In A Narrative Format Discuss The Key Facts And Critical

Decent Essays

In a narrative format discuss the key facts and critical issues presented in the case.
The key facts presented in the ?Walt Disney Around the Globe? case study presented by Ferrell, Hurt, & Ferrell, 2009, discussed expansion and more specifically globalization expansion into international markets. The key facts presented were the history of The Walt Disney Company. Disneyland first opened in 1955 in Anaheim, California with a second location opening in Orlando, Florida in 1971, and the barriers and issues faced when opening international Disneyland theme parks. After enjoying the American successful ventures the company looked to global expansion to build on their brand image. Brand image is the image of the product of the company and …show more content…

What are the cultural problems that Walt Disney Company has faced in opening theme parks outside the U.S.?
The cultural problems faced by Walt Disney Company when opening theme parks outside the United States were events, cuisine, and trends, as well as country identity and local labor markets. An article by Spencer, 1995, identified several problems incurred by Walt Disney World in opening Euro Disney including spending habits, miscalculations of quality and design standards, and failure to capitalize on key opportunities that could have been had had they researched more deeply the vacationing habits of Europeans, the seasonal differences to their other locations, political issues such as environmental impacts and foreign national pride, market integration by adapting products to the needs and customs of the foreign nation. ?Disney alienated most of France by imposing intact its American standards of dress, behavior, and morality on the operations of its French-based park (Laitamaki 1994)?(Spencer, 1995).
Spencer, 2009, summarized the early failure of Euro Disney to four trends: European real disposable income per capita, vacation patterns and habits, oil prices, and cultural hostility. As pointed out by our text, new attractions, lower prices, a name change to Disneyland Paris, and a massive marketing campaign has turned the problems around. (Ferrell, Hirt, & Ferrell, 2009)

Ferrell, O., Hirt, G., & Ferrell, L. (2009). Business in a Changing World. (7th ed.).

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