Use the Marketing Plan handouts in Canvas for the structure of your research paper. The one-page HO

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Use the Marketing Plan handouts in Canvas for the structure of your research paper. The one-page HO has the basic structure; a second has questions you can answer for each part. The two-page outline also posted there is a more detailed structure. It is not necessary to use everything in that outline, but it is there for your information. The first case is Disney Theme Parks in China. Of course Disney Shanghai will be central to what the company is doing in China, but also consider Hong Kong Disneyland (HKDL) - or other locations for possible expansion (if the market has potential) Posted in Canvas you will find a couple of older textbook cases and many recent articles as a start on the information about what Disney has done in the past - and might do in the future. After a thorough situation analysis, you will recommend specifically what should the company do to maximize sales for 2022-2023 in the Chinese theme park industry. Do you agree with the preparations done to date? Were the Shanghai and Hong Kong theme parks a success? Would you recommend expansion? Or to scale things down? What are the attributes of the target markets? What branding strategies might work best going forward in 2023? What media would you use to promote the Disney efforts? What research might you suggest to inform future marketing efforts? Are there business partners (Chinese or other countries) that might help in the venture? Your team should do more research (a minimum of five additional sources) and then put together a recommendation in the form of a brief marketing plan that gives 1) detailed market and company analysis 2) clear quantifiable objectives 3) a positioning statement strategy 4) tactical details re: each part of the Marketing Mix and 5) a simplified budget for marketing expenses (research, promotion, product development, etc.)