Disney

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Assignment Cover Sheet
Submitted by: Date Sent: Module Title: Module Code: Date/Year of Module: Submission Deadline: Word Count: Number of Pages: 1267005 Dec 16, 2012 Economics of the Business Environment IB9710 2012 - 2013 12:30, 17 December, 2012 2533 20

Question: Understand Disney Parks and Resorts Business from Economics Point of View

Understand Disney Parks and Resorts Business From Economics Point of View

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“This is to certify that the work I am submitting is my own. All external references and sources are clearly acknowledged and identified within the contents. I am aware of the University of Warwick regulation concerning plagiarism and collusion. No substantial part(s) of the work submitted here has also been submitted by me in other assessments for accredited courses of study, and I acknowledge that if this has been done an appropriate reduction in the mark I might otherwise have received will be made.”

Understand Disney Parks and Resorts Business From Economics Point of View

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Table of Contents
Assignment Cover Sheet .................................................................................................................... 1

Executive Summary ……………………………………………………………………………………………………………………………….……4 1. 2. 3. Introduction................................................................................................................................... 5 Vulnerability of the Firm ................................................................................................................. 6 Market Exposure ............................................................................................................................ 7 3.1 3.2 3.3 4. Market Structure and Competition........................................................................................... 7 Theme Park Industry Trend ...................................................................................................... 8 Seasonality of Theme Park Industry .......................................................................................... 8

Macro Economic Exposure .............................................................................................................. 8 4.1 4.2 4.3 GDP Development and Economy Downturn Impact on Theme Parks .......................................... 8 Exchange Rate and Disney Overseas Business ......................................................................... 11 Government Policy during Downturn and its Impact................................................................ 12

5. 6.

Non Economic Macro Exposure ..................................................................................................... 12 Protection.................................................................................................................................... 13 6.1 6.2 6.3 Brand Differentiation and Price Position ................................................................................. 13 Initiatives during Downturn Period ......................................................................................... 13 Consumer Loyalty Program .................................................................................................... 14

7. 8. 9.

Conclusion................................................................................................................................... 15 Reference .................................................................................................................................... 16 Appendix ..................................................................................................................................... 18

Understand Disney Parks and Resorts Business From Economics Point of View

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Executive Summary
The Walt Disney Company (hereinafter refer to as Disney) is well known as the “King of the entertainment industry” with...
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