Walt Disney Parks and Resorts

3974 Words Oct 8th, 2012 16 Pages
http://www.blurtit.com/q200168.html http://www.blurtit.com/q200168.html Disney Theme Park to India

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
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Social Analysis

The Indian society is divided into three classes: lower class, middle class and upper class (Driver and Driver, 1987). According to Beteille (2001, cited in Mawdsley, 2004), the economy driver, as well as the major consumer group in India is the middle class, which is driving the economy towards success and development. Furthermore, referred to Misra (1961), the number of the middle class has been increased explosively during the last decade and the characteristic in India is its diversity in terms of language, religion and caste. In other words, India has the most diversity of middle class in the world through calculation (ibid). To the constraints on growth and distribution of wealthy part, firstly, the faster agricultural development can raise the overall rate of growth. Secondly, the distribution of income in industry and agriculture can affect the growth rate through its effect on demand and consequent have effect on industrial investment (Dutt and Rao, 1996).

As mentioned by the table in the American Marketing Association (2006), India has higher COL (collectivism) scores, PDI (power distance) scores and LTO (long-term orientation) scores as well as MAS (lower masculinity index) scores and UAV (uncertainty avoidance index) scores than the United States, which

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