Walt Disney Attractions
Walt Disney Attractions * Global Market Research
* * November 1, 2012 * Team 6
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Table of Contents
I. Introduction 1.1 The Purpose and Scope of the Study1 1.2 Executive Summary.1 1.3 Research Methodology1 II. Presentation of Key Data 2.1 Key Indicators for Analysis2 2.2 Key Indicator Data Tables4 2.3 Explanation of Data Tables5 III. Analysis of Data and Key Recommendation 3.1 Final Recommendation6 3.2 Conclusion7 IV. Student Feedback8
Appendix: References9
I. Introduction
1.1 The Purpose and Scope of the Study
This report was commissioned by Walt Disney Attractions and prepared by Acme Research. Its aim is to investigate, analyze and evaluate the commercial viability of three possible international expansion locations for Walt Disney Attractions (WDA). In 2013, WDA is considering growing its current operating activities by opening a sixth international theme park in England, Singapore or New Zealand and must ensure they choose the most financially sound investment opportunity.
The next section will provide an overall picture of this report’s purpose.
1.2 Executive Summary
Acme Research was asked by Disney executives to propose the best location for the next Disneyland theme park by recommending England, Singapore, or New Zealand. International Tourism Arrivals, Population, and the Human Development Index were used as the three indicators for researching each location’s commercial viability, conducted through secondary sources. While England fell second to New Zealand on HDI value, it succeeded both New Zealand and Singapore on Population and International Tourism Arrivals. Based on these findings, England was found to be the strongest candidate for WDA’s international expansion.
Pursuing this further, online databases were major sources of this report’s
* * November 1, 2012 * Team 6
-------------------------------------------------
Table of Contents
I. Introduction 1.1 The Purpose and Scope of the Study1 1.2 Executive Summary.1 1.3 Research Methodology1 II. Presentation of Key Data 2.1 Key Indicators for Analysis2 2.2 Key Indicator Data Tables4 2.3 Explanation of Data Tables5 III. Analysis of Data and Key Recommendation 3.1 Final Recommendation6 3.2 Conclusion7 IV. Student Feedback8
Appendix: References9
I. Introduction
1.1 The Purpose and Scope of the Study
This report was commissioned by Walt Disney Attractions and prepared by Acme Research. Its aim is to investigate, analyze and evaluate the commercial viability of three possible international expansion locations for Walt Disney Attractions (WDA). In 2013, WDA is considering growing its current operating activities by opening a sixth international theme park in England, Singapore or New Zealand and must ensure they choose the most financially sound investment opportunity.
The next section will provide an overall picture of this report’s purpose.
1.2 Executive Summary
Acme Research was asked by Disney executives to propose the best location for the next Disneyland theme park by recommending England, Singapore, or New Zealand. International Tourism Arrivals, Population, and the Human Development Index were used as the three indicators for researching each location’s commercial viability, conducted through secondary sources. While England fell second to New Zealand on HDI value, it succeeded both New Zealand and Singapore on Population and International Tourism Arrivals. Based on these findings, England was found to be the strongest candidate for WDA’s international expansion.
Pursuing this further, online databases were major sources of this report’s
References: Disneyland Paris. (2012, March 14) Economic and social impact study [press release]. Retrieved from http://corporate.disneylandparis.com/CORP/EN/Neutral/Images/ uk-2012-03-14-press-kit-economic-and-social-impact-study.pdf United Nations Development Program. (2012). Human development index (HDI). Human Development Reports: Indices & Data. Retrieved from http://hdr.undp.org/en/statistics/hdi/ United Nations Development Program. (2010). Human development and its contents. Human Development Reports. Retrieved from http://hdr.undp.org/en/media/HDR_2010_EN_Table1_reprint.pdf Vaux, R. (2010). Disney world compared to disneyland. USA Today. Retrieved October 21, 2012, from http://traveltips.usatoday.com/disney-world-compared-disneyland-11503.html Walt Disney . (2009). Retrieved October 19, 2012, from http://www.wdwmagic.com/walt-disney-world-history.htm World Bank. (2012). Data retrieved October 27, 2012, from World DataBank database. *