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Marketing Plan Essay

4634 words - 19 pages

Executive Summary:

Our group decided to work with Walt Disney Company for operating a theme park in Taiwan. After doing some research on Taiwan local culture and environment it really helps us to know more about this “Treasure Island” which is the place that we decided to operate business. At first of course we were doing some research about our partner Walt Disney Company. As we know this huge company does have an intention to consider Taiwan as viable location to import their company product for long time ago.

Taiwan’s island population concentration of 641.24 km2, which is only second to Bangladesh’s 1,101.2 km2, would cause great desire to have the Disneyland and Resorts, ...view middle of the document...

For social institution of Taiwan, our Disneyland main target customer is young child or teenager, for our estimate, middle-aged adults who will visit our theme park mainly because their child or family activity, so family structure in Taiwan actually highly affected our business. Family in Taiwan average have at least one kids, and the government this few years also highly encourage Taiwanese to birth more and more child, this trend definitely will increase our customer market. Besides that, we also highly concern about government regulation or political system in Taiwan, as we know Taiwan do have high special taxes for clothes and cars, these taxes is to provide local business, so maybe our business from United States may also have charge by taxes. Enhance, Taiwan political structure have plenty of different department, so we have to fully prepare and careful when apply licenses, we might have to passed all the department examination to get the permission to operate theme park, especially the security problem.

We did do some basic research on Taiwan religion and aesthetics, it is good for us to have fundamental idea that Buddhism and Taoism is the most prominent religion in Taiwan, for knowing this two religion have the majority members, we can avoided some sensitive religion issues, or try not to offend their religion or belief. For aesthetics part, after doing some research we have some basic ideas that majority Taiwanese preference or taste, we probably will develop some Chinese Culture design building in our theme park and merge with western Disney design, and we will probably play some favorite western music in theme park to attract customer attention.

For living condition part, we mainly focus on Diet and nutrition and recreation or leisure activities. We definitely going to have restaurant in our theme park, as we know Taiwanese really love to eat delicious food not matter how expensive the price is or how long need to wait, so our restaurant maybe another business opportunity. We are planning to have both original western restaurant from United States and local Chinese restaurant in our theme park to conform different preference customer. Moreover, good news that we found out from this research is according the National Statistic investigation, each family spends 20% of the income on recreation in 2010, this means that most of the Taiwanese willing to spend money on leisure activities, so it will definitely increase our potential to operate Disneyland in Taiwan.

For last part of our part one research, we do some research on language, different from United States, Taiwan official language is Chinese Mandarin, approximate 95% of Taiwanese speak Chinese Mandarin in their daily life, we also found that middle and older aged Taiwanese also speak Hokkien as usual, from know this information, when we hired workers the basic conditions is have the ability to speak Chinese Mandarin, Hokkien, and English.

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