Disney in Asia

721 Words Jul 19th, 2014 3 Pages
A. What cultural challenges are posed by Disney’s expansion into Asia?

Our text specifically talks bout Disney’s approach to challenges in several ways:
1. Language differences: At least three languages will be supported by consumer facing personnel.
2. Americanization is being de-emphasized, with Main Street USA being replaced by a special garden for picture taking.
3. On-premise menus have been adapted to local tastes.
4. In addition to these, Disney must address the typical US vs. China differences reviewed in our previous discussions about Trompenaar’s cultueral dimensions in both their employees and customers:
 Communitarianism (China) vs. Individualism (USA)
 Ascription (China) vs. Achievement (USA)
 Diffuse (China)
…show more content…
One major controversy was as the project was under consideration b y Beijing, Shanghai's Communist Party boss was implicated in a big corruption investigation. This put project approval at risk, and threatened to lengthen the approval process. Delays could have meant that the park would not open as planned, in time for the 2010 Worls Expo.
Schecules have dragged, and costs have escalated.
E. What are the risks and benefits of this project?

Risks: Failure could mean not only lost investment, but could also cause brand damage that could inhibit other international plans for Disney Parks. Success could mean that attendance at Disney’s Tokyo and Hong Kong ventures could be cannibalized.
Benefits: Getting this right could be a big feather in Disney’s cap, showing that they have learned their lessons with their previous international projects. Success could mean that the lessons learned could be applied to Tokyo, Hong Kopng, and Paris to improve their performance. Success could mean that Disney will find it easier to repeat the ‘rigeht recipe’ in furure international endeavors.

F. What location would you recommend for Disney’s next them park in Asia? Why?

I believe that Disney should continue to expand in Asia. Demographic considerations regarding population and income growth, existing tourism, positive attitude towards American influence, and regional habits regarding vacation & leisure would all be important. A suitable distance from Tokyo,

More about Disney in Asia