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Micro And Macro Environment Examination Of Disneyland Travel and leisure Essay

Upon review the Disneyland procedure in different parts that show up many opportunities and difficulties, which can be facing to Disneyland. Because the major concern is ethnic crash in various areas that change from region to region, which alongside the problems of Disneyland's standardization framework.

In the past, Disneyland has difficulty when dealing with the employees in 2006 of Hong Kong Disney that resulted in advanced of anger among dissatisfied. The top management in Disneyland will try to handle cultural in abroad to solve the problems of conflicts between your employers and employees towards.

On the other hand, Disneyland tries every suggest to conform more to the local environment to be able to facilitate the neighborhood customers' needs and desires.

The Walt Disney Company is in the entertainment industry that is maintaining spread more internationally throughout the world.

History and Company Qualifications of Disneyland

The Walt Disney Theme Playground was founded over 80 years that the first Disneyland is lunched in USA, which is going to extend to new territories that go further to advertise globalization in common. There is certainly total 11 theme playground in worldwide which contain Paris, Tokyo, Honk Kong and Shanghai in future. (DISNEY, 2010)

Mission of Disneyland

That is to provide quality entertainment experience to all age groups with the information "Dream come true" and concentrate on the "Imagineering" that emphasis to provide and create magic hours to all guests and guests.

Context Analysis

This will continue to research the marketing environment that involves micro-environment and macro-environment. The micro-environment concerns the inner factors affecting The Walt Disney Company whereas the macro-environment concerns the external factors that can affect the micro-environment (Kolter, Bowen& Makens, 2006).

SWOT Evaluation of Walt Disney Company

There are four things a business should consider and review during various phases throughout the fiscal time that are necessary to maintaining your competition and giving a comparatively accurate point of view on placement. The SWOT research helps a business understand the current and potential environment for his or her particular product and service (Locks, Lamb & McDaniel, 2008) which allow adjusting the marketing methods to be able to help focus the strategies. That is going to analysis and recognizes the advantages and weaknesses are inside reflections, whereas the opportunities and risks are exterior reflections.


Walt Disney Company is rolling out established and popular brand name and image over a long time in the entertainment industry, which has long history and tradition that can aid traditional values (Datamonitor, 2007).

In addition, Disneyland has many unique roles of character types and each from it has specific and attractive fairy tales hus, Disneyland are well equipping with wide-ranging product profile that contain media sites, parks and resorts, studio entertainment and consumer products as different business segments with Imagineering section.


Walt Disney Company is repeated change in top management level that let to miscommunication and a high chance for a bureaucracy between employers and employees, which cause of high turnover rate.

Furthermore, Disneyland is mainly give attention to standardization that each of the theme parks in various region is similar except the one in Tokyo.

Since 1997 lessening revenues and strong degreasing operating income - no profitable unit


The marketplaces of today have become more flexible to outsourcing and globalization. The development towards globalization is not immune to the entertainment business as well as the Walt Disney Company is exposing this by broadening outside of the United States and offering theme parks in France, Japan and China.


Threats that are more prevalent in the age of globalization are the laws and regulations of other countries. There is a need for regular monitoring of the distinctions in the regulations of other countries and the United States when organizations are outsourcing. In addition, the theme parks must meet the safety regulations of the countries in which they operate to be able in which to stay business and keep maintaining their international position. Furthermore, because the culture difference is vary from region to region that is hard to predict the right social development or passions of the prospective customers.

As with any business a primary aspect of the threat examination is the competition. The Walt Disney Company and the theme recreation area industry are extensive competitors like Universal Studios. Furthermore, there are a great many other less visible rivals that one might not effortlessly think of when evaluating the competitive market where Disney deals. For instance, there are numerous country parks like water parks that may also be considered as cheaper or more valuable competition for Disney. Competition, in any form, can reduce Disney's market share in the entertainment industry (Datamonitor, 2007

After evaluation the external and inner environment of Walt Disney Company that has been figure out a few of the problems should be aware afterwards.

Key Issues

The major existing problems facing from the Walt Disney Company that is highlighted the theme parks in Paris and Hong Kong.

For the Disney of Paris has faulty or misguided through the planning of basic assumptions and forecasts. Disney didn't predict the major change of economy that European Recession during the Disney opened. Europe was in the center of an economical slump with financial problem. Thus, this reduced the purchasing ability at this time. The graph below illustrates the downturn in France's GDP during this time period (1992-1994), producing a reduction in disposable income one of the French society.

Moreover, Disney did not predict the culture variations of Europeans that incorporate with the language and diet plan, initially, banned alcoholic beverages in the area of the world's major wine ingestion country. The ethnic miscalculations with inappropriate marketing plan of cross-cultural blunders took place and were generally, even gleefully as the American social imperialism.

Many additional inner and external factors contributed to the original failure of Euro

Disney, which can be communication spaces, increasing interest levels, reduction in the true estate market, operational errors, and high labor costs all contributed to the $1 billion USD total damage.

However, several factors have been carefully examined throughout the years. Thankfully for Disney, several factors were corrected. By 2008, Euro Disney was able to make a profit of $19 million HKD.

Besides, Hong Kong Disney fails to reach target numbers of visitor arrivals and fails to gain competitive advantages that anticipated to poor management that neglect to embrace the value of corporate social responsibility planning in accumulating customer devotion. Although Disney discovered lessons and tried to steer clear of the same mistakes of cultural variations, the management has only centered on risk patterns somewhat than appraisal and studying potential chance and risk.

Disney had attempted entry in to the growing Chinese market prior starting in china (Kolter & Armstrong, 2006). Since the publication of fairy stories story literature in Mandarin and creation of Disney personality based on the Chinese traditional star - Mulan. Thus, Hong Kong Disneyland needed the steps to steer clear of the cultural crashes which happened in France, by preparing the population for the access of Disney and permitting the identification with Disney personality and concepts (Jobber D. , 2007). However, Hong Kong Disneyland admitted that the recreation area had only went to around 4. 5 million tourists in 2008 and so on in 2009 2009. Apart from this, there are losing money based on the revenue and bills that shown at the bellowing (HKDL, 2010).

On the other palm, Tokyo Disney regarded as a great success with mixed twelve-monthly attendance and functioning income, which is a joint venture procedure model controlled by Japanese. That successful reason isn't only rely on

-·±manage- no cultural crash that can.

As japan possessed a great desire for Western cultural and do love of fantasy and costume that main tourists of the theme park will be the local residents of Japan in reality.

Despite Japan is facing the situation of aging populace, the management acquired set the little on the growing seniors population as online marketing strategy to cope with the problem of aging people. Tokyo Disneyland offers a cut-rate total annual forward for visitor who aged 60 or above. This action arise the discourse that Disneyland is symbols of entertainment for children, no subject this is the first time a particular annual go for seniors has been available, it also successes to use measure and tackled to the older. (THINGSASIAN, 2008) http://www. thingsasian. com/stories-photos/29639

After the wavering origins of Euro Disney, management quickly discovered many valuable lessons about international enlargement and acted on these lessons to develop culturally accepted and profitable theme park.

To prevent the results of the inability that is necessary study from the pervious encounters and clarify clearly about the main element successful factors of handling global marketing strategies.

Q1. The critical success factors in owning a global marketing strategy

Business consultants thus contend that the main element to successful international marketing for any business-whether a multinational corporation or a little entrepreneurial venture-is the capability to modify, manage, and organize an intelligent plan within an unfamiliar (and sometimes unpredictable) overseas environment.

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