PESTEL Analysis of Disneyland
Introduction
The purpose of this assignment is to prepare as director of Disneyland Europe, two strategic scenarios for the next 5 years plan (2009-2014) for consideration by the board. Firstly will assume that the credit crunch is short- lived and that the European growth starts again in 2010-11. Secondly will assume that the credit crunch effect will get worse, combined with increasing prices in particular construction materials and fuel. It will provide recommendations and description on how Euro Disney will look at the end of 2014. Current economic circumstances will be addressed.
Strategic analysis
PESTEL Analysis
Political and Legal Economic Social.
The age of the population is increasing. (Office for national statistics). This is bad news for Euro Disney as it will mean a smaller target market.
Technological
New technology is very important to theme parks as it enables them to provide the attractions necessary for attracting customers. It can also be used to improve efficiency and queue waiting times. It is also important tin terms of competition, to be a world leading theme park- state of the art technology needs to be implemented.
Transactions for holidays are often made online. There are a number of computer viruses that enable criminals to steal the details of customers online. If this was to become e a major problem, customers would be discouraged from purchasing holidays to euro Disney online and methods of increasing security would need to be implemented
Environmental
In order to remain a reputable company Euro Disney must ensure it does not operate in a way that result s in damaging the environment. This would tarnish their image and create a bad image for the company. Despite green methods of business often being more costly, companies cannot afford in terms of legislation as well as public opinion to operate in environmentally unfriendly ways.
In terms of competition euro Disney is faring well and competing effectively.
Situation audit
The purpose of this assignment is to prepare as director of Disneyland Europe, two strategic scenarios for the next 5 years plan (2009-2014) for consideration by the board. Firstly will assume that the credit crunch is short- lived and that the European growth starts again in 2010-11. Secondly will assume that the credit crunch effect will get worse, combined with increasing prices in particular construction materials and fuel. It will provide recommendations and description on how Euro Disney will look at the end of 2014. Current economic circumstances will be addressed.
Strategic analysis
PESTEL Analysis
Political and Legal Economic Social.
The age of the population is increasing. (Office for national statistics). This is bad news for Euro Disney as it will mean a smaller target market.
Technological
New technology is very important to theme parks as it enables them to provide the attractions necessary for attracting customers. It can also be used to improve efficiency and queue waiting times. It is also important tin terms of competition, to be a world leading theme park- state of the art technology needs to be implemented.
Transactions for holidays are often made online. There are a number of computer viruses that enable criminals to steal the details of customers online. If this was to become e a major problem, customers would be discouraged from purchasing holidays to euro Disney online and methods of increasing security would need to be implemented
Environmental
In order to remain a reputable company Euro Disney must ensure it does not operate in a way that result s in damaging the environment. This would tarnish their image and create a bad image for the company. Despite green methods of business often being more costly, companies cannot afford in terms of legislation as well as public opinion to operate in environmentally unfriendly ways.
In terms of competition euro Disney is faring well and competing effectively.
Situation audit
References: Kotler, F., et al (2008) Principles of Marketing, England, published by Prentice Hall Needham, D., Grandfield, R., (2000) Business, England, Published by published by Prentice Hall Budworth, D., (2008) The credit crunch explained, Times Online, www. [Available] http://www.timesonline.co.uk/tol/money/reader_guides/article4530072.ece[accessed 18/12/2008] Disneyland Paris, www. [Available] http://corporate.disneylandparis.com/about-our-company/the-narrative-of-numbers/index.xhtml[accessed 20/12/2008] Disneyland Paris www.[Available] http://corporate.disneylandparis.com/about-our-company/interview-of-philippe-gas/index.xhtml[accessed 20/12/2008] Disneyland Paris www.[Available] http://corporate.disneylandparis.com/about-our-company/the-narrative-of-numbers/index.xhtml[accessed 20/12/2008] Griffin, J., (2008) Credit crunch means extra visitors for Drayton Manor Park, Mail.net, www. [Available] http://www.birminghammail.net/news/staffordshire-news/2008/08/14/credit-crunch-means-extra-visitors-for-drayton-manor-park-97319-21531776/[accessed 18/12/2008] Office for National Statistics (2008), Population Trends, www. [Available] http://www.statistics.gov.uk/downloads/theme_population/Population-Trends-134.pdf[accessed 18/12/2008]