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International Business
The Case Study of Disneyland;
Comparison of Success of Tokyo Disneyland and Failure of Euro Disneyland
Contents
1. Disney theme parks
Introduction to Disney theme parks
Philosophy of Disney parks
Disney parks in the USA
Backgrounds for Internationalization of Disney parks
Tokyo Disneyland
Backgrounds for the foundation of Disneyland in Japan
Introduction to Tokyo Disneyland
Success factors of Tokyo Disneyland
Recent policies of Tokyo Disneyland
3. Euro Disneyland
Contracts of Euro Disney
Beginning of Euro Disney
Euro Disneyland localization strategy
The reason of difficulties over profitability
Management plan after the failure
4. Conclusion
1. Disney theme parks
1.1 Introduction to Disney theme parks
Disneyland is a theme park operated by the Walt Disney Parks and Resorts. Disneyland is deeply tied to…(생략)
1.2 Philosophy of Disney parks
1.3 Disney parks in the USA
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Disney parks would provide visitors magical experience that takes guests away from reality. Thus visitors cannot see any of the real building in Disney parks and no food from outside vendors is allowed in. All of the staffs, cars, stuffs except Disney characters move through the underground passages. Disney characters are prohibited to take off the masks all the time.
Moreover Disney parks have adopted the service philosophy of Walt Disney. There are 4 points; Needs, Wants, Stereotypes and Emotions which is also known as NWSE. The employees should meet the minimum requirements of their business. When they provide that extra optional level of service, they differentiate themselves and give people more reason to come back to them. Stereotypes require them to overcome negative impressions a customer might have of them or their business. Emotions are often more powerful than logic. (Wikipedia: Walt Disney Parks and Resorts).
1.3 Disney parks in the USA
`Figure 1: The annual atten
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