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 restaurant’s • 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 South Africa United Arab Emirates

GDP 2477 billion (0.5%) 1014 billion (2.30%) 360 billion (3.30%)

Unemployment 5.30% 24.9% 4.60%

Financial stability & real estate Medium Low Medium

Politics 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/losing-the-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-to-consider-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