Disneyland Global Marketing

1808 Words8 Pages
1.0 INTRODUCTION Nowadays, many companies are resorting to develop their business aboard. This is due to various factors such as increase profit, generate economies of scale, capitalize on tax advantages, reduce cost, enhance company growth and so on. The Walt Disney Company is one of the companies that expand on foreign soil. The Walt Disney Company also known as Disney was founded in 1923 by Walt and Roy Disney. It is the world’s largest media and entertainment conglomerate with assets encompassing media networks, parks and resorts, studio entertainment, and consumer products. When Disney opened its first Disneyland in 1955, it created a unique storytelling and immersive experience ushering in a new era of family entertainment. Until today, the Walt Disney Parks and Resorts (WDP&Rs) have grown into one of the world’s leading providers of family travel and leisure experiences. WDP&R division owns and operates two resorts in the United States and another four internationally (Refer to Appendix A). 2.0 ISSUES AND PROBLEMS By now, there are five WDP&Rs which located in California, Florida, Tokyo, Paris and Hong Kong. During WDP&Rs global expansion, they made success as well as failures. Review the three international WDP&Rs, Tokyo Disneyland proved to be a great success, while Paris and Hong Kong Disneyland kept on making losses (SMG, 2009). Disney faced huge challenges in its Paris Disneyland. In the first years of operations, the attendance was 20% lower than the targeted. Multiple issues like high admission price, recession in Europe, protestation from farmers, and labour problems have cited as the reasons for low attendance. Besides, the operation and cultural errors such as wine serving, Monday and Friday customers flow, breakfast and lunch debacle had resulted serious losses with over $3.4 billion in debt and over $750 million losses

More about Disneyland Global Marketing

Open Document