opposite threat that may affect the bon tons open perception are the social and ethnic groups who protest against by the Disney Company, including the Disney cruise ships as a result of alleged inappropriate activities and things much(prenominal) as damage ca dropd to the local marine life by the ships.This has brought about electronegative media attention, which may ultimately affect the customers view of the Company (Mena, 2011). This has the potential to directly put a damper on the entire Disney fool name. 2. 1. 3 Target Market Analysis In order to effectively find which consumers and markets the Disney Cruise line should be maneuvering, a mug market analysis must be constructed. This analysis will allow the Company to view and analyze the current target market as well as decode other target markets that would be expert 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 back up by the Disney culture urinated by the Disney organization (Watts, 1995). Since the cost of fetching a cruise is higher than going to the theme parks, families interested in taking a Disney Cruise must have high and stable incomes (Silverstein, 2010). Because the outstrip will knead the motivation of the tourists, the major target market should be the residents in the United States.From the 2009 to 2010 main(a) spend pacify, the amount of the Statesn tourists difference from USA based ports increased by 3. 2% (Mena, 2011). To further get wind the preferences of families when taking a Disney Cruise, a survey (see Appendix B) has be designed to gain better insight into their profile. The survey can be viewed in Appendix B in which we used to gather target market information. 2. 2 External Within the conduction of the situational analysis, an external analysis is conducted in order to analyze all of the forces outside of the organization.This analysis includes competitor information, consumer information, industry information, and outside forces information. These external forces will assist in creating the best m arketing decisions for Disney Cruise Line. 2. 2. 1 Porters Five Forces In order to better understand the business decisions that are needed to be make by Disney Cruise Line, the Porters Five Forces model presents the sex act world-beater that each of these forces has in the industry and their electrical shock on the Disney Cruise Line.By looking at the model portrayed in Appendix C, Disney Cruise Line will be able to pose the key forces influencing the industry. accord 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, much(prenominal) as providing rooms, restaurants, events and transportation to destinations.Thus, competitors become one of the most serious threats to the u nion. Also, the suppliers in cruise line companies have high bargaining power. They are companies such as shipyards which include large companies that provide unique products, i. e. the cruise ships themselves, and which institute to their high bargaining power. Another example is the pet contributionum companies which provide one of the most important sources in the cruise industry, oil. The value of oil cannot be defy 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 trustworthyty of their brand to increase the barriers to institution 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 Internationa l fellowship (CLIA), the number of customers in the cruise line industry is increasing (Scull, 2012).Another discernment for optimism toward the Disney Cruise Line is the high degree of loyalty to the Disney brand. The Walt Disney Company has cookd 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 nonoperational many people wanting to take a cruise on the Disney Cruise Line rather 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 bed, the cruise provides travelers the opportunity to travel betwixt 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 run in the outer (macro) environment of a firm which impinge upon its activities and positivity in addition to factors affecting its immediate product markets. PESTE has five elements governmental economic social scientific and environmental (PEST, 2006).These factors play an important role in the cruise line industry. However, they are unremarkably 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 stall of Disney Cruise Lines. Information gathered 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 analysi s 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 positive ways and those which provide opportunities to the organization. For example, the U. S. government is expanding the Global Entry Program to make it easier for frequent tourists to call up the United States (Bart, n. d. ).Such a polity brings more tourists into the U. S. and has the potential to increase the demand for the Disney Cruise Line. Furthermore, the scientific environment creates exciting new opportunities for the cruise line industry. Cutting edge engine room 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 is 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 th ese 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 word picture 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 protest Disney for what they deem as offensive secular will have an impact on the company and the marketing decisions the company makes.There are also groups that claim 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 vacation. 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 highly difficult economic period from 2008- 2010, the demand on the wave anneal in 2012 is still high (Mena, 2011 Yong, 2012). The wave season is the cruise industrys peak sales period of the year, typically running from January to ring for most lines.The cruise line industry usually uses this to predict the demand for the hobby quarter in the year. (Yong, 2012) In conclusion, 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. Additionally, while the economic environment does not appear to significantly influence the cruise line industry at this time, the organization should still be awake 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 Disney Cruise Line are other cruise line companies, including those with different types of marketing positions. The figure shown in Appendix E uses the two factors, price and the level of family orient ated packages provided to identify the position of all the competitors. By looking at Appendix E, it presents that the Disney Cruise Line, princely Caribbean, Norse and Carnival are in the same position group which are highly family-oriented. Furthermore, Disney is the only company which provides true luxuriousness cruise line products to the family market.According to the figure portrayed in Appendix F, Royal Caribbean and Norwegian are the main competitors to Disney Cruise Line. All three companies provide special kids programs but using different names (Sloan, 2011). Another parity between Disney and Norwegian is that both of them have their own fictional characters. Disney Cruise Line has Disneys character such as Mickey b overleap eye and Toy Story. On the other 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 pl ay in consumers decision making. In addition, Disney and Royal Caribbean both provide unique cruising live ons 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 attractive to some family members, particularly teenagers. On the other hand, Disney is more centeringed 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 primary 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 divers ity of destinations is another 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. ground 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 offers a unique experience attractive 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 in dustry 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. This problem is especially apparent in the organizations competitor analysis where the small size of the organization sexual intercourse to competitors within the industry is portrayed.This is troublesome for the Disney Crui se 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 located 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 require significant resources and time. The Disney Cruise organization does however possess the opportunity to create a recess market targeted towards customers who remain loyal to the organization. It has been shown that customers in the cruise industry often show a high degree of loyalty to the organization which they choose (Sun, Jiao, & Tian, 2011). Th rough 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 procure 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 ecological niche market, which is defined as targeting one segment of a market (McDaniel, dear & Hair, 2007), Disney Cruise Line must market itself to Disney loyalists.The organization must implement and execute certain 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 problem for the company because it cannot compete with its competitors on the quantity of service such as choices of destinations, date of departure, and the period aboard. In order to counteract this weakness, it is demand to develop a marketing strategy for Disney Cruise Line.Developing a marketing strategy will help the company to achieve its goal 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 highly loyal to the Disney Company.In order to achieve this go al, 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 solid the needs of the target market (Shoemaker & Shaw, 2007).In addition, since positioning is about aim 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 c haracters, 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 dispersal strategy The distribution mix is made up of all carry available between the firm and the target market that increase the hazard of getting the product and the customer to each other (Shoemaker & Shaw, 2007). In other words, it is a mix of ways customers bribe 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 and 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 trip 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 customers rather than on potential customers or competition. This type of strategy is a form of relationship marketing, which is intended to establish, develop, and maintain successful relative exchanges (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 bias 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 counteract 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. motivity 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). Di sney Cruise Line Fact Sheet 2011. Retrieved from http//disneycruise. disney. go. com Garcia,J. (2012, February 12). Disney sees big year up for cruise ships. Tourism and Travel. Huxley, L. (2008, May 16). Could the tide be turning for how cruise is sold?. Travel Trade Gazette UK & Ireland. p. 13. Jenkins, R. L. (1978). Family vacation decision-making. ledger 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 Education Company. McDaniel, C. , Lamb, C. W. , & Hair, J. F. (2007). Marketing Essentials. (5). Mason, OH Thomson exalteder Education Mena, H. (2011). Cruise industry overview 2011. Florida-Caribbean Cruise Association. Retrieved from http//www. f-cca. com Morgan, R. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. Retrieved from http//www. jstor. org/stable/1252308 PEST. (2006). Collins vocabulary 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 sodding(a) cruise. USA Today. Sun, X. , Jiao, Y. , Tian, P. (2011).Marketing research and revenue optimization for the cruise industry A concise review. International Journal of Hospitality Management, 30(3), 746- 755. doi10. 1016/j. ijhm. 2010. 11. 007 Watts, S. (1995). Walt Disney Art and authorities 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). Advancing 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, say 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. Corporation 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. number 1 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. Limi ted range 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 curses 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. Demand may vary accordingly with environment. 2. Demand may vary seasonally and is weather permitting. 3. semipublic perception of cruise industrys safety. . Expansion and growth of on-shore resorts will decrease interest in cruise lines. 5. postgraduate competition within cruise line industry. 6. kind and ethnic groups protests against Disney brand. Appendix B hatful &8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212- This is a survey designed to find out the target market and the consumer behavior of Disney Cruise Line. It may take you 5-10 minutes to c omplete the survey. thank you for your cooperation inquiry Group A- Motivation 1. Are you interested in attendance Disney Cruise Line? ?Yes ? No 2. book 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 react is NO) 4. How do you like the overall experience on Disney Cruise Line? (Choose one) Strongly dislike Some-what dislike general like strongly like ? ? ? ? ? 5. Rank how the pursuance items were attractive to you on Disney Cruise Line? Choose one on each question, from 1 (very unattractive) to 5 (very attractive) Price of the ticket . . 1 2 3 4 5 Quality of the room.. 2 3 4 5 Quality of the Service.. 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 direct 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 B Satisfaction 6. After your experience, how satisf ied are you with the spare-time activity items on Disney Cruise Line?Choose one for each question, from 1 (very unsatisfied) to 5 (very satisfied) Price of the ticket . . 1 2 3 4 5 Quality of the room.. 1 2 3 4 5 Quality of the Service.. 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 commemorate 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 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 ? Celebrity ? 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 areas where you think Disney Cruise Line is better? Rank 1(Most favorite), 2(Second favorite), 3(third favorite) in the followi ng items ? Price ? Food ? Service ? 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? ? virile ? 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. Who did you travel with on the cruise line? (Choose one or more) ? Alone ? Husband/Wife ?Son/ young lady ? Boyfriend/Girlfrie nd ? 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 &8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212- extolment You have done all the questions, thank you again for your cooperation soaring competitive Rivalry * Many competitors and industry continues to grow * Similar products offered between competitors * High satisfied customer loyalty upset Supplier source * inunct price are hard to control Suppliers large corporations * queer products and services * Ability to constantly change and adapt to times Low Threat of Substitution * Some substitution available for different for of vacation * singularity of cruise industry Low Buyer Power * change magnitude number of customers * High loyalty to Disneys brand * Customers tend to be price sensitive Low Threat of New Entry * High barriers to en try * 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 friendly to international tourists, especially to China and brazil Economic * Recovery from difficult 2008-2010 economic period * The cruise line industry are not really i nfluenced 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 * human race 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 map Carnival ? Low Price ? Disney ? Norwegian ? Royal Caribbean High Price Coasted ? MSC ? Cunard ? Princess ? Celebrty ? Holland Regient ? ? P & O Crystal ? Family Oriented Package Family Oriented Package Characters Unique experience Low Price Different region Program for kids Characters Unique experience Low Price D ifferent region Program for kids Appendix F Competitor footprint