Assume you are in charge of International Marketing in Walt Disney Parks and Resorts Worldwide, Inc. the country i chose is Qatar

Effat University

SPRING 2017

FINAL EXAM DETAILS

Assume you are in charge of International Marketing in Walt Disney Parks and Resorts Worldwide, Inc. Choose any one country out of the following where you think Disneyland Park/ Resort should be launched:

V. Qatar

To do this you will address the four sections below, and compile your findings into a 6600 word report. Throughout you must demonstrate your wider reading of appropriate academic literature (i.e. fully referenced using Harvard or APA format), in order to support your viewpoints.

SECTION A

Task 1 (20 MARKS)

Discuss Market Selection and your final destination country. Also include an Environmental Analysis. (3400 words)

Guide notes: Justify your choice of international market for your organization through a critical examination of its market environment. Use relevant marketing tools and techniques for this (justify your selection) and underpin your answer with references to relevant academic marketing literature.

Consider aspects of culture and buyer behavior, and how these present opportunities and threats to you, the marketer, in your chosen destination country. Include a discussion of legal and ethical issues in your answer. Again, underpin your answer with references to relevant academic marketing literature.

Points to consider:

 Introduction to the company (2 marks)

 Reason for choice of country (3 marks)

 SWOT Analysis (3 marks)

 PEST/PESTEL analysis (3 marks)

 Porters Forces (3 marks)

 Marketing mix (3 marks)

 Segmentation and targeting (3 marks)

SECTION B

Task 2 (12 MARKS)

Devise a Marketing Mix Strategy for your selected products and destination combination from Task 1 above. (1800 words)

Guide notes: Use relevant marketing tools and techniques for this (justify your selection) and underpin your answer with references to relevant academic marketing literature. In addition, discuss and justify which elements of the chosen marketing mix strategy should be standardized or adapted – justify your answer.

Points to consider:

 Copy the marketing mix from above

 Use the TOWS matrix to identify strategies (5 marks)

 Read Ansoff’s matrix and identify the exact strategy and reason for such selection (3 marks)

 Identify complete marketing mix in detail (4 marks)

SECTION C

Task 3 (2 MARKS)

Discuss the ethical considerations you need to take into account while marketing Disneyland Park/ Resort’s in the country of your choice. (400 words)

SECTION D

Task 4 (3 MARKS)

Identify the differences between marketing Disneyland in U.S.A and marketing it in the country of your choice. (500 words)

Task 5 (3 MARKS)

Describe how Social media can be used to manage Disneyland’s global marketing activities. (500 words)

Submission Requirements

• A single word processed document containing all reports and other documentation i.e. explanations, output reports and page images of graphic tools etc. pertaining to all tasks.

• Maximum word limit is 6600 words (+/- 10%) not including the appendices.

• The document should be properly structured with a bibliography (online and literature sources) and appendices (where necessary).

• The document should be a proper report format with a table of contents, literature review (within the body of the text) and references at the end. The in-paragraph referencing should also be done.

• Produce clear and specific reasoning and argument to justify answers.

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