Walt Disney Parks and Resorts

1956 Words Jul 13th, 2010 8 Pages
Walt Disney Co. faced the challenge of building a theme park in Europe. Disney 's mode of entry in Japan had been licensing. However, the firm chose direct investment in its European theme park, owning 49% with the remaining 51% held publicly.
Besides the mode of entry, another important element in Disney 's decision was exactly where in Europe to locate. There are many factors in the site selection decision, and a company carefully must define and evaluate the criteria for choosing a location.
Global marketing strategist considers the geographical scale, cultural differences, language, and overall perspective needs; more particular decision criterion should focus specifically on the country, type of industry, the company and the
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Disneyland in particular, the first park ever to construct rides, shows and attractions around separate themes–the themes of Walt Disney’s motion pictures (Wikipedia.com, 2007)–was constructed and dedicated by Walt Disney to those people who want to “relive memories of the past and [that]…youth may savor,” (Wikipedia.com, Disneyland, 2007). Disneyland itself was not just built to entertain young children, but also to give their parents a vacation in a place that they could remember from their pasts and relate to in a way for them to enjoy the experience. (Datamonitor, 2007, pg. 22).
Building by numbers
• • Bends in paths near entrances were designed, using advice from feng shui masters, to deter evil spirits. The park is filled with pools, lakes and water features, catering to the tradition that equates water with wealth and plenty

After many years, it was soon realized that the target market is not only young children, but often includes the decision makers. These are usually the parents that take their kids to the movies and buy the merchandise.
Disney’s reach is global, with theme parks in China, France, Japan, and all around the United States. They also have Disney stores across the globe selling Disney consumer products throughout the United States and also globally, both
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