Marketing Paper

780 Words May 3rd, 2013 4 Pages
ing pM1 – Comparing the marketing techniques used in marketing products in two organisations. Marketing Technique | The Walt Disney Company Parks and Resorts | Starbucks Coffee | Ansoff’s Matrix | The Walt Disney Company Parks and Resorts would have used the Ansoff’s Matrix tool to determine whether their parks and services would be successful in other countries, this tool would have also been useful to devise growth strategies to guarantee success in new markets. For example, Hong Kong Disneyland is the newest of the Disney theme parks built in 2005. The Walt Disney Company would have applied the Ansoff’s Matrix market development growth strategy to seek how successful they would be in a new geographical area. | Starbucks Coffee …show more content…
| Compare | Disney and Starbucks both use very different survival strategies but this is because it is most suited to their business nature. Even though both businesses are considered as a luxury, Disney wished to accommodate those who could no longer afford elaborate family holidays by reducing the prices and making their holidays more affordable for those who are budgeting. Starbucks took a very different approach knowing that having such a large share in the market people would not stop coming to their coffee shops and therefore they could set their prices higher. Fortunately for Starbucks this worked however this would have been an unsuccessful strategy if used by the Walt Disney Company Parks and Resorts because their price margins and markets are different. | | Branding | The Walt Disney Company used branding when globally expanding their Parks and Resorts. The Disney brand image is recognised by millions of people around the world so when developing new services in new markets such as Adventures by Disney branding would have been used to approach customers deciding on family holidays, Disney may have tried to create the subconscious image of a young person’s family holiday when advertising new holiday business ventures. | Branding is used by Starbucks most recently in social media as most of Starbucks customers are online. By using branding strategies through the internet Starbucks are able to convey messages

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