Intrapreneurial Business Proposal for Walt Disney Theme Parks

Intrapreneurial Business Proposal 1
Intrapreneurial Business Proposal for Walt Disney Theme Parks
Abigail Hondorp
Full Sail University

Table of Contents
External & Internal Business Environment .................................................................................... 3
Strategic Scanning........................................................................................................................... 5
Solving a Need in the Market ......................................................................................................... 8
Implementing Innovation.............................................................................................................. 10
References:.................................................................................................................................... 14

Introduction
The need for excellent guest service should be every brands promise, Disney Parks,
Experiences and Products Inc. is doing this on a daily basis. We at Disney Parks, Experiences
and Products Inc. strive for a magical experience for every guest who enters through our front
gates. Sometimes we may not deliver the guests needs but through this paper we wish to shine a
light on new opportunities within the company to keep every guest happy. It was Walt Disney’s
dream to build a place where guests could walk around with their favorite characters and feel like
children again. At Disney Parks, Experiences and Products Inc. we intend to keep that promise.
External & Internal Business Environment
Disney Parks, Experiences and Products Inc. was founded by Walter Elias Disney and
Roy O. Disney in 1971, exactly six months before the grand opening of Magic Kingdom at Walt
Disney World Resorts. (About Us. n.d.) The Walt Disney Company a multimedia company with
a cooperative multidivisional structure to the business. This structure means capitalizing various
business divisions or segments. (Williams, 2019) Disney Parks, Experiences and Products INC.
is segmented into one of the four major business segments with over 180,000 cast members
worldwide. While there is publicly traded stock for The Walt Disney Company itself there is no
stock for Disney Parks, Experiences and Products INC. (O'Shea, 2020) We as a company are a
business to consumer company by creating magical experiences for consumers that make their
way into our parks.
Disney Parks, Experiences and Products INC. falls under the industry of theme parks and
entertainment. While the conditions of theme parks industry are ever growing Disney will always
be in the mind set of what will be the next best thing. This business is not for everyone, there are
top theme parks around the world but only a few that have lasted generations. There are a few

competitors such as Universal, but no company can make a substitute castle and make
Tinkerbelle fly across the sky. We are in the business of putting on a show for every guest that
steps through the front gates of Disney. This theme park started because of the dream of one-man
Walt Disney who wanted to make his movies into a reality, even now as the parks grow that
dream is still alive.
From the shores of the Australian coast where guests search for nemo, to zooming in
racers on the different planets of Star Wars guests are immersed in new experiences to make
even the oldest guests feel like a child once more. As The Walt Disney Company grows more
opportunities to make lasting magical experiences for guests will arise. With major movies
coming out for Marvel, Disney is now looking towards the future in creating a superhero area
where any child can be a superhero for the day.
As we look towards the future and what thrilling new ideas await the parks, there is equal
opportunity when it comes to the merchandise. Not only can these children feel like superheroes,
but they are able to look like them as well. Disney has its one of a kind products that are only
sold in parks, which creates gifts for the guests who are visiting the parks. Every park no matter
where it is has distinct items that you will find in no other park. There are also options for annual
pass holders to get discounts on products from the park. The tickets for the parks can be on the
higher end of pricing. Though the tickets are higher in price it makes up for it with the quality of
entertainment that is given with each experience in the parks. As a company with some of the
top-rated theme parks in the world we are positioned to set the mold for what is to come. The
reason behind the cost is because of the quality that is given; with more rides being built and
more lands to explore it makes for more entertainment. As guests make their way into our parks

every day and experience what it is like to be part of the story. Some opportunities that have
been shown are promoting to those who live in the state with cheaper tickets for multiple days.
Strategic Scanning
Disney Parks, Experiences and Products Inc. has not based their branding on just the
demographics of just small children, the parks are engineered to attract both the young and the
young at heart. These parks were built to bring those who love Disney into the stories they grew
up with. Those visiting our parks are families who both live close to the theme parks as well as
visiting guests from all over the world, in 2018 there was a rough estimate of 157.31 million who
entered the parks around the world. (Lock, S. 2019) From guest who own annual passes to those
just visiting yearly. Disney Parks, Experiences and Products Inc. is known for its one of a kind
parks that meet the needs of every guest that enters through the gates. Customers paying for a
vacation know what they are paying for a once in a lifetime opportunity to dance with Mickey
during breakfast or visit the Beasts castle where they can ‘be our guest’ dining with beloved
characters.
We are not just selling rides to guests but creating experiences that will last a lifetime,
each and every cast member is taught to create happiness by making magical moments for each
and every guest. (Kaemingk , D. 2019) Opportunities that can be observed for our business is
communicating with guest making sure even guest who passes through our gates is greeted with
a smile and offered the best possible help that can be given. By aiming to treat each guest
individually to create personal interactions, with our mobile friendly app that will create fast
passes for rides to the show times of each magical event happening throughout the park. Creating
an easy experience for every guest to minimize the stress of their stay. Here at Disney Parks,

Experiences and Products Inc. open ended feedback is a key component of making sure guests
feel they have a voice in what they think is most important and our company growing from there.
Most of the ticket sales are done online through our website, where guests can take an
opportunity to book their entire vacation through our site, from how they will be arriving and
where they will be staying. With using our site to create a dream vacation for any family. The
competitors of Disney Parks, Experiences and Products Inc. leading with 67 million in
attendance at their parks being Merlin Entertainment Group, with theme parks like Legoland in
the United states, following Alton Towers and Thorpe Park Resort both in the United Kingdom.
(Neilson, S. 2015) Universal Studios following with an average of 50.07. million attending their
parks and Six Flags Inc. attendance at 32.02 million. (Lock, S. 2019) Universal Studios,
Legoland and Six Flags all offer annual passes for guests who are wanting to visit year-round.
While Universal and Legoland both have vacation packages what they lack is transportation
from the airport to their hotels. (LEGOLAND Florida Resort - Theme Park and Water Park.
n.d.). Disney and its Magical Express offer the chance to stop the worry of lugging family
members on top of luggage to a taxi. Families have the chance check in at the airport for
Disney’s Magical Express where they are transported to their Disney resort as well as their
luggage magically being brought up to the hotel room. (Disney's Magical Express. n.d.)
Universal Studios has a clear advantage when it comes to how close all the hotels and theme
parks are, but they lack the theming that Disney Resorts have accomplished. (Universal Orlando.
n.d.)
Universal also has an upper hand inside the parks because of the sheer number of guests
who have fallen in love with Harry Potter, they have the chance to become a wizard for the day
and visit iconic places from the beloved books and movies. Disney Parks, Experiences and

Products Inc. have been working tirelessly to bring a different kind of world into existence Star
Wars, a themed land that takes you to a different world as soon as you step into the land. Our
land may not have wizards, but Jedi rule the streets in Disney, not to mention superheroes will be
joining our parks by the end of 2020. (Kline, D. B. 2017)
Disney Parks, Experiences and Products Inc. is unique in the magical experiences that are
offered to our guests. When guests are staying with us for their vacations there is always a
chance for a cast member to create magic for the guest before them. We take the planning of
each vacation special, from the buttons that celebrate each guest visit, to the Magical Express
taking the stress out of traveling. (Disney's Magical Express. n.d.) When those who are staying
with Disney, we take every opportunity to give a little pixie dust to each guest. If a guest has
comments or concerns, it is our pleasure to amend the problem as quick as it happens. We lead
the way with our guest experiences and open communication with all who visit.
With all the different Disney Parks and resorts there is a very clear management team, it
starts with Bob Chapek who is the chairman for Disney Parks, Experiences and Products Inc. He
has been with the company for over 25 years, he has implemented innovative strategies to
improve guest experiences and has been able to use state of the art technology to improve
consumer experiences as well. (About Us. n.d.) After Bob Chapek on the management team you
have Rebecca Campbell the president of Disneyland Resort, Michael Colgazier the director of
Disney parks International and Josh D’Amaro President of Walt Disney Resorts each with their
own impressive background of working their way up through Disney using guest service as their
key goal in mind. (About Us. n.d.)

Solving a Need in the Market
When Walt Disney first open the doors to his parks his mission was clear was to create
happiness through magical experience this statement still remains true. (Pratap, A. 2019) Walt
Disney Worlds Mission statement states ‘The mission of The Walt Disney Company is to
entertain, inform and inspire people around the globe through the power of unparalleled
storytelling, reflecting the iconic brands, creative minds and innovative technologies that make
ours the world’s premier entertainment company.’ (Disney - Leadership, History, Corporate
Social Responsibility. n.d.) Being such a large company with multiple moving parts it takes a
team of individuals to stay transparent with the cast members, each cast member knows that
Disney Parks, Experiences and Products Inc. strives for perfection with detailed training before
any new cast member is let into the parks to be with guests. At the end of the day each cast
member is a representative of the Disney brand. As for transparency to the outside world there is
very little view as to what goes into the magic behind Disney Parks, Experiences and Products
Inc. Lee Cockerell former vice president put it perfectly “For any company in the experience
business, you’re putting on a show. The big red curtains open every day at Disney, and we have
to ask ourselves, have we picked the right players and actors and actresses?” (Meek, A. 2015)
Putting on a show each day can be difficult as well as keeping up with competitors.
Disney Parks, Experiences and Products Inc. is keeping up with current emerging trends in
media for theme parks. Right now, the top media trends in theme parks around the world are
highly immersive environments with Pandora and Star Wars leading the way in those trends
there is no doubt that guests can imagine themselves in these areas. (Wyatt, R. 2019) Another
trend is advancing technology, this is being shown by Disney Parks, Experiences and Products
Inc. with the MyDisneyExperience app which allows guests to plan their visit as well as make

fast passes and make reservations at restaurants as well. (Wyatt, R. 2019) This is technology to
make trips easier for all who enter the parks. In 2017 Walt Disney Company ranked number 3 on
Reputation Institutes annual Global RepTrak which spotlights over 100 companies. This survey
is based off 170,000 ratings collected and measures public perceptions of top companies with
respect to products and services, innovation, workplace, governance, citizenship, leadership and
performance. (Disney Ranks High on List of "The World's Most Reputable Companies". 2018)
Guests are experiencing Disney Parks, Experiences and Products Inc. on various days in
different seasons and certain peak times. The trends that are being seen on various sites are
complaints about wait times and the crowds that are in the parks. There were also a few
complaints the MyDisneyExperience app not working throughout the guests stays. A major trend
I have seen is guests raving about the guest service they received from those helping them
throughout their stay. (Walt Disney World Company: Reviews: Better Business Bureau®
Profile. n.d.) Looking at Universal Studios reviews there are relatively the same complaints
about wait times. As for the guest service for Universal studios there seems to be a decent
amount of reviews stating that there was no help. (Universal Orlando: Reviews: Better Business
Bureau® Profile. n.d.) The experiences for both Disney and Universal have mixed reviews,
weather can be an issue, the amount of people in parks can also be an issue its about listening to
the concerns and correcting.
Reading the feedback that was given about experiencing Disney Parks, Experiences and
Products Inc. it feels as though most guests with negative experiences are just looking for a
simple way to communicate with experiencing Disney Parks, Experiences and Products Inc. the
frustrations begins with only being able to contact us through email or fax. Just as technology is
growing for guest experiences in the parks, the technology for contacting Disney should be

growing as well. If not over the phone, directly through the Disney website. Allowing guests to
have an easier way to give feedback will take the pain point and perhaps make a lifetime guest of
Disney Parks, Experiences and Products Inc. We as a company make sure to respond to guest
feedback good or bad but allowing guests to have easier access to ask questions or give their
concerns may alleviate more problems. In the theme park industry, there are bound to be mishaps
with wait times or the weather, but Disney as a brand is known for its Magic. Each guest no
matter how young or old should have an experience that will last a lifetime. Keeping to Walt
Disney words, he wanted to create happiness through magical experiences this may not always
happen but a kind gesture from a cast member could change a guest entire day.
Implementing Innovation
Walt Disney world parks they are the happiest places on earth, or for each guest that
enters our gates we try to be. Keeping with Walt Disney’s dream of creating happiness through
magical experiences is what Disney Parks, Experiences and Products Inc. does on a daily basis.
Some days is hard to keep this mission possible and guests let our company know through
various social medias. The parks can get crowded and weather can ruin the most magical of trips,
allowing guest to connect immediately with a guest service representative could be the difference
between a one-time guest and a lifetime guest.
The plan to help with Customers pain points is fairly simple, using the technology that is
already set in place for Disney Parks, Experiences and Products Inc. with the My Disney
Experience moblie app every guest will be able to have contact with a cast member directly at
their fingertips. (Smith, T. 2017) Allowing guests to explain their complaints as well as concerns
and get real time help will save Disney Parks, Experiences and Products Inc. not only negative

comments through social media but allow these guest service cast members to create magic for
guests.
With the help from the developers who have already worked on the My Disney
Experience mobile app the cost and timeline for rolling this new idea will take less time. We as a
team will be able to work together in adding this new area to the app, with prototyping having a
focus group and identifying beta-testers for the integration of a chat between guest services and a
guest. (Rastogi, L. 2017) With all of that in mind we believe it will take around 2 months for this
new idea to fully developed. Now for the cost it is believed to be around 20,000 dollars to update
an application. (Chomko, R. 2012) Though through research this amount is based upon a
company using outside developing companies because Disney Parks, Experiences and Products
Inc. is able to work with the developers that work for Disney the app should be 10,000 nearly
half of the cost that was researched.
This plan may seem like a costly endeavor but an annual passholder is likely to spend
$1,219 annually to frequently visit a Disney theme park. If 100 annual pass holders that’s
$121,900 and 10% of those people are unhappy and those guests decide to cancel their annual
passes this means Disney Parks, Experiences and Products Inc. is losing out on $12,190. (Disney
Annual passes. n.d.). This also is the same for guests who are vacationing and visiting Disney
Parks, Experiences and Products Inc. yearly a standard ticket for Disney is $135. (Disney
Admission Tickets. n.d.) Say there are 100 guests and 10% of them are unhappy and are not
likely to return that’s another $1,350 Disney Parks, Experiences and Products Inc. will lose out
on. With this updated app this could keep these guests and make sure they visit again.

Strategy to achieve your
objective?
Timelines? Resources
needed?
Indicators of success?
1) Update the app with
new feature.
1 month App
developers
2) Beta-tested 1 ½ months Beta-Testers Positive Feedback
3) Updated My Disney
Experience
2 months Less negative feedback, Happier guest
experiences more lifetime guests.
The strategy to get this plan rolling out is to first speak with Kareem Daniel who is
president of Walt Disney Imagineering Operations, Product, Creation, Publishing and Games.
(About Us. n.d.) Speaking with him will allow for optimal feedback to see if this idea is even
possible as well as becoming the mentor for this plan. At first there can be pushback at the idea
especially with the need for more cast members to be available to train on how to handle the
negative situations with guests through the app and turn them into positive magical moments.
Pushback may also come with the cost of updating the app but through the mentorship with
Kareem Daniel and updating him with the progress and implementing suggestions given. The
optimal amount of time is not to rush into the plan, researching, planning will take time
especially working in this corporate environment. If peers or management do not agree with the
plan making sure there is full proof evidence to back this plan will only strength the claim.
Conclusion
Excellent Guest Service, a way to get feedback from guest’s real time and help the best
that Disney Parks, Experiences and Products Inc. can. Through our research we have found that
most guest complaints end with confusion and frustration. Instead each guest should feel that no
matter where they are in our parks and resorts that they are able to express their concerns. We are
a brand that is known for our excellent guest service, we know things cannot always go our way
and there will be upset guests but trying to turn their negative experiences into a positive can in

fact make guest return again. With the plan we wish to set in place we believe it will help Disney
Parks, Experiences and Products Inc. save money as well as help struggling guests in real time.

References:
About Us. (n.d.). Retrieved February 1, 2020, from https://dpep.disney.com/about-us/#leadership
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