BPD1100 INTEGRATED BUSINESS CHALLENGE

Assessment 3B: Disney Scoping Report & Presentat

WHERE IN THE
WORLD IS
DISNEY ?
STORM (WS 2 MS TEH YA YEE)
Foo Pei See 4532431 (LEADER)
Genevieve Lim Bee Ai 4531879
Hoo Chak Hou 4534056
Jasim Ali Hasan 4530474
Yong Chen Foong 4534304

INTRODUCTION
Background

of project
Expansion of Disney to a new global
location that involves a highly constructive
decision of huge financial and
developmental decisions.

Objective

of scoping report
To choose the best location for Disneys
expansion - Istanbul
To give solid analysis and evaluation of
factors that solved with a well-informed
decision for Disneys expansion to a new
global country.

OVERVIEW OF ISTANBUL

Istanbul has a more

holistic and agonizing
environment.

ranked as the most

popular travel destination
because of its vibrant city
that incarnates both
modern and ancient.
(Business Insider 2014)

High economic potential

and growth (Istanbul
Metropolitan Municipality
2008)

OVERVIEW OF ISTANBUL
High

population -the fifth

most crowded city in the
world with 14.16 million
populations. (Istanbul
CVB News 2014)

-High population is the key

criteria- after seeing the
successful development in
Hong Kong with 7.1 million
people. (Li,1999)
Istanbul

large land size

-5,196 km2 (Knoema,
2011)

-The minimum area needed to

construct a park is 200 acres
(Li, 1999).

LEGAL SYSTEMS
Importance of legal
considerations
To control the people by introducing justice,
equality and fairness.

Punishing those who do illegal activities and

provide protection to those who are affected
by these illegal activities (Gates 2009).

Importance of law in
Business:
It provides guidance and way to every
part of the business.
To protect the business from others
behavior and the property interests

LEGAL SYSTEMS

FINANCING THE EXPANSION

The Source of Funds for the Expansion
Bank loan for the
expansion of
Disneyland
Joint venture for the
expansion of
Disneyland
Government
sponsorship for the
Cost Associated with getting
expansion of
capital forDisneyland
the expansion
Financial and nonfinancial costs for the
expansion.
Financial and nonfinancial benefit for the

FINANCING THE EXPANSION

MARKETING THE EXPANSION

Target Market
Importance of marketing
consideration to business
project

Planning is a must for

every business (Lamb,
Hair & McDaniel 2012)
Marketing plan allows
company to sustain in
the market (Elliott,
Rundle-Thiele, Waller,
2012

Geographic
Local tourists
Foreign tourists
Demographic
Age group
Upper middle income level
(GDP PER CAPITA)
(Margaret Miller 2014) >$12,476
(Brookings 2012) Istanbul $22765

MARKETING THE EXPANSION

Product Profile
Parks and Resorts
The Walt Disney
Studios
Disney consumer
products
Media Networks
Disney Interactive
(The Walt Disney
Company n.d)

Marketing Strategy
4p- Price, Promotion,
Place & Product
-internet advertising
(Mooij 2010)
-travel agencies

BUSINESS,DISNEY &
CULTURE
Business Relationships

Multiracial country:
diverse cultures

Dominated by
Muslims residents

Languag
e:
Turkish

Behaviou
r
Dressi
ng
Religious
laws and
prayer

Etiquette : Handshakes, dressing,

gestures,
forms of address

Marketing Implications
Prevent expensive marketing
errors

Negotiations
Enables us to understand how
foreign parties arrive at a
conclusion and what they
perceive as important.

Gifts

Gift giving protocol for different

cultures vary

BUSINESS,DISNEY &
CULTURE

CONCLUSION
Istanbul would be the best
ideal city for Disneys
expansion because
Istanbul gave a clear set
of advantages that far
outweighed the small
areas that could be
further improvised.

LIST OF REFERENCES

Burman,

Lowri, Skene & Henry 2010, Employment Law: protecting the employee
consumer Consumer protection in an employment context, Keeping good companies,
vol.62, no.1, pp.47-49.

Business Insider 2014, Heres why Istanbul is the most popular travel destination in the
world, viewed 19 September 2015. <
http://www.businessinsider.my/istanbul-is-the-most-popular-travel-destination-2014-4/#M5
ZOy5oieaomtcPO.97
> (Foo Pei See, 4532431)

Brunot,Trudy 2015,The Importance of Knowing a Foreign Country's Culture When

Considering Business There, The Arizona Republic, viewed 28th September 2015. (Genevieve
Lim, 4531879)
<
http://yourbusiness.azcentral.com/importance-knowing-foreign-countrys-culture-consideringbusiness-there-6476.html
> (Genevieve Lim, 4531879)

Bryan, G 2009, Introduction to law in North Carolinians, N.C institute of government,

vol.42, no.2, pp.3-15.

Cemil, B 2008,International law in turkey, The American journal of international law,

vol.38, no.4, pp.546-556.

Daniel, M 2011, United States and Turkey work to strengthen ties, Expand trade and

LIST OF REFERENCES

Davies,

R & The Guide Editorial Team, 2015, Visiting Istanbul during Ramadan - everything
you need to know , viewed on 27th September 2015.
http://www.theguideistanbul.com/news/view/1315/visiting-istanbul-during-ramadan-everythi
ng-you-need-to-know/
(Genevieve Lim, 4531879)

Hummel, Denise 2012 , Understanding the Importance of Culture in Global Business, Profit
Magazine, viewed 27th September 2015.
http://www.oracle.com/us/corporate/profit/archives/opinion/050312-dhummel-1614961.html
(Genevieve Lim, 4531879)

Ibrahim, S 2010, The role of law in business development, Fordham international law
journal, vol.20, no.5, pp.1577-1587.

Istanbul Metropolitan Municipality 2008, Economy, viewed 26 September 2015. <

http://www.ibb.gov.tr/sites/ks/en-US/0-Exploring-The-City/Location/Pages/Economy.aspx >
(Foo Pei See, 4532431)

Istanbul CVB News 2014, Istanbul Tourism Statistics, viewed 19 September 2015. <
http://icvb.org.tr/istanbulCVBnews/2014/november/tourism-statistics.html> (Foo Pei See,
4532431)

Knoema , Istanbul Land Area , viewed 26 September 2015. <

LIST OF REFERENCES
Li,

C, 1999 Selecting site for Disneyland theme park development in Hong

Kong MCDM-SDSS approach, University of Hong Kong, Hong Kong. (Foo
Pei See, 4532431)
Maxwell, V 2010, Istanbul, Lonely Planet. (Genevieve Lim, 4531879)
Pektas, M 2008, OECD Territorial Reviews: Istanbul, Turkey, OECD
Publications, Paris. (Genevieve Lim, 4531879)
Toprak, Binnaz 1981, Islam and Political Development in Turkey, E.J. Brill
Leiden. (Genevieve Lim, 4531879)
Uslu, N 2003, The Turkish-American Relationship Between 1947 and 2003:
The History of a Distinctive Alliance, Nova Science Publishers, New York.
(Genevieve Lim, 4531879)
Verkerke, J.H 2015, Employment regulation and youth employment: A critical
perspective, Harvard journal of law & public policy, vol.38, no.3, pp.803-816.