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Disney Theme Parks: Global Case Study

The document analyzes Walt Disney World and other Disney theme parks globally. It discusses the opening of Disneyland in California in 1955 and Magic Kingdom in Florida in 1971. It then examines the marketing mix of Disney parks and some challenges faced by Euro Disney, such as being too expensive for Europeans and emphasizing size over variety. Later sections explore Hong Kong Disneyland and factors such as banning Disney characters and similarities to other Chinese parks. Potential new locations for Disney parks like Brazil, South Africa, and UAE are assessed based on economic and political stability factors.

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263 views14 pages

Disney Theme Parks: Global Case Study

The document analyzes Walt Disney World and other Disney theme parks globally. It discusses the opening of Disneyland in California in 1955 and Magic Kingdom in Florida in 1971. It then examines the marketing mix of Disney parks and some challenges faced by Euro Disney, such as being too expensive for Europeans and emphasizing size over variety. Later sections explore Hong Kong Disneyland and factors such as banning Disney characters and similarities to other Chinese parks. Potential new locations for Disney parks like Brazil, South Africa, and UAE are assessed based on economic and political stability factors.

Uploaded by

shashankgowda
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd

Venturing Into the world of Dreams Case Study Analysis of Walt Disney World - Aashima

- Juliet - Sameer

Introduction
17th July, 1955 Disneyland Resort Anaheim, California Jointly owned by Walt Disney Productions, Walt Disney, Western Publishing and ABC Magic Kingdom Florida (1971) Tokyo Disneyland Tokyo (1983)

MARKETING MIX
Product Entertainment services, Hotels, resorts and restaurants Place Located in different countries Price Premium priced Promotion- Advertisements & Contests Core Competency : Provides the ultimate Disney experience , bringing fairy tales to life.

Euro Disney
Euro Disney Paris (1992) Misguided due to success in Tokyo Too expensive for Europeans French not keen on American culture. Too much emphasis on size, glitz; no variety Upset the local sentiments Financial institutions backed out. Food customs Hollywood movies

Euro Disney to Disneyland Paris Different promotions to appeal to each local market Change in food customs New attractions were added Low air fairs

Hong Kong Disney


Hong Kong Disneyland Hong Kong (2006) Disney characters were banned Size of the Theme park Lack of amusements Visitors found similarities with other Chinese theme parks TV commercials

Glocalization Chinese religious symbolism and aesthetics were used Film footage of Disney History. More attractions were introduced Food customs were suitable for the Asian pallet

Brazil GDP Unemployment


2477 billion (0.5%)
5.30%

South Africa
1014 billion (2.30%)
24.9%

United Arab Emirates


360 billion (3.30%)
4.60%

Financial stability & real estate


Politics

Medium

Low

Medium

Medium

High

Low

Economic performance

High

Low

Medium

UAE
Availability of the land Rich economy Most popular destination High religious tolerance

References
South Africa, Euromonitor passport GMID, retieved from http://www.portal.euromonitor.com.proxy.library.vcu.edu/Portal/Pages/Search/SearchResultsList.aspx on 13th October 2012 UAE, Euromonitor passport GMID, retieved from http://www.portal.euromonitor.com.proxy.library.vcu.edu/Portal/Pages/Search/SearchResultsList.aspx on 13th October 2012 Brazil, Euromonitor passport GMID, retieved from http://www.portal.euromonitor.com.proxy.library.vcu.edu/Portal/Pages/Search/SearchResultsList.aspx on 13th October 2012

http://tradingeconomics.com/
Losing the magic, retrieved from http://www.independent.co.uk/news/business/analysis-and-features/losingthe-magic-how-euro-disney-became-a-nightmare-2132892.html on 10th October, 2012 Buyout of Euro Disney, retrieved from http://www.foxbusiness.com/news/2012/08/24/disney-said-toconsider-buyout-euro-disney/ on 7th October, 2012 History, retrieved from http://www.solarius.com/dvp/dlp/dlp-history.htm on 10th October 2012

A dream is a wish your heart makes When you're fast asleep In dreams you lose your heartaches Whatever you wish for, you keep Have faith in your dreams and someday Your rainbow will come smiling thru No matter how your heart is grieving If you keep on believing the dream that you wish will come true.

Thank You

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