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Disneyland Essay

9752 words - 39 pages

Disney as a concept is synonymous with customer service. " The cast includes all employees at Disneyland and every cast member is working as part of a team, which serves to internal as well as external customers.Types of CustomersInternal customersThe internal customer at Disneyland Resort Paris is the cast member. All cast members work in teams, which form part of an organisation..ie. Disney serves its internal customers directly through training using their own training institution on site "Disney University".External CustomersThe external customers of Disneyland Resort Paris come from many different markets. According to the Marketing manager of Disneyland Paris, the resort attracts customers using different methods of distribution channels, this channels are:* Consumer direct* Tour operators* Groups* Businesses conventions* Retail Trade (Travel agencies)During the conference at Disney, the marketing manager emphasised that Disney cannot rely on a single distribution channel; therefore a thorough research is carried out when changes on the distribution channels occurs. This helps Disney to keep a healthy balance on the frequency and seasonality of each distribution channel used in order to make this research effective, Disney has a sales team in most countries in Europe.For task 1 my team and I decided to produce a questionnaire in order to identify the different customers of Disneyland Paris. We interviewed several people during our stay in Disneyland Resort Paris. The questionnaire and the results are as follows.Questionnaire1. Age _________We can see from the graph above that 50% of the people who we interviewed are young adults. Because of the nature of the business we can assume that most of these people have small children.The remaining 50 % was divided as follows, 29% of the people that we interviewed where aged between 15 to 20 years and 21% were 40-50+ years old.According to the information provided by Disney, family groups with small children are the main market for Disneyland Resort Paris, although developments such as the golf course and the convention business facilities, as well as the amount of English students that assisted to the conference can distort such profile.2.Have you been to any other Disneyland attractions before?3.If, yes please state which park and how many times have you visited.Surprisingly, 87%of the people we interviewed hat already been in Walt Disney World resort in Florida. This is perhaps due to the age of the Disneyland Paris visitors. EG. It could be that young adults who have small children had visited the Florida resort in their childhood.13% of the people we interviewed visited Disneyland Tokyo and finally, non of the people we interviewed had been in Disneyland Resort Paris before.4. Who are you coming with?From the graph above, we can see that half of people whom we interviewed visited Disneyland Resort Paris with their families. The remaining 50% was divided as follows. 29% went with their school or...

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