Disneyland Project presenting slide for HTM

HTM3103“DISNEYLAND”

INTRODUCTION

This report is about 17 trends forecasts and consumer behavior in chosen group

which is Disneyland. The objectives of this report are constructed to understand how 5-star

contemporary hospitality company offers their products/ services/ facilities to serve

contemporary consumers’ needs and wants while travelling. Also, represents the position

strategy of organization that using financial position, competitive position, brand position

and so on.

PART I: DISNEYLAND BACKGROUND

Tokyo Disneyland is a 115-acre theme park at the Tokyo Disney Resort in Urayasu,

Chiba, Japan, near Tokyo. Its main gate is directly adjacent to both Maihama Station and Tokyo

Disneyland Station. It was the first Disney park to be built outside the United States, and it opened

on April 15, 1983. The park was constructed by Walt Disney Imagineering in the same style as

Disneyland in California and Magic Kingdom in Florida. It is owned by The Oriental Land

Company, which licenses the theme from The Walt Disney Company.

There are seven themed areas in the park: the World Bazaar; the four classic Disney

lands: Adventureland, Westernland, Fantasyland and Tomorrowland; and two mini-lands: Critter

Country and Mickey's Toontown.

POSITIONING STRATEGIES

Disney Land is the family entertainment industry.

There are four strategies for Disney Land:

Marketing strategy of Disney’s is essentially focusing on consumers thinks of a certain brand.

Pricing strategy of the Theme Park is serving in the value pricing those consumers willing to pay

for an admission ticket.

Financial strategy is to help the lower costs, and maintain competitive advantage.

Competitive strategy is to understand the environment since it is the industry that sets the rules of

the competitive game on market.

TARGET MARKETS

Disney continues to appeal to teens and their parents by staying current with digital gaming and

social media opportunities, as by its acquisition of online social gaming leader "Playdom Inc."

CURRENT PRODUCTS/ SERVICES/ FACILITIES

Disneyland Tokyo is divided into 7 area base on theme which we will briefly introduce them to

you, with basic information about the rides, activities, museum, fun house, river cruise, movie theaters,

animation studio and many more for you to explore. World Bazaar

It is the very first view when you enter Disneyland, with a looks of classic American Street with various shops along either side.

Penny Arcade The Disney Gallery Omnibus

Restaurants: Eastside Café Center street coffee house Restaurant Hokasai

Shops: World Bazaar Confectionery Grand Emporium Main Street Daily

CURRENT PRODUCTS/ SERVICES/ FACILITIES

Adventureland

Pirates of The Caribbean

Jungle Cruise

Swiss Family Tree House

Restaurants:

Royal Street Veranda

Blue Bayou Restaurant

Café Orleans

Shops:

The Golden Galleon

Pirate Treasure

Cristal Arts

Westerland

Westernland shootin’ Gallery

Country Bear Theater

Mark Twain River Boat

Restaurant:

Plaza Pavillion Restaurant

Pecos Bill Café

The Diamond Horseshoe

Shops:

Frontier Woodcraft

Western Wear

General Store

CURRENT PRODUCTS/ SERVICES/ FACILITIES

CURRENT PRODUCTS/ SERVICES/ FACILITIES

Critter Country

Splash Mountain

Beaver Brothers Explorer Canoes

Restaurants:

Grandma Sara’s Kitchen

Rackety’s Racoon Saloon

Shops:

Hoot & Holler Hideout

Splashdown Photos

CURRENT PRODUCTS/ SERVICES/ FACILITIES

Fantasyland

Peter Pan’s Flight

Snow White’s Adventure

Dumbo the Flying Elephant

Restaurants:

Troubadour Tavern

Captain Hook’s Galley

Queen of Hearts Banquet Hall

Shops:

Fantasy Gifts

Kingdom Treasures

The Glass Slipper

Toontown

Roger Rabbit Car Toon Spin

Minnie’s House

Mickey’s House and Meet Mickey

Restaurants:

Dinghy Drinks

Toon Pop

Out of Bounds Ice-cream

Shops:

Toontown Delivery Company

Gag Factory/Toontown Five & Dime

CURRENT PRODUCTS/ SERVICES/ FACILITIES

CURRENT PRODUCTS/ SERVICES/ FACILITIES

Tomorrowland

Star Tours

Space Mountain

Captain EO

Restaurants:

Plaza Restaurant

Soft Landing (2F)

Pan Galatic Pizza Port

Shops:

Cosmic Encounter

Planet M

ImageWorks

Service for Guest

English Language Support

English Language Information (center)

Attractions with English support, some attractions at Tokyo Disneyland have a captioning system in English.

Park signs in English

Convenient Service Outside the Park

Entrance/Exist/Re-entry gates

The East Gate Guest Reception

Restrooms/ Public Telephone booth

Promenade Gifts

Photo Garden

Pet Club

Convenient Service Inside the Park

Main Street House (Information)

Guided Tours

Storage Lockers

Mail Boxes

Smoking Areas

Service for Guest

Special Services

Disney FASTPASS. This is a system that lets you minimize the amount of time waiting in line at

certain attractions by assigning you a specific time to enter the attraction. 

Online Reservations and Tickets.

*** Unique activities only at Tokyo Disneyland ***

Guest are allow to wear and Cosplay any character that is from Walt Disney studio with rules and

condition apply (there is no age restriction unlike other Disneyland). However only in special

occasions e.g. Halloween and Xmas.

TRENDS ANALYSIS

1. 99 Lives 

Too fast a pace, too little time, causes societal schizophrenia and forces us to assume multiple roles.

2. Anchoring 

A reaching back to our spiritual roots, taking what was secure from the past in order to be ready for the future.

TRENDS ANALYSIS (Cont.)

3. AtmosFear 

Polluted air, contaminated water and tainted food stir up a storm of consumer doubt and uncertainty.

TRENDS ANALYSIS (Cont.)

4. Being Alive or Staying Alive  

Awareness that good health extends longevity and leads to a new way of life.

TRENDS ANALYSIS (Cont.)

5. Cashing Out 

Working women and men, questioning personal/career satisfaction and goals, opt for simpler living.

TRENDS ANALYSIS (Cont.)

6. Claning 

Belonging to a group that represents common feelings, causes or ideals; validating one’s own belief system.

TRENDS ANALYSIS (Cont.)

7. Cocooning 

The need to protect oneself from the harsh, unpredictable realities of the

outside world.

TRENDS ANALYSIS (Cont.)

8. Down-Aging 

Nostalgic for their carefree childhood, baby boomers find comfort in

familiar pursuits and products from their youth.

TRENDS ANALYSIS (Cont.)

9. Egonomics 

To offset a depersonalized society, consumers crave recognition of their individuality.

TRENDS ANALYSIS (Cont.)

10. EVEolution 

The way women think and behave is impacting business, causing a

marketing shift away from a hierarchical model toward a relational one.

TRENDS ANALYSIS (Cont.)

11. Fantasy Adventure 

Modern age whets our desire for roads untaken.

TRENDS ANALYSIS (Cont.)

12. FutureTense 

Consumers, anxiety-ridden by simultaneous social,

economic, political and ethical chaos, find themselves beyond

their ability to cope today or imagine tomorrow.

TRENDS ANALYSIS (Cont.)

13. Icon Toppling  

A new socioquake transforms the world as the pillars of society are questioned

and rejected.

TRENDS ANALYSIS (Cont.)

14. Pleasure Revenge 

Consumers are having a secret bacchanal. They’re mad as hell and want to cut loose again.

TRENDS ANALYSIS (Cont.)

15. SOS: Save Our Society 

Rediscovering a social conscience of ethics, passion and compassion.

TRENDS ANALYSIS (Cont.)

16. Small Indulgences 

Stressed-out consumers want to indulge in affordable luxuries and seek ways to reward themselves.

TRENDS ANALYSIS (Cont.)

17. Vigilante Consumer 

The consumer manipulates marketers and the marketplace through pressure, protest and politics.

TRENDS ANALYSIS (Cont.)

APPLICATION OF TRENDS

TOWARDS DISNEYLAND’S

PRODUCTS/ SERVICES/

FACILITIES

99 lives – ATM and Disney FASTPASS Service

Anchoring – Cartoon

Character Parade

AtmosFear-Designated

Smoking areas

Being Alive or Staying Alive—Spa

Cashing Out— Contact information as customers service

Claning—Tour package

Cocooning -- Tickets & Reservations

Down-Aging-- Baby Care Center

Egonomics – Disney PhotoPass Service

EVEolution — Social network

Fantasy Adventure —Fantasy land

Future Tense — gives a gift

Icon Toppling— Function

needed

Pleasure Revenge-- Food

and Beverage Service

SOS: Save Our Society–Environmental Compliance

Small Indulgence – a Romantic Valentine's Day

Getaway and service

Vigilante Consumer—Facebook Fan Page

RECOMMENDATION

CONCLUSION

Section 404

Yuan-Tung O. 5135215Chan Y. 5145832Ploypailin H. 5216376Voravut T. 5311144Natchaleeporn K. 5312682Suphalak K. 5313220Thanachaporn P. 5314521Hsu Mya Eng 5338332Parinda S. 5410768Apichart N. 5415074