Disney Land Shanghai – A Case Study
Introduction The Walt Disney Company is an American diversified multinational mass media corporation. It is the largest media conglomerate in the world in terms of revenue. It generated US$ 42.278 billion in 2012. Disney was founded on October 16, 1923, by Walt and Roy Disney as the Disney Brothers Cartoon Studio, and established itself as a leader in the American animation industry before diversifying into live-action film production, television, and travel. The Walt Disney Company operates as five primary units and segments: The Walt Disney Studios or Studio Entertainment, which includes the company's film, recording label, and theatrical divisions; Parks and Resorts, featuring the company's theme
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Similar problems occurred in Disneyland Tokyo, where management didn’t even think about the height difference of Asians and Americans, resulting in too high public phones for Japanese guests. Concluding it is clear that the American company originally tried to implement a standardization strategy, when launching theme parks in other countries, without taking the local culture into consideration. Country specific procedures and regulations, and different local customer preferences forced Disney to adapt features of the US theme park business model to the local markets.
Lessons the company should have learned Through past experiences Disneyland and its management teams have most certainly learnt the importance of culture and national differences in working styles, consumer preferences, laws and public expectations and that before initiating any international project the studying of the host countries culture is the outmost priority. Having a person in its top management, which already knows the language, the culture and the way of life in the welcoming country can be helpful. Nevertheless, this is not sufficient. To work in a cross-culture environment, the company has to be open to new suggestions and be prepared to learn from new foreign employees and consumers alike. Moreover, to satisfy the local customers, cultural differences should be included in major final decisions. For instance, the price politic should be adjusted to the local expectations. The same goes
The case “Euro Disney: First 100 days” talks about the issues faced by the Walt Disney Company when expanding to international borders. The case begins with the history of Disneyland and then describes the reasons behind its success and expansion to various states across the country. It then describes the success of Tokyo Disneyland, first Disney theme park outside America and the factors affecting it.
Walt Disney or often refer to as “Disney” is the United State based multinational mass media and entertainment company. It is the second largest media corporation in the world after Comcast Corporation by revenue (Wakefield 2014). The company was invented through its animated characters in 1920s by broadcasting via cable television and expanded into other forms of businesses within entertainment industry with the ultimate goal to bring joy into the family households (The Official Disney Fan Club 2015).
The Walt Disney Company is a mass media corporation, and family entertainment service founded on October 16, 1923 by Walt Disney, and his older brother, Roy Disney based in Burbank, California. The company, whose name is commonly shortened to ‘Disney’ operates on a global basis, in both established, and emerging markets covering North and Latin America, Europe, The Middle East, Africa, Russia, and Pacific Asia. Employing approximately 175,000 staff members, and cast members, they are each an extension to the world, and brand that
The park should not be adapted for the local market because that is not what the consumer is looking for. The customer wants to have the Disney feel, and to take away from that by making changes to it takes away the opportunity for them to obtain that Disney feel. In regards to staffing, Euro Disney should have outsourced to the US. Because most US citizens are familiar with the Disney culture, they would be better suited to relay said culture to the European population as Disney employees.
While Tokyo Disneyland is considered a great success, the Walt Disney Company’s next international theme park venture, Euro Disney, is quite the opposite. In the 1980’s with the great success of Tokyo Disneyland, TWDC entertained the idea of building another international theme park. The Walt Disney Company knew they wanted to build a park in Europe but needed to find a place where they could build their own reality free from the sights and sounds of the real world. The Walt Disney Company chose Marne-la-Vallee in France over 200 other sites in Europe because of the “willingness of the French government to offer cheap and plentiful land, cheap loans, road and rail links to the park, tax breaks, and
Disneyland is one of the best known and most highly visited recreation locations in the world. With this visibility and audience reach, the action of the Disney Company extends well beyond the boundaries of their theme parks. However, once a foreign expansion experience, named Euro Disneyland did not prove to be the successful venture that had been anticipated by its creators.
The theme park was going off things like people loving Mickey Mouse and other characters. This is something that they failed at. People embrace their culture and it is often the way people respond to spending their finances. Cultural differences can make or break a company especially international expansions. Therefore, more research
The Walt Disney Company is considered to be one of the most active family entertainment companies in the world. Primarily Disney became known as an animated film company and a cartoon creator. Later, the company expanded its range of activities into other markets through the Disney stores and theme parks around the world. The Walt Disney Company’s key objective is to be the world’s premier family entertainment company through the ongoing development of its powerful brand and character franchises.
Regrettably, Euro-Disney did not take cultural differences and reference criteria into account when creating their park, resulting in their initial less than stellar performance. Disney might even have been able to make better decisions if the advisors of this project were able to remove themselves and their values from the decision-making in the infrastructure of Euro-Disney.
The most troublesome perspective in the business world is to take an effectively running business and transform it into a worldwide business. At the point when Disney chose to open Tokyo Disneyland and utilized the same execution arrange for that they utilized as a part of the United States, it was a risk that they took and shockingly was effective. On the other hand, believing that the same execution arrangement could work in different nations is not an awesome move to make. The main motivation behind why Tokyo Disneyland was an awesome achievement is on account of Japan is a nation that is exceptionally shut refined and hard regarding the matter of result and desire they could call their own kin. That is the reason when Disney acquainted
Tokyo Disneyland found enormous success in Japan. The park in Tokyo has very little differences from the American Magic Kingdoms. Tokyo’s success with like change from the American parks might have led Disney executives to the misguided belief that cultural differences would not affect the success of Euro Disney. But Tokyo and Paris have some pretty critical differences. Tokyo not only has a higher concentrated population surrounding the park but the average income is higher.[11] Probably the biggest difference is that Japan, as a country, tends to embrace American culture much more readily than the French.
The success that the Disney company hade in Tokyo was more than they expected. This is why the Disney management were expecting the same results or better results in France. In Tokyo customers were paying the really high rates on parks, hotels and restaurants. I think that the Disney Company thought that a country like France with a big amount of tourist would had more success than the other
They see that consumer always attract with their culture oriented place. Because in case study we see that in most of the Disneyland they try to focus as per the area or their cultural values. So for that they apply different strategies for increasing their business in non-american markets of the disney.
The Walt Disney Company, alongside its subsidiaries, is a diversified worldwide entertainment and media company founded by none other than Walter Elias Disney and his older brother Roy Oliver Disney on October 16,1923,which started off by the name Disney Brothers Cartoon Studio as a cartoon studio.“Disney” is one of the most famous names in the animation industry,known for providing entertainment for all ages; with international theme parks and a world-class animation studio and business franchise, it is one of the most valuable brands in the world. The company has operations in the USA, Canada, Europe, Asia pacific and Latin America. It is headquartered in Burbank, California and has a team of approximately 180,000 employees.