Disneyland in la (theme park) research paper example
Disneyland In LA (Theme Park) Research Paper Example
This section describes the external environmental factors that affect the Disneyland theme park in Los Angeles. In particular, this section provides a description of Disneyland’s target customers; of the marketing strategies employed by Disneyland’s key competitors; and of the environmental forces that affect Disneyland, particularly the economic and political forces, as well as the technological and social trends.
External Environment
Description of the Customers
Disneyland’s target market consists mainly of children and families
(“The Walt Disney Company,” 2011). In particular, the company employs a
market segmentation strategy called multisegment targeting. This means
that they serve multiple market segments,which is evidenced in the way
that Disneyland appeals to people of all ages, be it children, parents,
or teens. However, Disneyland mostly targets families with average
incomes and who live in urban areas. In addition, the psychographics of
Disneyland’s customers include those who desire clean and wholesome fun,
as well as those who desire to live out their childhood fantasies of
meeting their favorite fairy tale or cartoon characters (“Introduction
to Customer Service,” n.d.). The services offered by Disneyland can be
customized in so many different ways that there’s something for every
psychographic.
