Case Study Of Walt Disney

Decent Essays

Walt Disney opened the first Disneyland in Anaheim, California, on July 17, 1955, he created a unique and completely new destination unlike any of its time. Since then Walt Disney Parks and Resorts (WDPR) has become a world leader, opening 6 Disneyland’s with 12 theme parks and 52 resorts across North America, Europe, and Asia. The Disneyland involved in this case study was the second built in Asia, Hong Kong Disneyland (HKD). The problem facing HKD and moreover WDPR was their inclusion of shark fin soup in the Chinese-banquet style reception of their Fairy Tale Wedding package. Although, culturally this dish is a Chinese staple HKD faced severe backlash from environmentalists worldwide including Hong Kong. The reason for conducting their program was because of protests and worldwide criticism from environmental groups. Disney’s program was reactive because the addition of shark fin soup in their Chinese wedding reception banquet was an attempt to incorporate a cultural mainstay which obviously rebounded resulting in their reacting to criticism instead of anticipating it. It’s unclear from the case study whether HKD researched this topic before it became an issue but it is evident they did research this topic during the campaign consisting of secondary research that was regurgitated as part of their program. Although in hindsight it is hard to believe HKD would have been oblivious to what seemed like a very controversial dish in Asia. The publics for HKD was

Get Access