Case study on

Disneyland:
strategic HRM (Parks and Resorts)

Submitted to: Submitted by:

Dr. Bhawna Bhardwaj Group 2
CUHP 13 MBA 06,07,08
Introduction
 Founded by Walter Elias Disney in 1923
 Company diversified into four business
 The walter Disney Studio
 Disney Parks & Resorts
 Disney customer product
 Media Network

 Spread over three continent with five resort locations (California, Florida, Tokyo, Paris,
Hongkong)

 It is a Fantasy world
 High quality creative content and exceptional story telling ability
 Having strong positive organizational culture and HRM practices
 Recruit right-fit people with orientation toward company’s culture train front
line employees(magic for customers)
The Walt Disney Studio

• First initiative
• From cartoon studio in 1920 to global corporation today
• Famous for animated feature films & live action motion picture
 Alice in wonderland 1923
 Mickey mouse

• Full length animation feature Snowwhite and the seven Dwarf

Disney Customer product
 Enter in 1929
 Apparel
 Toys
 Stationary
 Food and Beverages
 Electronic fine art
 Books and magazine

 Publishing worldwide children books

 Started Disney Store retail chain in 1987
Media Network
• Disney-ABC Telivision
 Supporting functions
 Marketing
 Sales
 Communication

• Include
 Cable
 Radio publishing and
 Internet business(1990)
• Provide Profit
Disney theme parks and resorts
 Planned in 1952, Opened in California in 1955
 Roy Disney built Disney world in Florida in 1971
 Contributing 70% of profit of company
 Tokyo Disneyland in Japan on 15 April 1983
 Euro Disney in France on 12 April 1992
 5th Honkong Disneyland in 12 Sept 2005
 Include
 Cruiseline
 Eight Vacation club resort
 travelguid
Walt Disney Financial Performance
The Walt Disney Company Financial Data From 1994-2007

40000

35000

30000

25000

20000

15000

10000

5000

0
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Revenue Operating Expenses Net income

Disney Human Resource Management
 It include Casting, orientation and training
 Employees are called Cast Members (optimist, positive attitude and right skill)
 Recruitment process is called casting
 Four major human resource strategies (practices 3/4)
 Hiring the best people
 Developing people to deliver superior service quality ( by training)
 Providing the requisite support systems
 Retaining the best people
 Pre-orientation program helps potential recruits to decide whether they will
fit into the organizational culture
Organization Culture
• Different parks many similarities changes with respect to culture (Japan & US)

• Disney Lingo (6 million abbreviations)

• Disney way
 Never sacrifice safety for guest and staff
 Take pride in your workplace (It’s not my job attitude)
 Pay attention to standards of quality
 Treat every customer as your only customer
 Never sacrifices efficiency
 Let people know that they are needed and valued
• Disney Values
 Innovation, Quality, Storytelling, Optimism
Recruitment and Selection
• Recruitment
 Casting Scouts
 Internal Applicants
 Online Application
 Pre-Orientation
• Selection
 Behavioral interviews
 Interview for front line employees
Internship program offered to college students

 Recruits student of 18 years and above

 Semester long paid internship program
 Offered during spring and summer
 Students selected after series of 2-3 interviews
 Students are communicated regarding the position they would like to work
 Offers roles in food and beverages, hospitality and character work
Traditions (Orientation)

 Traditions are for all employees for there first day in Disney
 Name tag is given to the cast member
 Cast member learns about the history, culture philosophy, goals, vision and
mission, actions to be taken in case of emergency
 Use inspirational films
 Staff orientation is conducted by line staff called Tradition Assistants
 Cast members are provided with a training checklist
Rewards and Recognition
 Take five (5 minutes to do something extraordinary)
 Recognition cards
 Life time Achievement Award
 Ambassadors
Thanks!