...& TAYLOR SMITH 1. The major factors that contributed to EuroDisney’s poor performance was the lack of market research and cultural awareness. EuroDisney was built just like American Disney parks, without giving though to cultural differences. American characters were used, instead of French cartoon characters. Disney banned alcohol in a culture that enjoys drinking wine. Everyone showed up for breakfast in the mornings, when Disney had cut down their serving because they were erroneously informed that Europeans do not eat breakfast. Pricing strategy was not accomplished correctly. Many Europeans would not pay the prices that EuroDisney was charging. In addition, Europeans do not vacation as long as Americans do. Other factors were the transatlantic airfare war and currency movement. This made it cheaper to go to Disneyland Orlando than EuroDisney. In addition, the park opened during the Olympics in Barcelona, and the World’s Fair in Seville. Hong Kong Disney had the exact opposite problems. Disney did its research and tried to make the park fit in with its surroundings, and guests were disappointed. The park was very small, and visitors thought it was just like all the other amusement parks in China. The park was undifferentiated. People did not know the traditional Disney characters, and did not appeal to them. 2. Many factors could have been foreseen and controlled by the mere study of history and culture of Europe. This study would have found that Europe...
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...Summary Walt Disney Company is a global company that is a family-friendly entertainment offering. As we know, Disney is a company that well known in films and television show. Besides that, Disney started operate in resorts and also theme park. Disney wants to target their theme park to the global market and build global awareness. Their target market is China, India, South Korea and other emerging country. They want to enlarge their market share and find new potential market. First and foremost, Disney wants to educate to the Chinese about their cartoon character and also some famous stories and theme. Second, they also must learn the country’s cultures because different countries have different cultures. For example, in Hong Kong, Chinese vacationers often book package tours, so Disney can launch tour package which include restaurant, theme park and others to fit their cultures. Next, Disney must localize on the different languages from different countries. From the case, Disney provides Tamil language and Indian version in India. Because of the language localization, the customize film in Indian version is very successful in India. Besides India, Disney had localized a lot of country like Russia. In Russian market, Disney launches a Russian version of High School Musical for the local people and its work very well. Besides that, Disney also localize in color and the Chinese culture. Disney had studied the culture, belief, value of Chinese. From the case, during the year...
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...CASE 4-2 Disney Learns to "Act Local" on the Global Stage The Walt Disney Company, home to Mickey Mouse, Donald Duck, and other iconic characters, has a stellar reputation in many parts of the world for its family-friendly entertainment offerings. The company's parks and resorts division operates theme parks in five global locations, including a recent $1.8 billion park in Hong Kong. Disney's fabled studio entertainment unit has an illustrious history in both animation and live-action features. The Lion King, released in 1994, is the highest grossing animated film of all time. More recently, Disney has enjoyed massive hits with live-action features. These include Pirates of the Caribbean and its sequels as well as classic American fare such as the TV show High School Musical. However, despite high worldwide awareness levels of the Disney brand, as of 2006 only 25 percent of the company's revenues came from outside the United States. Historically, the Disney team has created products at its headquarters in Burbank, California, and then exported them to the rest of the world. Now, as the company targets China, India, South Korea, and other emerging markets, it is departing from its "one size fits all" approach. One factor driving the strategy change: the first-year visitor count in Hong Kong fell short of the target figure of 5.6 million people. This prompted company executives to step up efforts to educate the Chinese about Mickey Mouse, Donald Duck, and other Disney characters...
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...ta Atlanta plans to develop Asia's largest theme park in Surat | Vinay Umarji & Kalpesh Damor / Mumbai/ Ahmedabad Nov 22, 2011, 00:38 IST | | In what could give a major fillip to Gujarat's tourism industry , Mumbai-based Atlanta Ltd . an infrastructure development and real estate company, has received in principle approval from the state government to set up a USD 2 billion (Rs 10,412 crore) theme park in Surat.With the first phase of the project set to begin in April 2012, the theme park has been cleared by the Gujarat Industrial Development Board and Gujarat Tourism Board and the state cabinet is expected to give a final go head in a few weeks. Atlanta, which is active in emerging sectors like road projects, is in talks with World’s biggest theme-park operator is likely to partner in the project. | BSE | | | NSE | | Price | | | | | | | | | Also Read | | | | Related Stories | | | | News Now | | | | | - | OZ bets on Indians to triple tourism revenue | - | Plan panel, tourism ministry want 4-fold rise in sector outlay | - | F1 may turbo-charge tourism | - | Abu Dhabi tourism body eyes India after 7-city Europe tour | - | Incredible India attracts over 400,000 foreigners in June | - | ITDC posts 32% rise in sales in Q4 at Rs 105 cr | | | | | "We are in talks with the likes of Wonderland in Canada, Sentossa of Singapore, Disney and Malaysia's Genting for strategic partnership. However, we will...
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...actually cheaper to go to Florida and stay there, rather than going to theirs also the weather in Florida is more suited to family conditions usually. · they banned alcohol within the premises of the park. · Disney was more concerned advertising on how big the park was, when they should have been advertising the entertainment side of the park and show that disney is fun filled family vacation event, that Disney is actually known for all around the world, or at least the United States. · Hong Kongs Disney world, was trying to push to hard to make it happen and therefore made the park too small. · the park did not differentiate themselves from the surrounding amusements parks in china, it was just like the others basically · Hong Kong had very few rides compared to the theme park in Paris. · Did not offer current or hit movie theme based rides that were popular in China at that time. 2. to what degree do you consider that these ffactors were (a) foreseeable and (b) controllable by EuroDisney, Hong Kong Diisney, or the parent company, Disney? I believe that most of the mentioned factors were very foreseeable and controlable. It just depends on how hard the Disney companies were willing to look and observe the countries behaviors. When conducting business over seas, Disney should have hired some specialist in that specific country and scout out all of the possible aspects and new trends that are happening. If they would have done this, then they would have been able to...
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...Walt Disney Corporation The Walt Disney Corporation (Disney) is an entertainment conglomerate with operations in the media networks, studio entertainment, parks and resorts and consumer products. They operate in North America, Europe, Asia Pacific and South America, with the U.S. being the major market. In order for Disney to experience long term growth, they have established 3 marketing priorities: creative innovation, global expansion and application of technology. With the execution of their marketing strategies, they had a great creative year in 2005. For creative innovation, they have invested in healthy food with Kroger and will soon launch a food line offering healthy alternatives, while personal care products, baby and toddler products, and floral items. For global expansion, Disney recently opened the Hong Kong Disneyland and resort and has recently expanded television service in India and China. For technology, they have invested in Video games, personal video players, broadband-based devices and other mobile products that will have an impact on their business. The Importance of Marketing Disney uses product development, product modification, branding, distribution, advertising, sales promotion, pricing and publicity as part of their marketing strategies. Creativity continues to be the main strategy of Disney, “from movies to television, from animation to live-action, from theme parks to consumer products to online business. Their ability to penetrate markets...
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...Walt Disney Theme Park In Asia:Japan is the only other country in Asia to have the Disney theme park. Hong Kong Disney also has the least expensive tickets as compared to other Disney parks.Strong financial backing:The Hong Kong government holds a 57 percent stake in the park, and has invested close to 80% of the cost of the part.Vast experience in managing theme parks successfully:The Walt Disney Company has 3 theme parks that are on Forbes’ list of world’s most popular theme park.Ability to change and adapt to culture:Disney Hong Kong was built with rules of Chinese Feng Shui. Chinese taboos have also being taken into consideration in their marketing campaign. | WeaknessSmallest Disney park:The Hong Kong theme park is less than one-third the size if Tokyo Disneyland, with only 22 entertainment items in the park itself.Poor Communication:During a survey conducted, 95% of the participants felt that Disney Hong Kong should improve communication with the public. Poor service standards:Celebrities were also angered by the rudeness of park employees.Harsh Working conditions:Workers complained of unfair treatment with a 10 to `3 hour workday. | External Factors | OpportunitiesPotential Visitors from developing countries:Mainland China has until recently being exposed to more stories about Mickey Mouse. Same can be said for the developing countries like India, Thailand, Taiwan which may not have being exposed to Disney characters.Working together with Ocean Park: Ocean Park chief...
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...STRAT Case Study “The Walt Disney Company: Its Diversification Strategy in 2012 LELE SONG February 9, 2015 February 9, 2015 KEY ISSUES * Understand why a company’s resources and capabilities are central to its strategic approach: Diversification is Disney’s main strategy for constant growth. The company is broadly diversified, including five major segments. Disney attempted to capture synergies existing between its business units. * Strengthening a company’s market position by expansion: Disney aims to expand globally and exploit the business opportunities in the emerging market since the domestic market is about to be saturated. * Become aware of what the company should do to achieve operating excellence: Instead of letting technology throw threats at the company, Disney decides to embrace technology to enhance quality of products and improve customer experience. Disney’s success is highly dependent on technology. * Become aware of the strategic benefits and risks of expanding a company’s horizontal scope through mergers and acquisitions: Disney has a very clear acquisition strategy, and they have successfully acquired some valuable brands. Acquisition also benefits Disney for global expansion. ANALYSIS The Walt Disney Company (“Disney” or “the company”) was a broadly diversified median and entertainment company. In 2012 the company’s business units were organized into five divisions, which include media networks, parks and resorts, studio entertainment...
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...Unit III Assignment Disney Case Study - Advanced Marketing What does Disney do best to connect with its core consumers? The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with five business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media. Disney products include television programs, books, magazines, musical recordings and movies. Disney’s CEO Bob Iger explained, “As a brand that people seek out and trust, it opens doors to new platforms and markets, and hence to new consumers. When you deal with a company that has a great legacy, you deal with decisions and conflicts that arise from the clash of heritage versus innovation versus relevance. I’m a big believer in respect for heritage, but I’m also a big believer in the need to innovate and the need to balance that respect for heritage with a need to be relevant.” Walt Disney recognized that brand loyalty begins with an authentic relationship and it believes that it costs much less to retain a customer than to find a new one. Walt determined that treating people visiting Disney’s parks not as just another paying customer, but as “guests in our own home.” He knew that if their guests understood and believed that everyone in the organization cared about them and their business, they would be loyal to Disney forever and that philosophy continues to this day. Whether...
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...Zanercik Scope of Global Operations The Walt Disney Company has a global footprint that spans across the whole world, which includes business operations in over 40 countries with 180,000 employees from a variety of cultures (disneycareers.com, 2015). These operations consist of services and products, whose iconic characters and brands are as well known by a person from India, as they are by someone from the U.S. In 2013, APCO Worldwide, an independent communications consultancy, conducted a study of 70,000 consumers in 15 major international markets. These consumers were asked questions which measured their emotional feelings towards 600 well-known brands. After all was said and done, it turned out that Disney was the “World’s Most Loved Brand”(Heine, C., 2013). Disney has likely become a household name throughout the world due mainly to their themed resorts, made up of 11 different theme parks, e.g. The Magic Kingdom, Animal Kingdom, etc. There are a total of five resorts throughout the world, two in North American, one in Europe, and two in Asia with a sixth currently under development in Shanghai, China. Revenues from these five resorts alone accounted for 14.1 billion in revenue (2.2 billion in profit) in the year 2013; an increase of over 8% from 2012 (Mitra, S., 2013). With revenues such as these, one can only assume that the global footprint Disney sustains is a very lucrative one. Theme parks may be what Disney is most known for, but their highest grossing operating...
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...Andrew Meinsen GBA 490-901 Walt Disney Company discussion questions 1.) Walt Disney Company’s corporate strategy is centered on creating high quality family content, exploiting technological innovations to make entertainment experiences more memorable, and international expansion. Walt Disney Companies acquired Pixar and Marvel to enhance the resources and capabilities of its core animation business with the addition of new animation skills and characters. The acquisition of UTV in 2011 was executed for international expansion efforts into India and Russia. Disney’s corporate strategy also allocates substantial capital to its core theme parks and resorts business to sustain its advantage in the industry. Disney has started to integrate its highest grossing movies into its theme parks such as Pirates of The Caribbean and Cars 2 in attempt to capture synergies existing between its business units. 3.) My assessment of the competitive strengths of Walt Disney’s different business unit is that they have a strong competitive advantage of other companies in the same market. Disney’s strengths consist of: strong product portfolio, brand reputation, Competency in acquisitions, and diversified business. Disney’s ability to acquire technologically advanced companies and companies that complement Disney’s weakness in each individual unit and industry. Also the ability to integrate the different business units is a key strength for Disney. The Studio Entertainment unit shares major...
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...France get cold in the winter, therefore going to Disney World in Orlando would be more logical. It will be cheaper and the weather is going to be decent for whenever you choose to go. Secondly, European and other people haven’t got the same Fairy-tale culture. In France, they have their own characters and stories. Maybe it’s because of that Mickey did not create reason or attraction enough for the European community, unlike at the sister theme park Tokyo Disneyland. The diffenrence of price could be also a reason of this failure. For example, if we compare how much can pay a French and a Japanese family to enjoy a whole day in family in Eurodisney, the gap is really big ($280 and $600). The macro-environmental scanning of namely, the political, the cultural, and the economic aspects of Europe had been grossly miscalculated. They definitely had to change their way of seeing European people like American people and adapt Eurodisney to the European culture. For the Hong kong one, I think the most important thing is that the designers didn’t create the park as the population wanted to. Actually, the park wasn’t as big as they expected and not very different from the other parks they had. Plus, there were only 16 attractions instead of 52 in Eurodisney Paris, which is a huge mistake. 2. To begin, we have to know that mistakes are not allowed to a company named Disney. Disney could be able to foresee the unforeseen. Disney should have foreseen the changing...
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...The Walt Disney Company SWOT Analysis BUS 206 April 1 2015 Matthew LaPorte The Walt Disney Company is one of the most famous entertainment corporations in the world today with a diverse portfolio including movies, television shows, theme parks, and merchandising. Some of the most famous icons in American pop culture have come from Disney, most famously their mascot Mickey Mouse. Entire generations of American children have now grown up watching and consuming Disney productions across different forms of media or going on vacation at the massive Disney theme parks in California or Florida. For these reasons, the Walt Disney Company remains a very interesting corporation The Disney Company got its start in 1923 when brothers Walt and Roy decided to start an animation company in Hollywood. Walt Disney has already had experience in animation, but his first few cartoons with his own company were failures. In fact, Walt almost lost control of his company when a rival lured away almost all of his employees after Walt refused to sell his company to his competitor. The Disney Company’s fortunes changed when Walt came up with the idea of Mickey Mouse and produced Disney’s first sound film Steamboat Willie. This cartoon was an immediate success, due in part to the fact that this was the very first animated film to have synchronized sound. The success of Steamboat Willie opened the doors for Walt Disney to produce numerous Mickey Mouse cartoons that found success and established...
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...Pirates of the Caribbean is a series of fantasy adventure comedy films by Jerry Bruckheimer and based on Walt Disney's theme park ride of the same name. Directors of the series include Gore Verbinski (1–3), Rob Marshall (4), and Joachim Ronning & Espen Sandberg (5). The series was scripted by Terry Rossio, Ted Elliott (1–4), and Jeff Nathanson (5), with the stories following the adventures of Captain Jack Sparrow (Johnny Depp) . The films take place in a fictional historical setting; a world ruled largely by an amalgam of alternative, evil versions of the British Empire and the East India Company, with the pirates representing freedom from the ruling powers. The films started with their first release on the big screen in 2003 with Pirates of the Caribbean: The Curse of the Black Pearl. After the first film's success, Walt Disney Pictures revealed that a trilogy was in the works. The franchise's second film, subtitled Dead Man's Chest , was released three years later in 2006; the sequel proved successful, breaking financial records worldwide the day of its premiere. The third film in the series, subtitled At World's End, was released in 2007. Disney released a fourth film, subtitled On Stranger Tides, on May 20, 2011 in conventional 2D, Digital 3-D and IMAX 3D. It succeeded in grossing more than $1 billion, becoming the eighth film in history to achieve this. So far, the film franchise has grossed $3.72 billion worldwide; it is the sixth highest-grossing film series of all-time;...
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...Analysis In the 1980s and 90s Disney was seen as an American icon which was credited to its former CEO Michael Eisner for the company’s success, but following the mid-90s Disney had struggled with “brand fatigue” in that it was mainly associated with young children. Disney’s brand concentrated on this narrow segment of the market and Eisner’s successor, Bob Iger, had plans to broaden Disney’s brand to include tweens, teens, and adults. Iger recognized that Disney was more than just a brand but that its cross platform success with such franchise like Cars would help Disney reinvent itself when it comes to entertainment. Disney’s other platforms includes the Disney Channel, ABC, ESPN, Disney theme parks & resorts, publishing, film, and music label. Bob Iger franchise strategy had been supported by the other moves he put into place at Disney and his top priority as CEO was to revitalized Disney’s animation business. In 2006, Disney bought Pixar for $7 billion dollars, and in that same year Pixar released movie Cars, which grossed $462 million worldwide and over $2 billion in merchandise sales each year. Capitalizing on it’s the use of its franchises, Disney sought to broaden the tween and teenage markets through its multiple company platforms such its Hollywood Records music label and Disney channels with such artists and shows such as the Jonas Brothers, Hannah Montana, High School Musical, the Disney Princess, and the list goes on. Disney also focus attention on being...
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