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Copy of Disneyland Paris

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by

Marina Bachofen

on 20 November 2013

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Transcript of Copy of Disneyland Paris

Table of Contents
Backround information
Disneyland Paris
The main Problem
Our new Strategies
Decision making process
The Decision
Recommendations
Evaluation
Reference
Introduction

The Walt Disney Company
Founded in 1923 by Walter Disney
DisneyLand Paris opened its doors in 1992
Budget $4.4 Billion
14.500 Employees
Location
Park Structure
Competition
SWOT
Porter's Generic Strategy
Broad Target
Narrow Target
Low Cost
Cost leadership
Cost Focus
Differentiation
Differentiation Focus
Cultural Web
The Paradigm
Rituals and Myths
Disney Parade
Disney Movies
Events
Shows
Books
Power Structures
Claire Bilby - Senior Vice President
Control Systems
Training
Meetings
University
Organizational Structure
Different Management in every Park
10 Disney board directors
Tall structure
Philippe Gas - CEO Euro Disney
Robert Iger - Chairman and Executive
Symbols
Strategic Clock
The Opening of Disneyland Paris
Paris - 12.04.1992

Expected visitors: 500,000
Actual Visitors: 50,000
Problems...?
Insufficient adaptation to the market
Cultural Conflicts
Park Concept Issues
Insufficient Service Quality
Reputation Issues
Price Policy
Low Customer attendance and spending
The Main Problem
Porter's 6 Forces
Existing Competitors
New Entrants
Power of Buyers
Government
Substitute Products
Power of Suppliers
The Strategies
Decision making process
Ansoff Matrix
Perceptional Map
Core Competencies
SWOT
The decision making process includes:
ANSOFF Matrix
Value Chain
Perceptual Map
Core Competencies
SWOT Analysis

Recommendations
Value Chain

The Decision
Evaluation
Importance of market research
Understanding the market
Raise in visitor numbers - change of strategy

Background Information
(M. Porter)
Micro Environment of Disneyland Paris
Current strategy
Vision
"It is a small world after all"
Mission
"Promote heartwarming feelings about living together as one happy family"
Objectives
Diversity
Multiculturalism
Uniqueness
Magical
Key strategic priorities
Creating emotional and self expressive benefits
The power of the Brand
(S. Davis, 2002)
THANK YOU
Any Questions?
Bibliography
(Walt Disney, 1955)
(Walt Disney, 1955)
Full transcript