Preview

Case Study Cultural Considerations of Shanghai Disneyland

Powerful Essays
Open Document
Open Document
1725 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Case Study Cultural Considerations of Shanghai Disneyland
Cultural Considerations of the Opening of Shanghai Disneyland

Case Study
Assignment 2

Course Coordinator –
IBS210 – The Principals of International Business
Tutorial –
Student –

Due Date – 22 April, 2013
Word Count – 1031 words (excluding references)

Cultural Considerations of the Opening of Shanghai Disney

Shanghai Disneyland resort opening 2015 will have the biggest and tallest Cinderella castle in the world. The key players are the Chinese government, Disney, Shanghai Shendi Group and Mike Crawford, with the key event being the Chinese governments approval in 2009. The political, social considerations, education and economic environments are then explained. The context approach and dimensional approach are used to discuss the cultural considerations. The case will go on to discuss that while there are no current implications affecting the domestic and international business, it will tell of how Disney will benefit the Chinese economy, through growth in income, employment etc. It is recommended that Disney improve the cultural considerations through character costumes, food and by broadening their target market.

The essay will look at the case of Shanghai Disneyland and discuss key players. Events and discuss case context through an international context. It will continue to determine the case issues and the relevant theories used to develop solutions to understanding the cross-cultural understandings of culture. The essay will then show the implementations that domestic and international businesses face that operate within the theme park industry, and give recommendations to improve the cross-cultural understandings.

The Article looks at Disneyland opening in Shanghai in 2015 thanks to the Chinese governments approval on November 4, 2009 (Rapoza, 2013). The resort will compromise of two Disney hotels, 46,000 square meters for retail, dinning, entertainment venues, recreational facilities, a lake, parking and transport hubs (Rapoza, 2013).


References: Rapoza K, 2013, ‘Shanghai to Open 2015’, Forbes.com <http://www.forbes.com/sites/kenrapoza/2013/03/08/shanghai-disney-to-open-2015/> Yang L, 2012, ‘Shangahi refuses to comment on Disney’, Politics, South China Morning http://www.scmp.com/article/575292/shanghai-refuses-comment-disney Zhu L & Xu D, 2010, ‘Marketing Strategic Change in Expansion of Disneyland’, jonkoping international business school, pdf, <portal.org/smash/get/diva2:369516/FULLTEXT01>
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Analyse the marketing decisions within a travel and tourism organisation in relation to the marketing mix influencing factors.
    • 718 Words
    • 3 Pages

    Analyse the marketing decisions within a travel and tourism organisation in relation to the marketing mix influencing factors.

    In order for Disneyland Paris to keep running successfully, it has to look at the main factors that can affect its business. The main factors should be analysed by the developing company to be more aware of how to manage their target market. Disneyland Paris has many target markets which the main one is “Disney family” so they need to think through what kind of products that they have to offer to this type of customers and how they’re going to market it. This type of customers “Disney family” is a really important because it’s such a large target market and so therefore the market team needs to be more aware of how they’re going to take advantage of this large market.…

    • 718 Words
    • 3 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    What Was The Walt Disney's Cultural Problem
    • 161 Words
    • 1 Page

    What Was The Walt Disney's Cultural Problem

    The Walt Disney Company were faced with cultural problems in opening theme parks outside the U.S. They wanted Mickey Mouse to grow international bounds in their foreign theme parks. The other countries did not want the American icon Mickey Mouse as a representation of their culture. They had to develop new attractions, lower admission prices and a massive marketing campaign to increase attendance. Disney had to learn and understand culture in the countries so it can appear universal, events, trends, and cuisine was their expressing their message. They had to understand the culture such as the fourth floor was passed over at all hotels because of a culture belief that the number four was bad luck in Hong Kong. One of the Disneyland ballroom…

    • 161 Words
    • 1 Page
    Satisfactory Essays
    Read More
  • Powerful Essays

    Arena Football in a Disneyized World
    • 2499 Words
    • 10 Pages

    Arena Football in a Disneyized World

    Ever since the beginning of the 1970s, Disney World has become an influential blueprint that many companies have used do business in society. Disney World has many different techniques and ideas that have allowed them to produce maximum gain in all facets of society. This is known as ‘Disneyization, ' "the process by which the principles of the Disney theme parks are coming to dominate more and more sectors of American society as well as the rest of the world" (Bryman, 1999, p. 26). Disneyization is broken up into five separate principles: spectacularization, theming, dedifferentiation of consumption, merchandising, and emotional labor. These principles have been adopted by companies all around the world and have been thrown into full practice today in our society.…

    • 2499 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Socio-Cultural Problems Faced by Disney Walt in Overseas Markets
    • 332 Words
    • 2 Pages

    Socio-Cultural Problems Faced by Disney Walt in Overseas Markets

    Disney Walt must realize that venturing into the Chinese market means that they are moving from a modernized culture to tradition-based culture of the Asian community. Therefore studying the market differences in cultural desires of these two groups would positively impact on their marketing success in China.…

    • 332 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Disney Asia
    • 386 Words
    • 2 Pages

    Disney Asia

    Disney’s parks first and foremost promote Disney characters and themes. Visitors to the parks want to experience the Magical Kingdom. In Asia, Disney has encouraged acceptance and desire for all things Disney by exposing the population to its characters, films, and other products over time. This type of strategy facilitates the company’s efforts to then market its theme parks and reduces the need to customize its products and services. Disney does adapt some aspects of its park to meet the needs of locals, but is committed to standardizing other elements across cultures.…

    • 386 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Why Is Walt Disney An American Icon
    • 802 Words
    • 4 Pages

    Why Is Walt Disney An American Icon

    They are going to have to pay close attention to cultural and social variances in different global markets such as China. Since Disney has learned with the mistakes they made with France and Hong Kong, they can be sure not to make those same mistakes. They will need to first plan ahead on the culture they are following, price depending on economic factors, and also familiarize with the people around to see what they like and what it is they want to see. A global business’s decision to make a foreign investment is contingent upon economic and political factors (Matuaizt, 2011). Disney must factor all of this before opening in China.…

    • 802 Words
    • 4 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    History of Disneyland
    • 554 Words
    • 3 Pages

    History of Disneyland

    Disneyland is a place with a lot of wonderful stories. Therefore the history of Disneyland is an epic story. One very fine day, Walt Disney the founder of Disneyland had an objective that he would really like to accomplish. It was about making his imagination came true to live. His imagination was to build a land where people of all ages could have fun together, his is plan was to build Disneyland. The first plan was on the 8 acres land opposite the Burbank studios. But due to the World War 2 the plans had to stop for some time. But the war gave Walt an advantage of coming up with new ideas. So after the war ended Walt started with the creation of Disneyland, then the construction started on 21st July 1954 and then it was all ready on 17th July 1955 revealed by a special televised press preview. Disney had experience bad times after the special televised press preview. The preview was terrible and it was later given a name ‘Black Sunday’ but then is became a big blast in the first year operation. Unfortunately, on 15th December 1966 Walt Disney was passed away by lung cancer in Burbank, California. After he died, his brother Roy Disney took over the whole Disney company. After several years of Disneyland opened, there were few expansion that happened in Disneyland which were included the expansion of New Orleans Square in the year 1966, Bear Country which is the Critter Country today in the year 1972, and Mickey's Toontown in the year 1993.…

    • 554 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Disney: Losing Magic in the Middle Kingdom
    • 16122 Words
    • 65 Pages

    Disney: Losing Magic in the Middle Kingdom

    Landreth, J. (31 August 2005) “Hong Kong Disneyland Opens with Wealth of Challenges—Mouse Meets Mao”, Hollywood…

    • 16122 Words
    • 65 Pages
    Powerful Essays
    Read More
  • Good Essays

    The Walt Disney Company
    • 985 Words
    • 4 Pages

    The Walt Disney Company

    The culture of the Walt Disney Company can be described as unique in several ways, and it shows how Disney has been able to succeed. First, the employees are not considered employees, but rather as “cast members”, and any visitors to their studios and parks are considered as “guests”. There are six main values that makes Disney stand out; 1) innovation, 2) quality, 3) community, 4) storytelling, 5) optimism, and 6) decency (Culture, n.d.). Along with the culture making the Disney Company successful, the company’s ability to communicate also helps to make the successful.…

    • 985 Words
    • 4 Pages
    Good Essays
    Read More
  • Better Essays

    Disney in Tokyo and Paris
    • 1231 Words
    • 5 Pages

    Disney in Tokyo and Paris

    When opening a business in an international realm, one must examine many factors including cultural differences and geographical locations. When opening a business in a foreign nation, one must examine the need for the product being offered, the acceptance of the product into the culture, and the most effective means of advertising. Disney opened its doors in Japan with much success; much of the success can be attributed to the Japanese culture being very fond of Disney characters. Disney decided to take the same methodology to Paris to open its new park in 1992, EuroDisney (Cateora & Graham, 2007).…

    • 1231 Words
    • 5 Pages
    Better Essays
    Read More
  • Powerful Essays

    Marketing Plan for Hong Kong Disneyland
    • 9123 Words
    • 37 Pages

    Marketing Plan for Hong Kong Disneyland

    The main objective of this report is to provide a strategy that will enable Hong Kong Disneyland to enhance its competitiveness in the Hong Kong market. In this manner, the report provides the issues that affects the performance of Hong Kong Disneyland and provides the perceived solutions to ensure that the company is on track of achieving the goal of being competitive. In order to find a better solution for these issues, analysis of the company, through the use of different marketing tools has been conducted. For example, to analyze the internal environment of Hong Kong…

    • 9123 Words
    • 37 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Marketing Case Study - Disneyland Hong Kong
    • 1118 Words
    • 3 Pages

    Marketing Case Study - Disneyland Hong Kong

    The venture into Hong Kong by Walt Disney was a simple example of a large successful western company not doing its homework. The case presents a clear picture of the importance of understanding a foreign market thoroughly before doing business there. Several factors led to an unsuccessful first year of operations and a majority of these factors could have been avoided with a better cultural understanding in the planning stages. One of the culture differences that was obvious to Disney was the fact that the children are not familiar with the Disney characters. Disney has established its brand and is a marketing poster child in the United States, however this advantage goes out the window in a country such as china that has sheltered itself from the outside world until recently. Disney thought that making a meager attempt at introducing the characters before the launch of the park would help, however familiarity isn’t synonymous with brand attachment. As listed in Global Marketing Management by Kotable & Helson, “Cultural Distance” is one of the six external criteria for choosing a mode of entry into a foreign territory, which was not accounted for by Disney. Cultural distance also recognizes the fact that different cultures have different expectations. This was also the case with China. As stated in the case, “for the tourists of Mainland China, going to Hong Kong means a shopping experience, and so they choose the cheaper alternative to Hong Kong Disneyland…” The case goes on to allude to the fact that the culture in China is one about dollars and cents – when a Chinese person spends his/her money, they are more interested in what they are physically getting. This is very…

    • 1118 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    BRAND of hk disneyland
    • 7340 Words
    • 26 Pages

    BRAND of hk disneyland

    Introduction, Brand equity P.2 Brand equity Brand image P.3 CBBE Pyramid salience,Performance and imagery dimensions P.4-5 CBBE Pyramid - judgement and feelings dimensions P.5-6 CBBE Pyramid - resonance dimensions Brand Product Matrix P.6 7Ps P.7-9 Concusion P.9 Reference List P.10 Introduction Hong Kong Disneyland had been run 8 years from 2005 to now. Its different from other Disneyland, because Hong Kong Disneyland is founded by the corporate of Hong Kong government and Walt Disney Company, Hong Kong government own 52 and Walt Disney own 48 stocks. According to their website (Hong Kong Disneyland), vision of Hong Kong Disneyland is to be the main resort destination in Asia, to bring the magical memories to the guest. Thus, there mission is delivers a world-class experience through creativity, build the happiness feeling reside on the guests mind. They target all ages guest especially the kids with there parent. So, Im going to analyze this brand, to found out how and is or isnt it met their mission and vision. Brand development decisions After analyze their Annual Business Review 2013 (ABR2013), I found that there net profit in 2013 is the double of 2012, about 242 millions. In the past, Disneyland is always lost money from 2005 to 2011. (SCMP) According to the brand strategy model (Riezebos, 2003), Hong Kong Disneyland is using the Winning strategy and Added Value strategy to growth there profit and brand equity. Brand Equity of Hong Kong Disneyland Walt Disney is an already well know world-class corporate, Disneyland is one of there business. Presumably, Hong Kong every one and many foreign knows that who is Disneyland and what about Disneyland. It had reflected that they have strong brand recognition of their brand. They had used the free Disneyland umbrella gift to…

    • 7340 Words
    • 26 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Swot of Hong Kong Disneyland
    • 507 Words
    • 3 Pages

    Swot of Hong Kong Disneyland

    Hong Kong Disneyland's advantages: 1. Hong Kong has advantages such as geography, population, adjacent to the largest market in the world. Within 5 hours flying time, covering half of the world's population. 2. well-known brand--Magic Kingdom of Walt Disney World cultural genius lies in its culture around the world to be "United States-processing". Classical inheritance of the culture has a strong sense of self-ability, Disney have cultural capture world of classical culture that last forever tree body, to fight the United States fashion the essence of "production" rather than "writing" mode to bulk sales of 3. Advanced technology and management philosophy of "SCSE" charm at Disney University, is the most typical dialogue exercises training new employees: Instructor: "we all know that McDonald's hamburgers. What did Walt Disney production? " New employee: "Disney to bring joy to people!" "Happy" Disney whether or not it is located in what part of the world, is pursuing a "SCSE" business philosophy, safe (safe), polite (civility), performance (show), efficiency (efficiency). Disney connotation to it: to ensure our guests comfort and safety; our staff polite; ensure that our performances are full of magic; guarantees our business with high efficiency. 4. the Romans do, positive Park localization. Disneyland after transplanted to Hong Kong attach great importance to the Feng Shui layout. Regardless of is paradise entry, also is small to a spent a grass, and a tree a wood, are after Feng Shui Division carefully planning; Disney Company more in Park within Hotel ad hoc a to "five" for theme of "Feng Shui in the restaurant", not only in restaurant layout joined "gold, and wood, and water, and fire, and soil" elements, even meal single also to "five" for theme. Disadvantage: cultural differences; Preparation for 6 years of opening of Hong Kong Disneyland on September 12. Back in 1999, in the face of financial crisis, economic downturn, high unemployment rate in…

    • 507 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Disney's Move Into Asia
    • 306 Words
    • 2 Pages

    Disney's Move Into Asia

    The desire of a Disneyland company to expand overseas is becoming high and high, but unfortunately most of the times their plan becomes lack effective. From the year of 2005 to present, Disneyland of Paris started to realize some negative changes in their profit margin because of poor managerial operations of new management executives as they carried out some bad and weak previous procedures. Basically, cultural literacy and determining the types of strategy plays a crucial role for a company which intends to enter into foreign market. So it would be easy for them to enter and their long term sustainability to make some good profits.…

    • 306 Words
    • 2 Pages
    Satisfactory Essays
    Read More

Related Topics