Marketing strategy: Segmentation, Targeting & Positioning (STP), Disney Theme Parks

According to Paswam (2011) Market Strategy is related to the delivery of the right product, to the right people, at the right time in order to win customers loyalty. Marketing Strategy includes three main segments Market Segmentation, Targeting and Positioning. Blythe& Zimmerman (2005) explains that STP is the first step in every marketing strategy.


According to Disney Report (2008) it has segmented the market on the basis of age. Disney has divided its visitors on the basis of age categories for example Disney has separate promotional and marketing strategies for children aged 12 and under, teenagers and adults. Segmenting on the basis of age has enable Disney to focus its strategy better on each category of youth.

The main reason behind low turnover relating to the theme parks industry is that many of the theme park chains has not segmented their market on the basis of age and their main focus are children under 12 years age thus ignoring the needs of the teenagers and adults. This is the main reason teenagers do not feel as exited to visit the theme parks as the children because they find these theme parks as lacking taste and fun. On the other hand Disney segmentation help it to include everything in its theme parks to attract its visitors falling in children, teenagers and adults category. That’s why Disney Theme parks and resorts are more famous among the youth of all ages in contrast to other theme park companies.


Weinstein (2004) explains that market targeting is the strategy used by the company to sell its products and services to the consumers. In other words it includes how the company will target potential consumers in the segment selected by the company. Disney has developed the strategy of focusing on the care and concerns of parents of the children aged 12 and under because it is the parents who take all the decisions regarding young children. In case of teenagers Disney focuses on fun stuff to be provided to these energetic teenagers. Disney approach to adults is more of a mature one, making it appropriate to make their visit to the Disney theme parks worth visiting.


Disney has positioned its brand as the company which turns the world of Fantasy in Reality. The design of major theme parks is based on famous series of movies making the Disney Theme parks a real world of fantasy. It has helped the company in attracting huge numbers of youth to its theme parks as children always love to see and dream to have a place which is full of castles, Prince and Princes and their favourite movie characters. Thus Disney Theme park is perceived by children as fantasy dream come true.

Product / market development

According to Lamb et al. (2011) product/ market development is the identification of the opportunity to develop a new product or provision of new service to the customers, in order to increase the market share of the company. Disney has the strategy of introducing and expanding its existing theme parks in order to continuously provide its customers with something new. The recent investment in the Asian region and establishment of theme parks in Japan, South Korea and China has paid off well as it was based on a detailed research regarding the attractiveness of these markets and the expectation of the presence of a large number of potentials consumers in these countries.

Competitive Positioning

Disney has the top spot in the theme parks and resorts industry thanks to its unmatched quality and high standard guidelines regarding the development of its theme parks. Disney has always remained true to its customers which has helped the company in retaining its customers and wining their loyalty.


Lamb, C. W.; Hair, J.F. & McDaniel, C. (2011) Essentials of Marketing : Cengage Learning, pp: 44.

Disney Official website Report, (2008). Children and Family Marketing Practices: Online at [accessed on 25-12-2018].

Weinstein, A. (2004). Handbook of market segmentation: strategic targeting for business and technology firms3rd edition: Haworth Press, pp: 135-155

Paswan, A. K.; Blankson, C. and Guzman, F. (2011). Relationalism in marketing channels and marketing strategy:European Journal of Marketing, ISSN 0309-0566, 2011, Volume 45, Issue 3, pp. 311 – 333.

41 Comments on "Marketing strategy: Segmentation, Targeting & Positioning (STP), Disney Theme Parks"

  1. It’s going to be finish of mine day, but before end I am reading this
    great article to improve my know-how.

  2. Please let me know if you’re looking for a article author for your blog.
    You have some really great posts and I believe I would
    be a good asset. If yoou ever want to take some of the load off, I’d really like to write some articles for your blog in exchange
    for a link back to mine. Please blast me an email if interested.

  3. Article writing is also a fun, if you be familiar with after that you can write otherwise it is difficult to write.

  4. Hey there! Do you know if they make any plugins to
    assist with SEO? I’m trying to get my blog to rank for some targeted
    keywords but I’m not seeing very good gains. If you know of any please share.

  5. Write more, thats all I have to say. Literally, it seems as though
    you relied on the video to make your point.
    You clearly know what youre talking about, why throw away your intelligence on just posting
    videos to your weblog when you could be giving us something informative to read?

  6. You really make it appear so easy with your presentation but I to find this matter to be actually one thing that I believe I would
    by no means understand. It seems too complicated and very wide for me.
    I’m looking ahead to your next publish, I will
    try to get the hold of it!

  7. You actually make it seem so easy with your presentation but I find this topic to be really something which I think I would never understand.
    It seems too complicated and very broad for me. I’m looking forward for
    your next post, I’ll try to get the hang of it!

  8. I think this is one of the most vital info for me.
    And i’m glad reading your article. But want to remark
    on few general things, The site style is wonderful, the articles is really
    great : D. Good job, cheers

  9. Fastidious answers in return of this matter with firm arguments and telling all
    concerning that.

  10. Greetings! This is my first visit to your blog!

    We are a collection of volunteers and starting a new project in a community in the same niche.

    Your blog provided us valuable information to work
    on. You have done a outstanding job!

  11. Outstanding story there. What happened after?
    Take care!

  12. Could you inform me what style are you utilizing on your internet site?
    It looks nice.

  13. I found your site from Google and also I have to claim it
    was an excellent discover. Thanks!

  14. I like reading a post that will make people think. Also, many thanks for allowing for me to

  15. Good day! I could have sworn I’ve been to your blog before
    but after looking at many of the posts I realized it’s new to me.

    Regardless, I’m definitely pleased I stumbled upon it and I’ll
    be bookmarking it and checking back often!

  16. I just now wanted to thank you again for that amazing website you have produced here.
    It’s full of ideas for those who are definitely interested in that subject, particularly this very post.
    Your all so sweet and also thoughtful of others as
    well as reading your site posts is a superb delight in my experience.
    And such a generous gift! Tom and I will certainly have fun making use of your
    guidelines in what we should do in the near future. Our list is a mile long which
    means your tips is going to be put to excellent use.

  17. Pretty great post. I simply stumbled upon your
    weblog and wanted to mention that I’ve really loved surfing around your weblog posts.
    After all I will be subscribing for your feed and I hope you write once more very soon!

  18. Oh my goodness! Impressive article dude! Thank you, However I am encountering problems with
    your RSS. I don’t know why I am unable to subscribe to it.
    Is there anybody else getting identical RSS issues? Anyone who
    knows the answer will you kindly respond? Thanx!!

  19. In fact when someone doesn’t be aware of after that its up to other users that they will assist, so here it happens.

  20. Generally I don’t learn article on blogs, however I wish to
    say that this write-up very compelled me to try and do so! Your writing style has been amazed me.
    Thanks, very great post.

  21. Great information. Lucky me I came across your website by
    accident (stumbleupon). I’ve bookmarked it for later!

  22. Hi, I do believe this is a great web site. I
    stumbledupon it 😉 I may come back yet again since I book-marked it.
    Money and freedom is the greatest way to change, may you be rich
    and continue to help other people.

  23. It is perfect time to make a few plans for the future and it is time to be
    happy. I’ve learn this publish and if I could I wish to counsel
    you few fascinating things or advice. Perhaps you could write next articles referring to
    this article. I want to read even more things about it!

  24. I’ve been browsing on-line more than 3 hours these days, yet I
    by no means discovered any interesting article like yours.
    It is beautiful worth enough for me. In my view, if all site owners and bloggers made
    excellent content material as you probably did, the web will likely be a lot more useful than ever before.

  25. four. College students who received Govt.

  26. Hi my friend! I want to say that this post is awesome, nice written and include almost all significant infos.
    I’d like to peer extra posts like this .

  27. you’re in point of fact a excellent webmaster.
    The site loading speed is incredible. It seems that you’re doing any distinctive trick.
    Also, The contents are masterpiece. you’ve done
    a magnificent activity on this topic!

  28. What a stuff of un-ambiguity and preserveness of valuable know-how about unexpected feelings.

  29. Aw, this was a very nice post. Taking a few minutes and actual effort to generate a
    great article… but what can I say… I put things off a whole lot and don’t
    manage to get anything done.

  30. We’re a group of volunteers and starting a new scheme in our community.
    Your website provided us with valuable info to work on. You’ve done
    a formidable job and our whole community will be thankful to you.

  31. I’ve been surfing online more than 3 hours as of late, yet I never
    discovered any interesting article like yours. It’s pretty worth sufficient for me.
    Personally, if all webmasters and bloggers made excellent content as you probably did,
    the internet will be a lot more useful than ever before.

  32. I got this web site from my buddy who shared with me concerning this website and at the moment this time I am browsing this web page and reading very informative posts at
    this place.

  33. Good day very nice blog!! Man .. Excellent .. Superb .. I’ll bookmark your web site and take the feeds additionally? I’m satisfied to find so many useful info right here in the put up, we want work out extra strategies on this regard, thanks for sharing. . . . . .

  34. A lot of thanks for your entire effort on this site.
    My mother loves conducting investigations and
    it is easy to see why. My partner and i learn all regarding the lively form you
    produce helpful items via the web blog and even encourage participation from visitors on that topic plus our own princess is undoubtedly starting to learn a lot of things.
    Take pleasure in the remaining portion of the new year.
    Your carrying out a glorious job.[X-N-E-W-L-I-N-S-P-I-N-X]I am extremely impressed together with your writing skills and also with the structure on your blog.

    Is this a paid theme or did you modify it your self?
    Either way stay up the excellent quality writing, it’s uncommon to look a nice blog like this one today.

  35. This is really attention-grabbing, You are an overly professional blogger.
    I’ve joined your rss feed and sit up for searching for extra of your excellent post.
    Additionally, I’ve shared your website in my social networks

  36. What’s up Dear, are you in fact visiting this web page regularly,
    if so then you will absolutely get fastidious experience.

  37. I every time used to read post in news papers but now as
    I am a user of web therefore from now I am using net for articles or reviews, thanks to web.

  38. No matter if some one searches for his essential thing, therefore he/she wants to be available that in detail, so that thing
    is maintained over here.

  39. I will right away take hold of your rss feed as I can not in finding your
    email subscription link or e-newsletter service. Do you’ve any?
    Kindly permit me understand so that I may subscribe. Thanks.

  40. schoolofarticles | August 2, 2019 at 11:37 am | Reply

    Thanks, everyone for your feedback!! Soon we are going to upload more informative stuff!! Stay connected and share!!

Leave a comment

Your email address will not be published.