Asymmetric Clustering Matrix February 16, 2020

An asymmetric clustering matrix helps build an understanding of the offerings vs. value of something by comparing the elements of one list to another (Kumar, 2016). I’ve created the below asymmetric matrix to understand the relationship between the offerings and value of Walt Disney World in Orlando, FL.  Disney World has continued to raise its prices, but the question is:

“Are they also increasing value in addition to the rising prices?” 

An article in The Washington Post stated, “For America’s middle-income vacationers, the Mickey Mouse club, long promoted as “made for you and me,” seems increasingly made for someone else. But far from easing back, the theme-park giant’s prices are expected to climb even more through a surge-pricing system that could value a summer’s day of rides and lines at $125” (Harwell, n.d.). 

I created the below asymmetric matrix using a scoring scale system to measure the relationship between the offerings and visitor motivations Walt Disney World.  0=no relation, 1=minimum relation, 2=medium relation, and 3=maximum relation.

(Below matrix is also attached to assignment submission for larger view).

Based on the reading’s recommendation of sorting the matrix to reveal the rows or columns that have similar scores, it is evident that activities, consistency, entertainment, open days, accessibility, memories, experience, and ease of planning all relate the highest to the offerings of Walt Disney World.

“We continually add new experiences, and many of our guests select multi-day tickets or annual passes, which provide great value and additional savings.”

Harwell, n.d.

References:

Harwell, D. (2015, June 12). How theme parks like Disney World left the middle class behind. Retrieved from https://www.washingtonpost.com/news/business/wp/2015/06/12/how-theme-parks-like-disney-world-left-the-middle-class-behind/

Kumar, V. 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization. [Vault eBooks]. Retrieved from https://www.vaultebooks.com/#/books/9781118392195/