Disney Theme Park to India

3965 Words Jul 4th, 2011 16 Pages
Disney Theme Park to India
Abstract:
This report is aim to analyze profitable adventure of The Walt Disney Company to set up Disneyland theme park in India. As one of main emerging markets in Asia, India might be the next destination for The Walt Disney Company to target on. Therefore, this report uses a series of marketing tools to demonstrate the macro-environment and micro-environment in India, such as PESTEL, SWOT, Porter’s Five Forces Model and Self Referencing Criteria. Based on this analysis, the current situation of India shows an attractive prospect to Disney in terms of economic and technological development, the diversification of culture, and the acceptance of Disney products and services.

Introduction:

India with its
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However, both the Country Profile (2005) and Business Asia (2010:10) highlight that although the fundamental political keeps stable, the efficiency of political is low. The cause of this existed problem is that the national parties weakened gradually while the regional parties which influenced by the coalition government strongly (Business Asia, 2010:10). Current President is Pratibha Patil. (BBC News, 2011). As a result, India began to conduct a relatively free liberal market reform. Nonetheless, because of the interests of coalition government members are dissimilar, the speed of market reform is limited (Business Asia, 2010:10).

Economic Analysis
India’s economy is the fourth largest GDP in terms of purchasing power parity (Gupta and Gupta, 2008:68).

Table 1: The Growth of GDP in India from 2003-2008

From 2003-2004 to 2006-2007, annual Real Growth Rate increases from 8.4% to 9.7%. Because of the summer’s credit-market crisis, the Indian GDP Growth decrease to 9.0% from 2007 to 2008 and Indian government estimates GDP Growth for 2008-2009 is 7.1%. The decrease of GDP ascribes the global financial crisis which affects India primarily through trade and capital outflows (The World Bank, 2008:16). On trade, exports are possible to weaken and make its contribution to GDP growth may be drop sharply. However, during

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