Aulani Marketing Report - 3654 Words

Introduction This marketing research project is developed to benefit the future development of Aulani, a Disney Resort and Spa, especially focus on green marketing perspective. In this project, the format of marketing plan is followed and it has four main parts. First, a general business description is given, having an overview of Aulani. Second, the internal business environment of Aulani is analyzed, from both fundamental principal of marketing perspective and green marketing perspective. Following is the analysis of Aulani’s external business environment, which can be divided into two parts, general environment and competitor analysis. Finally, SWOT analysis is withdrawn to conclude the previous analysis and two marketing strategies†¦show more content†¦Aulani is nestled between the lush green mountains and beautiful ocean waters, taken up 21 acres of beachfront property of Ko Olina. D. Promotion As a world’s leading company, Walt Disney Company is a master in terms of promotion. Besides using traditional channel, such as television, newspaper, official websites and radio, to promote, Aulani also makes use of social networking like Facebook and Twitter to create word of mouth momentum. The most impressing way of their promotion is that they welcome bloggers to come to their events and to interview their managers, which is not every company would like to does. The CEO of Walt Disney Company believes that social networking can easily reach people who might be interested in Disney and can get great their feedback immediately. Moreover, according to Lilly Yeatman, Marketing Director for Aulani, the current target markets of Aulani are Mainland United States and Japan, and they have several marketing managers to deal with issues in terms of these two regions. 2. Green Marketing As more and more people are aware of environmental problems which our human being are facing, most people nowadays do shopping with some degree of morality in mind, taking social or environmental issues into consideration as they select from a range of product or services. Therefore, the concept ofShow MoreRelatedInternet Based Marketing Communications: An Analysis of the Disney Website1167 Words   |  5 Pagesï » ¿Internet Marketing Blog Disney Introduction The objective of this study is to answer the questions of what are the general advantages and disadvantages of using Internet-based marketing communications and what general factors are essential for a website to be effective in terms of marketing communications practices and strategies? This work will additionally answer as to which of these factors does the selected company use and how does it use them and whether it uses them effectively? How doesRead MoreThe Walt Disney Company Report15335 Words   |  62 PagesExecutive Vice Presidents, and Executive Vice Presidents. Each of these peoples over see their own team at their respective companies. The Board of Directors, who have the majority stake in the company, oversees the controlling interest. The CEO reports directly to the Board of Directors. Bob Iger Biography Who is Robert Iger? how did he reach disney highest position? * Board: Executive Board Job Title: Chairman and Chief Executive Officer Since: 2012 Age: 60 * Iger has been the Chairman