A Division Of The Walt Disney Company Matthew Franks
Page 1A Market Analysis forDisney Parks, Experiences and Products(Formerly Walt Disney Parks and Resorts)A Division of The Walt Disney CompanyMatthew FranksFull Sail UniversityProject & Portfolio II: Business and Marketing8/2/2019
Page 2EXECUTIVE SUMMARYThis report provides an analysis of the current competition and ways to provideexperiences that will profit the Disney Parks, Experiences and Products division of The WaltDisney Company. Methods of analysis include quantitative and qualitative, with examples beinggiven from surrounding competition as well as market trends in the cost of admission for themeparks. Results of data analyzed show that while DPEP is faced with constant competition fortheir products, they have the innate ability to provide exceptional experiences that guests willprefer time and again based on their vast portfolio of products that The Walt Disney Companyowns. In order to succeed and surpass the competition, DPEP must rely on their portfolio ofproperties and use them and the continually developing technology they have access to in orderto provide experiences that will continuously bring guests back to their parks. By doing this, theycan ensure a leg up on the competition and know that they are putting the best effort towards theguest experience that will allow them to profit off of their success.
Page 3OBJECTIVEThere are two main reasons for this report: To discuss how Disney Parks, Experiencesand Products (DPEP) can use their vast portfolio of products to bring exiting experiences toguests time and time again, and how DPEP can keep up with the vast competition that iscontinually raising the bar.RESEARCH METHODOLOGYThe majority of the research done for this report is both qualitative and quantitative. Allinformation was found from doing secondary research on the internet. All research was gatheredduring the months of July and August. The most difficult information to find was directinformation regarding projects and current financial statistics from The Walt Disney Companythemselves.RESEARCH AND KEY FINDINGSDisney Parks, Experiences and Products (DPEP) isthe division of The Walt Disney Company that isresponsible for many different experiences andproducts within the Disney portfolio, some of whichinclude: Disney theme parks, cruise line, vacationclub ownership, and travel adventures. DPEP isconstantly focused on bringing stories to life whileengaging a wide audience. The target market forDPEP is a very wide range of people, and they1The Disney Portfoliohave to ensure that they are catering to allmarkets to bring the best experiences. DPEP needs to ensure they are bringing continuity to their
Page 4different experiences. With parks around the world, and different vacation locations, they have toensure the same experience and knowledge of the brand and characters of The Walt DisneyCompany by all employees, no matter what position they are in. DPEP also has to deal withnumerous competitors to their different markets. In the theme park market, one of the maincompetitors is NBCUniversal. NBCUniversal deals in the theme park industry as well, and theyare not afraid to push the envelope and show off their new and exciting adventures and themeparks. They create some experiences that DPEP mustcompete with, one of them being in the Orlando, FL,market. (Whitten, S. Aug 2019). NBCUniversal justannounced a new theme park in Orlando, and now DPEP isforced to provide just an exciting experience for theiraudience. If DPEP does not meet or exceed thecompetition, they will lose significant traction in the theme2Epcot Refurbished Entrance Concept Artpark industry. DPEP also must deal with the constant balance of profit margin with appealing tothe majority financially. DPEP has had to deal with attendance dropping slightly in the last fewyears, while they increase ticket prices due to the experiences they are bringing to guests(Barnes, B. 2017). To deal with the rising ticket prices and competition to its theme parks, DPEPmust continuously ensure that they are working to refurbish and enhance their existingexperiences, along with bringing new technology and exciting adventures to guests in the themeparks. By doing this, DPEP can ensure that they will always stay ahead of the competition, andcontinually to be profitable in the industry.
Page 5CONCLUSIONSDisney Parks, Experiences and Products has a clear path to success, but it should not beone of “continue to do what we have been doing and we will succeed”. DPEP is faced withconstant competition, a need to find a financial balance, and new and developing technology thatthey want to incorporate in their experiences. DPEP is poised to continue to be the leader in theentertainment industry. With a vast portfolio to draw from, DPEP can continually ensure thatthey are ahead of the competition and put out new experiences that guests will want to take partin.RECOMMENDATIONSWith the focus on new and exciting experiences, DPEP should ensure that they bring thateasily accessible to the masses. Of late, ticket price increases have driven some guests out oftheme parks across the board. Guests do not feel that there is a draw any more. They are payingmore year after year for a visit to atheme park that has relativelystayed the same. DPEP needs touse their vast portfolio of productsand brands to bring experiences to3Magic Kingdom Vintage Ticketsguests to ensure they will continue to come back to their theme parks. With competition on therise over the next few years, DPEP must ensure that guests feel their time is financially valued,and that they are getting the proper return for what has been spent. To do this, DPEP mustcontinue to push the envelope for new attractions, shows, experiences, merchandise, and
Page 6products to make guests feel like that have gotten the most out of what they paid for. Doing thiswill ensure that DPEP stays above the competition for years to come.
Page 7REFERENCESBarnes, B. (June 2017). Attendance Drops at Disney Parks Worldwide as Prices Rise. Retrievedfrom disney-theme-parksuniversal-attendance.htmlEpcot Concept Art provided by Disney. (n.d.) Photo retrieved 6620/Max, M. (n.d.) Every Company Disney Owns: A Map of Disney’s Worldwide Assets. Retrievedfrom nance/companies-disneyowns-worldwide/McDill, K. (November 2015). Marty McFly and the “E” Ticket Adventure. Magic KingdomTicket Book [Digital Image]. Retrieved from cket-adventure/Whitten, S. (August 2019). Universal is Building a new Theme Park in Florida. Retrieved uilding-a-new-theme-park-inflorida.html
Disney Parks, Experiences and Products (DPEP) is the division of The Walt Disney Company that is responsible for many different experiences and products within the Disney portfolio, some of which include: Disney theme parks, cruise line, vacation club ownership, and travel adventures. DPEP is constantly focused on bringing stories to life while
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Le genou de Lucy. Odile Jacob. 1999. Coppens Y. Pré-textes. L’homme préhistorique en morceaux. Eds Odile Jacob. 2011. Costentin J., Delaveau P. Café, thé, chocolat, les bons effets sur le cerveau et pour le corps. Editions Odile Jacob. 2010. 3 Crawford M., Marsh D. The driving force : food in human evolution and the future.
