Disneyland Case Study

Emily Roberson, Katie Quill, Madison Cawthon and Walta Nemariam

Walt Disney’s Beginnings

• For nine decades Disney has been the leader in family entertainment.

• The company started in 1923.

• The first Mickey Mouse cartoon appear in 1928

Disney: Media Relations

• Through Disney Media Relations they reach families in 85 countries and in 75 languages.

Disney: Parks and Recreation

• First park opened in 1955.

• 11 theme parks- including one in Shanghai opening in 2015

• 4 Cruise ships

Disney: Walt Disney Studios

• This is the foundation of the entire company.

• Creates movies, music and stage plays.

• Includes Pixar Animation.

Disney Consumer Products

• Deals with all facets merchandise including:– Apparel – Home décor– Books– Magazines– Electronics – Fine Art

Disney Interactive

• Launched in 2008• Responsible for all

of console games and interactive entertainment.

“EuroDisney could probably make money without Mickey, as a property development alone.”

Expectations: Tokyo Disney

Reality

“For EuroDisney to adapt properly to France, all seven of Snow White’s dwarfs should be named Grumpy.”

Initial Problems

Competition

Culture Shock

• Wine• Breakfast• Pets

Culture Shock

• Firing-Hiring• Vacations

Prince Charming to the Rescue!

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Prince Al -Walid bin Talal bin Abdul-Aziz Al-Saud

Change for the better

Philippe Bourguignon

• Disneyland Paris had more visitors than the Eiffel Tower and the Louvre combined