Disney Land Shanghai - a Case Study

1181 WordsMay 30, 20135 Pages
Disney Land Shanghai – A Case Study Introduction The Walt Disney Company is an American diversified multinational mass media corporation. It is the largest media conglomerate in the world in terms of revenue. It generated US$ 42.278 billion in 2012. Disney was founded on October 16, 1923, by Walt and Roy Disney as the Disney Brothers Cartoon Studio, and established itself as a leader in the American animation industry before diversifying into live-action film production, television, and travel. The Walt Disney Company operates as five primary units and segments: The Walt Disney Studios or Studio Entertainment, which includes the company's film, recording label, and theatrical divisions; Parks and Resorts, featuring the company's theme…show more content…
Similar problems occurred in Disneyland Tokyo, where management didn’t even think about the height difference of Asians and Americans, resulting in too high public phones for Japanese guests. Concluding it is clear that the American company originally tried to implement a standardization strategy, when launching theme parks in other countries, without taking the local culture into consideration. Country specific procedures and regulations, and different local customer preferences forced Disney to adapt features of the US theme park business model to the local markets. Lessons the company should have learned Through past experiences Disneyland and its management teams have most certainly learnt the importance of culture and national differences in working styles, consumer preferences, laws and public expectations and that before initiating any international project the studying of the host countries culture is the outmost priority. Having a person in its top management, which already knows the language, the culture and the way of life in the welcoming country can be helpful. Nevertheless, this is not sufficient. To work in a cross-culture environment, the company has to be open to new suggestions and be prepared to learn from new foreign employees and consumers alike. Moreover, to satisfy the local customers, cultural differences should be included in major final decisions. For instance, the price politic should be adjusted to the local expectations. The same goes

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