Friday, June 20, 2014

Disney's strategy vs the competition

ThemeParkTourist.com posted this discussion about reasons why Disney can keep on what they are doing in spite of increased competition.  The discussion included a panel of "experts" on Disney and theme parks.
There are 5 reasons given in the discussion why Disney does not need to change their approach...

   Magic Bands and FastPass+ are keeping people in the parks and causing them to spend more.

   There are enough new things coming such as Avatar Land coming to keep people interested.

   Disney will continue to design rides for "8 year old girls"

   Disney wants to get more money out of its existing customer base rather than attracting new people.

   Disney's size is a big plus, but also a potential problem.

While Disney is currently financially competitive, it is probably no longer creatively competitive.
So what could Disney do to regain its creative lead? Give the Imagineers the freedom to come up with their own original concepts – ones that are not tied to the latest movie release. And allow them to cherry-pick the best ideas from other sources – something which, hopefully, they are doing with Pandora: The World of Avatar.
An obvious competitor is Universal, which is following a strategy of building new attractions.  Over time, this might gradually drain off enough WDW customers to become a problem for Disney.  For the short term, Disney continues in a strong position.

No comments: