Reference no: EM131664704

Disney's Strength-Opportunity strategies should include the following. Disney's $132 million increase in international revenues combined with their opportunity for global growth implies that the firm should focus on market development strategy. They currently have partial ownership of their Hong Kong and Paris parks, and expansion in Asia is rapidly growing. Based on these factors the firm should expanded ownership of their Hong Kong and Paris parks. The technological capabilities available to the public are expanding every day. Disney has always implemented technology in their park attractions to improve their guests experience through better rides, shorter wait times, and more magical shows. A focus on domestic development due to decreasing sales and an opportunity to grow through diversification indicates that Disney should develop new attractions and resorts to attract new consumers and re-interest old visitors. Disney current has a 8.4% market share of the parks and resorts business. There are extremely high barriers to entry in this industry. It is fair to assume that Disney will not likely face serious competition from new players unexpectedly. The firm should employ a market penetration strategy. Increasing advertising, especially about new park attractions and in new locations can help the firm increase their market share. Their Strength-Threat strategies should focus on discounts that will encourage repeat business. While also capitalizing on the limited traffic during off-season by offering coupons that undercut their competitors. There should be a customer service emphasis on creating a quality experience for visitors. Guests who have a positive experience will encourage their friends to visit and are more likely to return themselves.

The firms Weakness-Opportunity strategies might contain further diversification of the travel sector to maximize growth. Adding a Disney travel agency can help guest cohesively organize every aspect of their Disney vacation. Closing poor performing brick and mortar stores along with increased advertising of online shopping will help to reduce fixed costs and capitalize on the growing ecommerce market. Disney can also take advantage of the short comings of their competitors by offering to 'buy out' guest's annual passes in exchange for their purchase of a Disney annual pass. Lastly, Weakness-Threat strategies include hiring employees from the country of origin to help navigate different cultural and legal systems. Offering discounts to groups of 6 or more helps the firm reduce their domestic revenue short comings will increasing their passenger and rental count. Universal's Volcano bay has all the issues of a new theme park while also implementing 'fast pass' wrist bands. Disney can wait and see how this technology works and consider implementing it in their existing parks to reduce wait times.