Walt Disney Parks and Resorts
Executive Summary
Walt Disney is an international company founded in 1923 by brothers Roy and Walt Disney. The corporate headquarters and primary production facilities are located at The Walt Disney Studios in Burbank, California, the area where Disney was initially created. Today Disney is one of the largest and most reputable companies in the film and entertainment industry earning $43 billion in revenues in 2007. Walt Disney Company earns revenues in four strategic areas including consumer products (9.6%), media networks (38.4%), studio entertainment (26.4%) and parks and resorts (29%).
As a major player in the film and entertainment industry Disney is affected by the growing trends in leisure activities. In recent decades consumers have chosen to spend more of their time and money on vacation and pleasurable activities. Currently Disney has several customers from Generation X who are family oriented and interested in the products that Disney offers. The initial target market for Disney were children under 12, but with the importance of decision makers the market expanded. Now not only do children love Disney, their parents do too.
Disney must compete on many stages due to its product breadth. In the film and television industry intense competition exists among well-established rivals. In other segments of Disney’s revenues, parks and resorts, they remain the market leader. However, despite it’s domination in the theme parks and resorts area, Disney faced several problems entering the European theme park market.
This case analysis reviews the eight factors that led Disney theme parks to be so successful in America and how they differ in comparison with Euro Disneyland. The eight key success factors that contribute to Disney’s position as market leader are: originality of concept, geographic location, integrated services, international expansion, innovation, partnerships, yield management and B2B marketing.
The originality of concept was unique to
Walt Disney is an international company founded in 1923 by brothers Roy and Walt Disney. The corporate headquarters and primary production facilities are located at The Walt Disney Studios in Burbank, California, the area where Disney was initially created. Today Disney is one of the largest and most reputable companies in the film and entertainment industry earning $43 billion in revenues in 2007. Walt Disney Company earns revenues in four strategic areas including consumer products (9.6%), media networks (38.4%), studio entertainment (26.4%) and parks and resorts (29%).
As a major player in the film and entertainment industry Disney is affected by the growing trends in leisure activities. In recent decades consumers have chosen to spend more of their time and money on vacation and pleasurable activities. Currently Disney has several customers from Generation X who are family oriented and interested in the products that Disney offers. The initial target market for Disney were children under 12, but with the importance of decision makers the market expanded. Now not only do children love Disney, their parents do too.
Disney must compete on many stages due to its product breadth. In the film and television industry intense competition exists among well-established rivals. In other segments of Disney’s revenues, parks and resorts, they remain the market leader. However, despite it’s domination in the theme parks and resorts area, Disney faced several problems entering the European theme park market.
This case analysis reviews the eight factors that led Disney theme parks to be so successful in America and how they differ in comparison with Euro Disneyland. The eight key success factors that contribute to Disney’s position as market leader are: originality of concept, geographic location, integrated services, international expansion, innovation, partnerships, yield management and B2B marketing.
The originality of concept was unique to