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STRATEGIC
Tokyo Disneyland is located near Tokyo, the center of Japan’s transportation network and near Narita airport. The convenient transportation helped Tokyo Disneyland to attract more visitors.
Despite common knowledge, Tokyo Disneyland was more a Japanese product than a perfect copy of the American style. The fact that a Japanese company owns Tokyo Disneyland caused the Tokyo Park to adhere almost perfectly to local regulations and customs. (Ancona, M11-13) Therefore, Tokyo Disneyland did not face all the issues that generally arise with other forms of international activities and entering the Japanese market was overall a smooth process. Japan was a potential market for Disneyland as the Japanese were aware about Disney characters and loved them. (Ancona, M1-16) Disneyland in Japan provided the experience of foreign travel without the usual time and cost (8/29 Slide-9). They had good division of labor as Oriental Land Company selected the site and made sure that the designs proposed by Disney adhered to the Japanese culture at the same time keeping it original. (8/29 Slide-10...
Walt Disney has brought two theme parks to life because of his imagination. He never stopped chasing his dreams, even if they seemed impossible. Walt Disney World came after Disneyland and it is located in Florida. Disney World is known to be the "most magical place on earth" and the place "where dreams come true". Many people haven't been to the park, so they might be skeptical of the "magic" that is held within. Walt Disney World is the "most magical place on earth" because of the rides, characters, shows, the electrical parade, Wishes Nighttime Spectacular, and the infinitely growing attractions.
Disneyland has inspired hundreds of books, articles in academic journals, and college classes dissecting its magic and evaluating its impact. Since Disneyland’s opening there has been evidence to suggest that the Disney Company is owed credit for creating not only the first, but the most successful theme park in history. Walt Disney created a niche in what was a dying industry leading to Disneyland’s success that is still observed today as the most popular and most recognizable park in the park entertainment industry. Although Disneyland was not the first amusement park, Walt Disney did perfect the idea of an amusement park and give birth to the first ever theme park which blossomed into the theme park industry. The influence Disneyland commands as the first theme park has impacted American pop culture, society, economics, marketing, entertainment and tourism by creating what has been called the “Disney effect” by author Margaret King, Director of the Center for Cultural Studies & Analysis. The impact the “Disney effect” has had on America has been argued between historians, economist, and
...ntinue to grow and flourish. People coming here from out of state, people coming here from out of country, and the growth of the economy all contribute to making Disney so profitable. One of the other major factors that could help to make Disney even bigger or send it spiraling downward from it’s pedestal in the clouds is being able to keep up with technology.
A basic of Disney theme parks is the Main Street USA zone. This section features highly in all of the parks, usually coming right after the entrance. Key services like Guest Relations are located in this section, inside the "City Hall" (HK Disney Source, 2014). There are a number of elements to the Main Street, USA exhibit, and these will be discussed along with the history of Main Street USA in this paper. In particular, how the different elements of Main Street USA work together are covered. The concept has proven to be long-lasting, even across cultures, because of its magical portrayal of idealized American life, which draws heavily on Walt Disney's own childhood experiences.
Disney failed to realize that while its strategy in Japan worked for Japan, its Japan strategy was not going to work in Paris. Disney decided to photo copy their operation and learned that was not acceptable. In 1992, several unforeseen issues arose that Disney was not prepared to handle. There were transatlantic airfare wars and currency movements that lead people to avoid traveling to Paris. Also, Disney was expecting a flocking of French people to visit the park; yet again basing their assumptions on the performance of the Japanese park (Cateora & Graham, 2007).
In the recent times, another castle which has come to the limelight in California is Universal Studios Hollywood, which has risen in heaps and bounds and is currently poised to threaten the position and the royalty of Disneyland as the premier theme park.
The first theme park opening in 1955 was Disneyland in California. After one full year of construction demands and a total investment of $17 million the Six thousands invitations to the grand opening had been mailed inviting people to experience the magic Disney had created but when the gates opened the Disneyland was far from magical. Workmen were still planting trees, the paint was still wet and the asphalt wasn’t set. The food stalls and restaurants ran out of food due to the high number of people because of counterfeit tickets being sold. Walt Disney didn’t know didn’t know what was going on because his attention was on the live broadcast. The rides broke down shortly after use. When Walt Disney World opened in 1971 the
Sparked Walt Disney World in Florida in 1971, Tokyo Disney Resort in Japan in 1983, Euro Disney in Paris in 1992, Hong Kong Disneyland Resort in 2005 and finally Shanghai Disneyland Resort, which is opening in June 2016 (Dehrer). Walt Disney hosted the opening of Disneyland in June 17, 1955 even with all the chaos he managed to give one last sliver of hope to those yet to experience the magic of it all “ To all who come to this happy place: Welcome. Disneyland is your land. Here age relives fond memories of the past, and here youth may savor the challenge and promise of the future. Disneyland is dedicated to the ideals, the dreams, and the hard facts that have created America, with the hope that it will be a source of joy and inspiration to all the world.” (Bryman
When it first opened, there was moderate controversy over the lack of African American employees. Since 1963, civil rights activists have pressured Disneyland to hire people of different races to make the park more diverse. Back then Disneyland had a number of temporary rides and shows that passed through rather quickly. This was because the park only had about half the number of attractions it has now. When Disneyland first opened guests were charged separately for admission to the park and attraction tickets. According to the website mouseplanet accessed on November 16 2015, “Adults could get into the park for $1 and rides cost between 10-30 cents.” Since its opening, Disneyland has undergone a number of expansions and major renovations. This includes the addition of New Orleans Square in 1966, Bear Country in 1972, and Mickey's Toontown in 1993. As stated in the article Then and Now on the pbs website accessed on November 16 2015, “Tickets to enter the park now cost around $85.00.” Since the opening the park has restored many classic attractions such as Space Mountain, Jungle Cruise, and the Haunted
The Walt Disney Company, known generally as Disney, is an american entertainment conglomerate located in Burbank, California. In terms of revenue, it's the second largest media conglomerate behind the cable giant, Comcast.
Disney’s last days were in December of 1966. But ten years before Disney died, Disneyland in Anaheim, California, opened on July 17, 1955. On December 15, 1966, Walter Elias Disney died; he died as a result of lung cancer from smoking. Five years after Walt’s death, Walt Disney World opened in Orlando, Florida, on October 1, 1971, and following Orlando’s opening, places from all around the world started to open their own Disneyland’s and Disney Worlds. On April 5, 1983, the Disneyland in Tokyo, Japan, opened, and in the same year Disney Channel first aired on April eighteenth. Disneyland in Paris was the last Disney-themed amusement park to open on April 12, 1992. In conclusion, Walt Disney was a man who made everyone’s dreams come true with his great innovations and contributions to America. (anb.org; Beveridge, Mary; anb.org; Simon, 43)
Children and adults crave for the magical experiences Disney has to offer. Always something new, continuous theming, and attention to detail are all essential components that make Disney. Everyone knows the reason people keep coming back to Disney is due to all the new attractions they have yearly. Whether it is a different concert, ride, or show Disney is always trying to bring new attractions to their parks. Looking at the rides at Disney parks, they are like most theme parks, besides the fact that each ride at Disney has a theme linked to a Disney show or character. Other theme parks ' rides have different names; however, Disney does not just put a picture on the ride, they link the ride to a specific theme. The theme continues from the entrance of the ride to when the individual exits the ride. Detail, is also, a major component within Disney. Walking into a Disney theme park, you would recognize how much time and effort they put into the detail. "Even the street signs on Disney properties pay attention to detail. They are rabbit ears with arrows on them." Creativity in detail is a major part of the innovation success at
But the Disney theme park located just outside Paris did not consider several managerial issues as well as consumer preferences. Walt Disney found Chinese population very lucrative and wanted to open a theme park somewhere around China. After two American parks and one Japanese park, they wanted to avail of the Chinese market which was previously unexplored. Disneyland, after initial talks with Hong Kong government, eliminated any other possibility of majority ownership so that they could invest on management and fees of franchise from their first-cut profits. Finally, Walt Disney had a management team of long experience of dealing with almost all the large and developed markets around the world. With the unparalleled resources and capital they already had, they could easily conduct proper market research before diving into the market in Hong
The second I stepped foot onto the amusement park’s property, I could feel the magic swirling all around me. As I walked through the crowds of people young and old wearing Disney apparel and Mickey Mouse ears, everything seemed so enchanting: the cheerful music, the twinkly lights on all of the buildings, and the stores that could have been from my favorite Disney movies. Walking along the streets, I took pictures of everything around me because I did not want to forget a single detail; I took pictures of the vibrant yellow, red, and pink flowers that lined the streets, the buildings with intricate details and designs, and the massive roller coasters that glided so swiftly on their tracks. The air was filled with heavenly scents of sweet churros, and I had to get one; it was delectable. Everything at Disneyland seemed perfect and like it was out of a movie. Even as I was about to leave, I got drawn back in; spectacular, bright, colorful fireworks started bursting right over my head, and I could not bring myself to go. My first visit to Disneyland was truly enchanting and magical. At the time I thought no other vacation could
Most successful firms spend millions on building a strong brand image. Disney must continue to expand the brand at every opportunity and keep the focus on its image. The creative energy of Walt Disney himself must exist throughout the organization. Disney can’t afford to lose its “magic” as the stakes are too high. So far, Disney is a textbook example of marketing genius. The mantra “Think local, act global” is a winning strategy for Disney since their product has a market all over the world. Everyone loves being entertained and escaping to a fantasy world every now and then.