Description
SWOT ANALYSIS OF DISNEYLAND PARIS
Disneyland Paris Parent Company Category Sector Tagline/ Slogan USP Euro Disney CSA Amusement Park/Theme Park Tourism and Hospitality Where Dreams Come True It is the only Disneyland Resort in Europe STP Segment Children, families and tourists Young children, families living in France and tourists from abroad A park that provides a magical experience to the entire family SWOT Analysis 1. The parent company is the world pioneer in amusement parks and theme parks and has an unparalleled brand presence in the entire world. 2. It is the most visited theme park in France as well as Europe. 3. The Disney characters that feature in the park have a tremendous merchandising capacity and are a great source of income. 4. It is the second Disneyland to be opened outside USA and the first to be operated by the Walt Disney Company 5. Top-of-the-mind tourist destination in Europe with excellent brand presence due to association with Walt Disney 6. Over 15 million visitors on an average visiting per annum 1.Disneyland, Paris is often questioned for being expensive 2. Incidents and accidents over the years have been problematic
Target Group Positioning
Strength
Weakness
Opportunity
1. The park can leverage on the strong brand presence of its parent brand and can attract more and more visitors from abroad 2. There are fewer amusement parks in France and Europe as compared to the USA; hence Disneyland, Paris has a lot of growth potential 3.The location of Disneyland, Paris is easily accessible to a large proportion of its potential customer base 4. Growing tourism and increasing spending power in the emerging economies 1.The park invites unfair comparison to the original Disneyland and appears pale in comparison 2.The tourists from outside Europe choose the American Disneyland over the French Disneyland 3.If the park does not keep on adding new attractions, it would lose its charm Competition 1.ParcAsterix, France 2. Futoroscope, France 3. Disneyland, USA
Threats
Competitors
doc_983644465.docx
SWOT ANALYSIS OF DISNEYLAND PARIS
Disneyland Paris Parent Company Category Sector Tagline/ Slogan USP Euro Disney CSA Amusement Park/Theme Park Tourism and Hospitality Where Dreams Come True It is the only Disneyland Resort in Europe STP Segment Children, families and tourists Young children, families living in France and tourists from abroad A park that provides a magical experience to the entire family SWOT Analysis 1. The parent company is the world pioneer in amusement parks and theme parks and has an unparalleled brand presence in the entire world. 2. It is the most visited theme park in France as well as Europe. 3. The Disney characters that feature in the park have a tremendous merchandising capacity and are a great source of income. 4. It is the second Disneyland to be opened outside USA and the first to be operated by the Walt Disney Company 5. Top-of-the-mind tourist destination in Europe with excellent brand presence due to association with Walt Disney 6. Over 15 million visitors on an average visiting per annum 1.Disneyland, Paris is often questioned for being expensive 2. Incidents and accidents over the years have been problematic
Target Group Positioning
Strength
Weakness
Opportunity
1. The park can leverage on the strong brand presence of its parent brand and can attract more and more visitors from abroad 2. There are fewer amusement parks in France and Europe as compared to the USA; hence Disneyland, Paris has a lot of growth potential 3.The location of Disneyland, Paris is easily accessible to a large proportion of its potential customer base 4. Growing tourism and increasing spending power in the emerging economies 1.The park invites unfair comparison to the original Disneyland and appears pale in comparison 2.The tourists from outside Europe choose the American Disneyland over the French Disneyland 3.If the park does not keep on adding new attractions, it would lose its charm Competition 1.ParcAsterix, France 2. Futoroscope, France 3. Disneyland, USA
Threats
Competitors
doc_983644465.docx