Disney’s International Business
1. About Disneyland
I. Walt Disney Company
Walt Disney was a creative legend who transformed the way Americans spend their vacations. From his humble beginnings with the mouse he loved more than women, Disney turned his imagination into something tangible you can share with our family.
Disneyland was the first theme park designed and opened by Walt Disney on July 17, 1955 at California. Walt Disney received several requests from fans to see his California studio. After visiting some theme parks with his children, he realized the opportunity to create a theme park for his fans. Although he wanted to build the park adjacent to the ...view middle of the document...
Target customer: Disney mainly targets children and their families, it uses the multisegment targeting strategy which is when a firm chooses to serve two or more well-defined market segments. Disney intrigues people of all ages; whether it is a child, teen, or parent.
"You’re dead if you aim only for kids. Adults are only kids grown up, anyway." - Walt Disney
Mission: The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information
Global vision: The Walt Disney Company has continuously expanded their global market. Through their films, parks and resorts, consumer products, and media networks they have gained international recognisability.
II. Disney Parks and Resorts
History: When Walt Disney opened first Disneyland on July 17, 1955 at California, he created a unique destination built around storytelling and immersive experiences. Now it has grown into one of the world’s leading providers of family travel and leisure experiences.
Business: Walt Disney Parks and Resorts, also known as Disney Parks, is one of The Walt Disney Company's five major business segments. It is responsible for the conception, building, and managing of the company's theme parks and vacation resorts, as well as a variety of additional family-oriented leisure enterprises.
- Segment: Local as well as international tourists
- Targeting Group: High income group families
- Positioning: Amusement Park for children as well as adults
Walt Disney Parks and Resorts in the world:
Six world-class vacation destinations
1 Disneyland Resort
2 Walt Disney World Resort
3 Tokyo Disney Resort
4 Disneyland Paris
5 Hong Kong Disneyland Resort
6 Shanghai Disney Resort
Other Parks and Resorts
7 Aulani, a Disney Resort & Spa
8 Disney Vacation Club
9 Disney Cruise Line
10 Adventures by Disney
11 Walt Disney Imagineering
III. Disneyland Paris and Hong Kong Disneyland Resort
1. Disneyland Paris
Disney's second resort complex outside the United States, opened on April 12, 1992, as the Euro Disney Resort. It is the first to be owned and operated by Disney (through Euro Disney S.C.A.). The resort was designed specifically to follow the model established by Walt Disney World in Florida.
Area: 19 km2, encompassing:
- 2 theme parks, with 59 attractions
- 7 hotels collectively housing 5,800 rooms
- 1 shopping, dining, and entertainment complex
- 1 golf course
- Several additional recreational and entertainment venues
Visitor: With 14.2 million visits in 2014, Disneyland® Paris is the most visited tourist destination in Europe and the top tour operator in France in terms of number of clients.
2014 visitors’ breakdown
- 49% from France
- 16% from the UK
- 9% from Spain, 6% from Belgium and Luxembourg
- 6% from...