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Marketing Research of Principal Financial Group
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netrashetty
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Student of PGDM at Mats Institute of Management and Entrepreneurship
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Marketing Research of Principal Financial Group - April 8th, 2011

Principal Financial Group NYSE: PFG is a publicly traded corporation based in Des Moines, Iowa, USA.
The Principal Financial Group (The Principal) is a global financial services provider which offers a wide range of financial products and services, and is a U.S. leader in 401(k) plans. Headquartered in Des Moines, Iowa, the company has more than 18 million customers worldwide. As of September 30, 2009, assets under management exceeded $280 billion. It was ranked 273rd on Fortune magazine’s list of the 500 largest U.S. corporations (May 2009). It has been consistently awarded the distinction as one of the world's most ethical companies.[1]
Hong Kong Disney Land, one of the most visited theme park in Hong Kong. With its Motto, “The Place Where Dreams Come True”, the company is given people the chance of achieving their fantasies and making them real. The company is a joint venture of the Walt Disney and Hong Kong Government, sine the latter would want to enhance their tourism industry. However, the management have not been able to anticipate the problem because of its poor performance in terms of number of tourists visiting the theme park. Accordingly, the expectation of the investors have not been met as the number of visitors are still not increasing since its opening in September 2005. One of the reasons why this is happening is because of the unpopularity of the mainlanders with Disney characters. In order to solve such issue, the marketing department were appointed to determine and explore other reasons for this unpopularity. In this study, a survey was conducted.

This research study considered the use of both qualitative and quantitative research approach through the use of primary and secondary data. In this study, it has been found that the low popularity of the Disney characters among local residents was one of the reasons for its low profit. On the other hand, other reasons include the price of the ticket and restaurants in the theme park. In order to solve such issues, recommendations of management approaches that can be used were provided.



II. COMPANY BACKGROUND

Founded in 1922, the Walt Disney Company has been known for its production of quality entertainment for children and adults alike. From its previous developments, the company is now able to operate at the global level, with thousands of employees and shareholders worldwide. The Walt Disney organization is a highly diversified company operating within four major business segments including Media Networks, Studio Entertainment, Parks and Resorts and Consumer Products.

Walt Disney’s Media Networks is comprised of the organizations radio and television networks, international and cable/satellite broadcast operations, television program production and distribution as well as internet operations. The company’s Studio Entertainment business segment on the other hand, handles and creates the animated and live action motion pictures, musical recordings, live stage plays and television animation programs [1].

The Parks and Resorts segment operates the company’s four destination resorts within the United States, France and Japan. In late 2005 or early 2006, Hong Kong Disneyland is scheduled to open as Disney’s fifth resort. Finally, the Consumer Products business segment is in charge of license issuance of all the original character creations and intellectual properties to retailers, manufacturers, publishers and show promoters.

Hong Kong Disneyland was opened on September 12, 2005 and is under control of Hong Kong International Theme Part. This is a joint venture of Hong Kong Special Administrative Region Government and Walt Disney with shares 57% and 43% respectively. It can be said that at present time, there are not other Disney Park which is owned partly by the government. The aim of Walt Disney is make Disneyland closer to people as part of the international expansion strategy.[2]

The opening of Hong Kong Disney Land has marked the first Disney theme park in Mainland China and lasso the 11th Disney Theme Park in the world. It consists of four major parks which include the Main Street U.S.A., Fantasyland, Adventureland and Tomorrowland. Although it is said to have a total area of 126 hectares, it is still considered as the smallest Disneyland compared to other Disneyland's in the worlds. The company aims on expanding with new ventures, align with its continuous innovation management and operation to meet the needs of their target market..[3] The major target market of HK Disney are the local people of Hong Kong and Mainland China tourists.
ajorities find statements by accounting firms, banks and investment firms somewhat believable

Through the recent financial crisis, the various institutions that make up the financial world have all been hit in one way or another for not being there for their customers.

It's no surprise then that very few Americans (between 2% and 5%) say they find statements completely believable if made by a spokesperson for one of these types of companies.
Majorities of Americans find statements by spokespersons from accounting firms (62%), banks (57%), and investment firms (52%) somewhat believable.

These are some of the findings of a new Harris PollŪ survey of 2,755 U.S. adults, surveyed online between April 12 and 19, 2010 by Harris Interactive.

On the other hand, almost two-thirds of Americans (64%) say they find statements made by a spokesperson from a credit card company not at all believable.

Majorities say the same about statements made by spokespersons for both government agencies that regulate financial institutions (53%) and mortgage companies (51%).

Health insurance companies divide people, as just under half (49%) say they would find a statement by one of their spokespeople somewhat believable and 49% would find it not at all believable.

Generational Differences
Echo Boomers, those aged 18-33, are across the board more likely to find statements made by these companies more believable than older generations. Three-quarters of Echo Boomers (74%) find statements made by accounting firms to be believable (completely or somewhat) compared to 63% of Gen Xers (those aged 34-45).

Almost two-thirds of the youngest generation (65%) says they find statements by the government agencies that regulate financial institutions to be believable.

Compare this with 43% of Gen Xers, 41% of Baby Boomers (those aged 46-64) and 36% of Matures (those aged 65 and older) who say the same.
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