The paper "Shanghai Disney Expansion Project" is a great example of a marketing assignment. As Sashittal and Tankersley (1997, p. 8) argued, strategic market planning is a strategic management function that involves aligning the organizational goals with consumer needs and wants. In this regard, organisations involved in the marketing function and willing to exert their influence both in the short and long term periods, they should apply market planning (Martinsons and Hosley, 1993, p. 48). The application of this approach enables organizations to align their goals with consumer wants. I would encourage the application of the approach for the proposed Disneyland Shanghai theme park. One of the approaches through which the proposed venture could apply the strategy is through aligning its pricing needs with the consumers’ financial abilities and willingness to spend based on an evaluation of the traditional Chinese market spending culture evaluated through consumer and market surveys as well as reviews on its HKDL analysis a theoretical approach advocated for by Adams, Middleton and Ziderman (1992, p.
261). Moreover, the organization can align its product line with the Chinese market cultural needs.
In this regard, instead of developing and adopting the traditional Disneyland characters and storylines, the organization can conduct expansive market surveys and consequently develop unique characters that match and fit into the Chinese market base. This as Pulendran, Speed and Robert (2003, p. 478) stated would allow for increased market success possibility. In this regard, the application of the principles of strategic market planning such as surveys, market needs conformance and relationships establishment, Disneyland Shanghai theme park would increase its market influence and success opportunities. Question 2: Shanghai Disneyland SWOT analysis Strength Analysis In order to develop a strategic analysis of the likelihood of success and relevant application strategies, it is imperative to audit the proposed Shanghai Disneyland theme park.
On one hand, a key strength of the theme park is its population base and potential that Strydom (2004, p. 65) attributed to a stable market base. As it stands currently, the Shanghai population base is 40 million. In addition, the evaluation analysis states that an additional 500 million population base is within 1.5 hours flights. In this regard, this illustrates that a key strength and justification for the venture establishment in China Shanghai is the large consumer base that is ready and willing to consume offered products and services in the proposed new theme park. Weakness Analysis Nevertheless, despite the merit of a strong consumer base, the proposed theme park venture faces the weakness of a similar Hong Kong theme park.
In this regard, the proposed theme park, although a proposed new venture with unique traits and product offerings as well as an alternative value proposition, faces the risk of being perceived as duplication (Levina & Ross, 2003, p.
333). As such, this has the potential of reducing the overall theme park consumer base in that consumers already vision the Hong Kong theme park will have the minimal motivation and drive to visit the theme park. Opportunities Threats One of the key opportunities that the proposed Hong Kong Disneyland theme park faces is the growing Chinese average Middle-class population. In this case, the case study analysis establishes that currently, the middle-class consumer base I at 11% of the total Chinese population that is estimated at 150 million.
However, this population is expected to grow and expand to an average of 900 million by the year 2025, a value almost three times the USA total population (Liaw, 2007, p. 31). Therefore, this increasing consumer income will into the future increase the average vacation days as well as the total population values that each of the consumers will be willing to pay more than the current rates on tickets and other services thus expanding the theme park profit margins into the future.
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