Disney Pest

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2.2.1. Political Factor
As Disney entered new international market, it increasingly faced with many challenges, such as Disney’s Hong Kong theme park had been delayed for two years, because of Kundun, a Disney movie about Dalai Lama that the Chinese government found objectionable. In all Disney international operations that need support from the local government, such as Euro Disney in Paris, the French government contributed greatly in this project. The French government invest billion in the project and gave the Disney tax relief’s on the cost of the goods sold accounts. And what the government hope is to improve local economy. The Disney company had set its attendance target at 11 million visitors in the first the year, but during the summer, attendance was above the projected rate.

2.2.2. Economic Factor
The global economies are related to the market capacity. Such as below the figure 2.2 shows that in 1991, the sales revenue of Disney theme park decreased due to decreased in travel caused by the war and compare to year of 1990 and 1992. Therefore, the economic depression could make it too expensive for tourist to buy the service and the products offered, so the recession led visitors to spend less money in its theme park.

Figures 2.2

2.2.3. Social Factor
The Disney Company’s main target groups are kids and family all over the world. So it provides a wide range of products and services to satisfy the customer’s needs and wants. As an international entertainment company that Disney needs to meet different of local cultural and lifestyle, For example, French people dine with wine at every meal, the Disney gave in on the issue of alcohol in the park, and making the wine available in its restaurant, which has brought more local French people to come to the Disney theme park.

2.2.4. Technological Factor
Technology is an increasingly important factor for any business in the world. The Disney Company started selling its...
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