Disney to Launch Cruise Line In a Foreign Market
Executive Summary
By focusing on our strengths of offering fun-filled activities and experiences, Disney Cruise Line will be able to offer a product that for cruisers of all ages. The experiences that were learned in the past from entering the international market with its theme parks will also be invaluable lessons that will aid Disney in becoming a strong force and a major player when the organization offers its Mediterranean vacation packages for the European market.
When entering the European market, Disney must center its attention on adapting its product for European tastes. Vacation packages will be adjusted to match European vacation and leisure habits by providing cruises of different lengths with different types of activities and experiences. Menus will need to include not only American styled cuisine, but also fare from the different countries in the European market.
Marketing is also an issue that must be addressed. There are already established cruise lines offering packages to this target market. Disney will need to take advantage of the different channels available to communicate not only Disney’s entry into the market, but also to establish awareness and differentiate Disney’s product line from its competitors.
Introduction
Disney Cruise Line is part of four business segments of the U.S. firm, The Walt Disney Company. Under Disney Parks and Resort business segment, Disney Cruise Line currently provides cruise vacations to the Bahamas, the Caribbean and its private island, the Castaway Bay. Disney Cruise Line is a family-friendly service line that offers a w ...