Disney thai

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Disney thai

  1. 1. Disney Thailand Elise Beis - Sarah Fresen - Tanop Tananuchuttukul - AJ Tarbuck - Jonathan Wong - Dale Zaidi
  2. 2. Company Background <ul><li>The Walt Disney Co. was founded in 1923 </li></ul><ul><ul><li>Disneyland in 1952  </li></ul></ul><ul><li>Leading diversified international family entertainment and media enterprise </li></ul><ul><li>Disneyland under parks and resorts segment </li></ul><ul><li>Now grown world-wide: 5 resorts with 11 theme parks on 3 continents </li></ul>
  3. 3. Corporate Structure <ul><li>Current CEO – Robert A. Iger </li></ul><ul><li>International Divisional Structure </li></ul><ul><li>Four divisions: </li></ul><ul><ul><li>media networks </li></ul></ul><ul><ul><li>parks and resorts </li></ul></ul><ul><ul><li>studio entertainment </li></ul></ul><ul><ul><li>consumer products </li></ul></ul><ul><li>Management Positions </li></ul><ul><ul><li>Board of Directors </li></ul></ul><ul><ul><li>Senior Executive Managers </li></ul></ul><ul><ul><li>Division Executives </li></ul></ul>
  4. 5. Target Market <ul><li>Primary Target Market: Nuclear Families that have children between ages 4-13. </li></ul><ul><li>Secondary Target Market: 13 years old and older that can ride thrill rides in the park. </li></ul>
  5. 6. Entry Strategy <ul><li>FDI – Merger. </li></ul><ul><li>Lower Cost & Risk. </li></ul><ul><li>Current situation in Thailand: High bureaucracy system & government corruption. Complex political issues. In need of the local to understand system. </li></ul><ul><li>Hard to understand the consumer behavior and econ. Environment </li></ul><ul><li>Language Barrier – Thai </li></ul>
  6. 7. Entry Strategy <ul><li>Corporate Partner: Dream World. </li></ul><ul><ul><li>Monopoly operator of theme park in Thailand. </li></ul></ul><ul><ul><li>The other theme park “Dan Neramit” – Magic Land, ran out of business in 2000. </li></ul></ul><ul><ul><li>Currently in the maturity stage, in need of “product life cycle extension strategy” </li></ul></ul><ul><ul><li>Location: Rangsit (suburb of Bangkok) </li></ul></ul><ul><ul><ul><li>Proximity to Bangkok. </li></ul></ul></ul><ul><ul><ul><li>Public transportation available from downtown Bangkok (Both train and bus) </li></ul></ul></ul><ul><ul><ul><li>High possibility of expansion: cheap land. </li></ul></ul></ul><ul><ul><ul><li>Becoming the “new city” – 3 major universities in the area campus: Thammasat University – Rangsit Campus, Bangkok University – Rangsit Campus, Rangsit University </li></ul></ul></ul>
  7. 8. Distribution <ul><li>Similar to Hong Kong layout </li></ul><ul><ul><li>4 parks </li></ul></ul><ul><ul><ul><li>Main Street U.S.A </li></ul></ul></ul><ul><ul><ul><li>Fantasyland </li></ul></ul></ul><ul><ul><ul><li>Adventureland </li></ul></ul></ul><ul><ul><ul><li>Tomorrowland </li></ul></ul></ul><ul><ul><ul><li>Room for expansion </li></ul></ul></ul>
  8. 10. Product Attributes <ul><li>Hotels </li></ul><ul><ul><li>Disney themed hotels </li></ul></ul><ul><ul><ul><li>Owned by Disney Company </li></ul></ul></ul><ul><ul><ul><li>2 Hotels Initially </li></ul></ul></ul><ul><ul><ul><li>Included: restaurants, activities: pools, gym, spa </li></ul></ul></ul><ul><ul><li>With expansion </li></ul></ul><ul><ul><ul><li>Allow for outside chains </li></ul></ul></ul><ul><li>Consumer products </li></ul><ul><ul><li>Toys, games, apparel, accessories, etc </li></ul></ul><ul><ul><li>Sold in stores through out park </li></ul></ul><ul><ul><li>Imported from China and Vietnam </li></ul></ul><ul><li>Restaurants </li></ul><ul><ul><li>Thai and American food </li></ul></ul>
  9. 11. Distribution <ul><li>American made blueprints </li></ul><ul><li>Target capacity: 34,000 </li></ul><ul><li>Thai labor and materials </li></ul><ul><ul><li>Limited imports </li></ul></ul><ul><li>Reach out to community </li></ul><ul><li>Transportation </li></ul><ul><ul><li>Car (large parking lot) </li></ul></ul><ul><ul><li>Train (shuttle to park) </li></ul></ul><ul><ul><li>Shuttles (from/to hotel) </li></ul></ul>
  10. 12. Monetary System <ul><li>1 Thai baht = .031065 USD </li></ul><ul><li>1 USD = 32.19 Thai baht </li></ul><ul><li>Minimum Daily Wage = 203 baht </li></ul>
  11. 13. Pricing <ul><li>One-day Adult Fare </li></ul><ul><ul><li>USA (California): $72 </li></ul></ul><ul><ul><li>Paris: $74 </li></ul></ul><ul><ul><li>Japan: $62.20 </li></ul></ul><ul><ul><li>Hong Kong: $45.63 </li></ul></ul><ul><li>Thailand- $35 </li></ul><ul><ul><li>Lower average income than other countries </li></ul></ul><ul><ul><li>Lower cost of materials </li></ul></ul>
  12. 14. Marketing Strategy <ul><li>Product Adaptation </li></ul><ul><ul><li>Incorporate Thailand themes to park </li></ul></ul><ul><ul><li>Dining menus according to lifestyle and culture </li></ul></ul>
  13. 15. Advertising and Promotions <ul><ul><li>Disney recently ended a promotion offering free theme-park tickets to people who perform a day of community service, after </li></ul></ul><ul><ul><li>Reached its goal of 1 million volunteers within 10 weeks after it launched the “Give a Day, Get a Disney Day” campaign.  </li></ul></ul><ul><ul><li>The 2010 “Give a Day”  promotion followed a 2009 campaign in which Disney offered free tickets on visitors’ birthdays. Disney distributed an estimated 1.2 million passes through that promotion. </li></ul></ul>
  14. 16. Advertising Medium <ul><li>Websites, TV ads, fliers, billboards </li></ul><ul><li>Discounts and promotions offered on websites </li></ul><ul><li>Public Relations group: Press releases and photographs </li></ul><ul><li>Promotions: Gift cards, Discounts: Local offers </li></ul>
  15. 17. HR: Talent Acquistion <ul><li>Disney College Programs </li></ul><ul><li>Disney Professional Internships </li></ul><ul><li>Disney CareerStart Program </li></ul>
  16. 18. HR: Learning & Development <ul><li>New Hire Orientation </li></ul><ul><li>Disney Dimensions, an Executive Development Program </li></ul><ul><li>Disney Way I designed to showcase the various Disney businesses to managers and above </li></ul><ul><li>Disney Ethics, Integrity, and Diversity Programs </li></ul>
  17. 19. HR: Employee Services and Events <ul><li>A Wide Range of Benefits, including Health, Dental, Life Insurance and more </li></ul><ul><li>Complimentary Theme Park Passports </li></ul><ul><li>Educational Reimbursement </li></ul><ul><li>Disney TEAM Discounts, including Disney products and merchandise </li></ul><ul><li>Service Awards </li></ul>
  18. 20. Questions

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