2.     Introduction


 


2.1 Company Background


 


Disneyland Store has been entered into the Hong Kong market in 1990’s century. There are altogether 2 Disney stores located in TST and the airport.  Also, 14 stores (Trandyland) that located throughout Hong Kong. Nowadays, Disneyland Store is one of the most famous companies among American cartoon commodities in Hong Kong. All products, such as infant toys, plush, stationary and clothing etc, are related to Disneyland characters such as Mickey Mouse and Winnie the Pooh. As a result, Disney Store mainly target on those Disneyland’s fans, family with children and teenagers.


 


2.2 Company mission and strategy


 


Disney Consumer Products is the business segment of The Walt Disney Company.  It is the Disney brand to merchandise ranging from apparel, toys, home décor and books, games, food and beverages, stationery, electronics and animation art.  Disney Consumer Products has shifted from strictly a licensed business model to a true consumer products company focused on product innovation, creativity and quality, and building relationships with key retailers.


 


2.3 Project Objectives


 


In this project, I would like to achieve the following objectives:


 


n       To trace out the current situation of Disney Store.


 


n       To understand the customer profile of the target segment of Disney Store, this is   


   family with children.


 


n       To evaluate current marketing strategies of Disney Store.


 


n       To formulate a new marketing plan and apply suitable retail trends to improve its


business performance.




Credit:ivythesis.typepad.com


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