Abstract Disney's Parks and Resorts business was built on the premise that theme parks, which brought the Disney magic to life, would be a tremendous experience and opportunity for children and their families to have fun. This paper analyzes the international marketing strategy of Disney Parks and Resorts. Disney Co. has recently begun facing financial problems, with lower attendance and occupancy rates, both in its U.S. and Paris locations. As this analysis proceeds, it examines the root causes of Disney's declining Parks and Resorts' business and develops a set of recommendations. The paper includes tables.
From the Paper "Standardization and transference of the American culture worked beautifully in Japan, turning it into a highly profitable venture, which continues to grow, leading to the opening of a second resort, Tokyo DisneySea. Indeed, Disney's success in Japan is evidenced by the fact that it is the only resort to contribute higher earnings (royalties) to The Walt Disney Company in the fiscal year 2003 (Disney 2003 Annual Report, p. 59). Euro Disney is, however, an altogether different story, and not a very happy one at that. Established in 1992, the venture was plagued with problems right from the outset, beginning with Disney's lack of understanding of European and French culture, which led to several errors in product and service design:..."
Abstract This paper discusses the motivation of the Walt Disney Company to set up parks abroad. It then analyzes the pros and cons of this business move from the stand point of the Walt Disney Company. The paper then analyzes Disney's decision to make no financial investment in Japan and compares this to the large financial investments that they made in both France and Hong Kong.
Table of Contents:
Overseas Operations
Disney's Financial Investments
From the Paper "The company changed CEOs before the Paris effort, replacing conservative Ron Miller with a more aggressive Michael Eisner who wanted the benefits of ownership (Lopez, 2002). It obtained forty-nine percent ownership of Euro Disney. But this time around, attendance and operating income in France was disappointing explains Lopez. Cultural challenges, as well as a European recession in the early 1990s, resulted in less than expected success of the park and its related hotels and facilities. However, Disney restructured Euro Disney and the facility became a success. By the late 1990s, DisneyLand Paris was the largest theme park in Western Europe."
Abstract This paper reviews and discusses Disney Cruise Lines. The paper focuses on the company's marketing strategies and discusses possible improvements. According to the paper, in suggesting improvements to Disney's Cruise Lines marketing strategies, the potential for greater levels of integration with the core branding of Walt Disney Company needs to first be considered.
From the Paper "Fifth the Disney Cruise Lines need to underscore safety and security in their cruising activities and programs. The cruise line had several instances of dozens of passengers getting ill during 2005, and this did have a temporary but significant effect on earnings according to Citigroup (2006). The cruises through the Mediterranean are also potentially risky as the areas the Disney ships, icons of American influence, will need to be protected or at least managed carefully in foreign waters and will need to be very cognizant of local political conditions before setting sail for a foreign port. "
Abstract The paper discusses Walt Disney and his early entrepreneurship and the creativity and imagination that he encouraged. The paper comments on the vacation packages that Disney offers to its various resorts and theme parks which are fully customizable and have helped to develop the "Dream Vacation" theme. The paper discusses the wonderful world of Disney's marketing and the effects that it has on mankind.
From the Paper "While Disney's marketing is extensive to vacationing families around the world through radio, television, and the internet, the "Four P's" of the company are also on a broad spectrum. The prices for the Disney vacations are so varied that almost anyone can customize an escape to meet their specific needs. Prices vary by hotel packages, the time of the year, meal options, and the number of days to stay. The more days that are purchased in a vacation plan, the less the per-day price becomes. The place of the "Four P's" for Disney World is Florida, while Disney Land is in California. Disney also has other vacation resorts in Japan and France. Of course, Disney promotes its vacations through the various media channels owned, but the primary promotions are through travel agencies and the internet. The product is simply a vacation to Disney's resorts and/or theme parks by customized and individually specified plans. From a one day park pass to a complete all inclusive extended stay, the vacation options offered by Disney are advertised as a "Dream Vacation" that can fit the vision for a family's available budget."
Abstract Many examples of claims made by various individuals and groups about subliminal sexual and racist messages scattered throughout many Disney movies are examined in this paper. These include the "Lion King", "Aladdin" and "Snow White".
From the Paper "When the Disney animated movie The Little Mermaid was released on home video, viewers saw inappropriate "sexual messages". (www.snopes2.com). After this incident Disney released two more movies with subliminal messages, The Lion King and Aladdin. Disney has long been known as an icon for wholesome family viewing. Allegations of subliminal messages have tarnished this image. One homemaker said she, "felt as if I had entrusted my kids to pedophiles"(The Wall Street Journal), and threw these videos in the trash. America was founded on morals that parents thought Disney upheld. Parents now feel betrayed by Disney. The case at hand is not whether or not children are affected by these subliminal messages, but that Disney is not so "Snow White"!"
Abstract This paper discusses the organizational design of the Disney company, and compares its organizational design in its base country of the United States with its organizational design in the foreign market. It looks at Disney's diversified product strategy.
From the Paper "When Walt Disney opened an amusement park in the middle of Southern California orange groves he changed the way that Americans and the world viewed such entertainment. Once the domain of carnival hucksters ..."
Abstract This paper analyzes the stock information of the companies Ford Motor company and Walt Disney company. The paper makes reference to the stock price from 10/29/01 through 12/10/01.
Abstract This ten-page report is on the financial situation of the Walt Disney Company. It consists of one appendix. Firstly, there is an introduction of the company. It then goes on to mention the competitors of the company. Next, there is a financial analysis, followed by a conclusion. Sources.
Tags: BUSINESS / CASE STUDIES, walt disney company
Abstract This paper summarizes an article about Disney's plan to issue limited-play DVDs. The paper then applies marketing strategy theory to explain this decision, including the rules of countering competition and substitute product. The paper also investigates how this decision reflects an attempt to develop and promote new uses for existing products.
From the Paper "As products move through the product life cycle, manufacturers face increased competition from direct competitors as well as from substitute products. Profit margins fall as competition increases and once-strong products...."
Abstract This paper considers two brands, Cunard and Disney Cruise lines and the effectiveness of their marketing strategies. It looks at the background of the cruise industry and the intense competition between cruise lines.
From the Paper "The cruise industry has grown significantly in the past years with greater numbers of individuals enjoying various cruises, larger and more luxurious ships and the definition of cruising ..."
Tags: marketing, cunard, disney cruise lines, brands, brand marketing
Abstract This paper describes The Walt Disney Company. The author identifies its organizational structure and organizational goals. The paper investigates if the organizational design of the corporation helps or hinders it in achieving its organizational goals.
From the Paper "The Walt Disney Company and its subsidiaries is a diversified worldwide entertainment company. The company is organized around four separate business segments, which are Media Networks, Parks and Resorts, Studio Entertainment and Consumer Products. The Media Networks section includes the ABC television network in addition to ten broadcast television stations and more than seventy radio stations. The Studio Entertainment group produces live-action and animated motion pictures. television animation programs. musical recordings and live-stage plays/ Walt Disney Studios produces films through Walt Disney Pictures, Touchstone Hollywood Pictures ..."
Tags: Organization structure, corporpration, parent, subsidiary, holding company, Walt Disney Company, Michael Eisner, critical mass, spin off, profit maximization
Abstract This paper analyzes Disney stock for August 2004 to September 2004, including whether or not this is a good company to work for or invest in. It includes one table and one chart.
Abstract Based on the case study and the literature of current literature, this paper shows that Disney's corporate management is characterized by a low level of cohesiveness, effecting their stock value and performance.
From the Paper "Since March of this year Disney's institutional investors and disillusioned former board members such as Roy Disney and Stanley Gold who own a portion of Disney's stocks have sought to oust CEO Michael D Eisner from his leadership position. According to these stockholders Eisner's autocratic management of the operations has led to the departure of many creative individuals from the Disney Corporation and its ..."
Abstract Many Americans and others around the world grew up knowing and loving Walt Disney and the world that he created. From 1955, when Disney opened his first theme park in Anaheim, California, there was the thought that Disney would reach around the world, as many visitors from around the world came to visit the park in Anaheim and the duplicate park in Orlando. Disney proved it could move around the world and, therefore, opened its first international park in 1983 in Tokyo, Japan and then in Paris, France in 1992. There are many issues that Disney experienced with both of the international parks, but most notably, the one in France. This paper discusses Disney's experience in France, the global impact of Disney's business, as well as the evolving nature of the global economy and its effect on Disney's operations.
From the Paper "First, Disney is constantly looking for ways to build their business on a global level as over the past 20 years the business of Disney has grown from Anaheim to Tokyo to France and beyond. Only three years after the expansion of Disney's park system to Tokyo, Japan, Disney looks to take on Europe. Disney felt that Europeans should be the next to fall more in love with Disney. "When word got out that Disney wanted to build another international theme park, officials from more than 200 locations all over the world descended on Disney with pleas and cash inducements to work the Disney magic in their hometowns" (Huey, 1995). Because of the economic impact felt in Tokyo with the addition of the theme park there these officials wanted to realize the impact of a large global corporation in their respective communities and countries, however Disney was already looking toward France. Although there was a slow start due to cultural differences the park begins to show a profit and increase the global presence of Disney."
Abstract CThis article studies the Disney theme parks located in Florida and in France. The writer states that due to strong leadership and excellent management skills, Disney has been able to make forays into many fields like entertainment, communication and technology and customer service. This paper compares the huge success of the Florida Disney complex with the losses suffered at Euro Disney. The writer discusses reasons for these differences and offers possible explanations for profit and loss at each site respectively. The writer also looks at cultural differences as a reason for varying success at the different locations.
Contents:
Success of Florida Disney What Went Wrong in Euro Disney in France?
Cultural Differences
Michael Esiner and How he Contributed to the Initial Failure of Euro Disney
From the Paper "The leadership approach at Florida Disney is the outcome of a transformation of a business thinking that happened within Walt Disney which is called as 'Performance Excellence'. Identifying novel competitive force in the early 1990s it was understood at Disney that to remain a benchmark in creativity, customer service and entertainment, every Cast Member at Florida should assume the role of an active partner in the success of the company. This initiative makes linkages to the leadership behaviors to the fundamental and quantifiable measures of Disney's business which is the totality of Cast experience, Guest satisfaction, and customer loyalty. In the beginning it was realized that the concept of Performance Excellence revolved on two major factors which is involvement and passion. (Disney World Paper)"
