Making decision on entering to the the Russia market the brand DisneyLand Park

1. Министерство образования и науки
Нижегородский государственный архитектурно-строительный университет
Международный факультет экономики, права и менеджмента
Made: Trundova Olga, Mikheeva Sasha,
Ushkova Valya, Pchelin Sergey
Checked: The scientific supervisor
Associate Professor Artyushina E.V.
«Making decision on entering
to the Russian market the
brand «Disneyland Park»

2. Contents:
 Chapter 1: Consulting agency “Expert NN”
 Chapter 2: Company “DisneyLand”
History
 International activities
 The main competitors “DisneyLand”
 Business portfolio
 Chapter 3: Russian market
 Economic characteristics
 Demographic characteristics
 Segmentation of the Russian market
 Competitors of “DisneyLand”
 Chapter 4:
 Recommendation

3. CHAPTER 1. CONSULTING AGENCY "EXPERT
NN».
"Expert NN» is a dynamic company that provides a full range of
consulting services for the past 10 years.
Our agency has extensive experience working with large companies
such as «McDonald's» «BMW» «PROCTER & GAMBEL» and others.

4. OUR EMPLOYEES - ARE SPECIALISTS WITH MANY YEARS OF
PRACTICAL EXPERIENCE OF BUSINESS SUPPORT AND PROTECT THE
LEGITIMATE RIGHTS AND INTERESTS OF INDIVIDUALS.
YOU CAN ORDER:
- CREATION AND PROTECTION OF THE BUSINESS PLAN;
- DEVELOP BUSINESS MODEL OF YOUR ORGANIZATION;
- CARRYING OUT ALL SORTS OF MARKETING RESEARCH;
- ADVISING ON THE BUSINESS;
-RISK ANALYSIS OF THE PROJECT / BUSINESS AND THE PROTECTION
SCHEME OF CORPORATE STRUCTURES.

5. WHY DO CUSTOMERS CHOOSE US?
-WE FIND AND SOLVE THE EXISTING PROBLEMS ONLY SPECIFIC.
-GIVE REAL PROMISE AND WARN OF THE CONSEQUENCES.
-SOLVE ISSUES WITH REGARD TO THE NATURE AND PROBLEMS OF
THE -INDIVIDUAL CIRCUMSTANCES OF EACH CLIENT.
-GIVE EFFECTIVE WORKING RECOMMENDATIONS.
-OPERATE EXCLUSIVELY WITHIN THE FRAMEWORK OF EXISTING
LEGISLATION.
-PROVIDE FAIR AND OPEN BUSINESS RELATIONSHIPS.
-PROMPTLY INFORM THE CLIENT OF THE RISKS.

6. CHAPTER 2. COMPANY «DISNEYLAND»
HISTORY :
 «Disneyland» was opened in 1955(California, USA)
 Chief creator - Walt Disney
 Costs -17millions dollars
 In the mid-90s Disneyland Park becomes the
resort.(it includes restaurants, cafe, hotels)
 The park has 3 parts(1-Park Disneyland, 2-Disney’s
California Adventure, 3-Downtown Disney)
 Disneyland visited more than 500 million
visitors(members of royal families, presidents)
«The Happiest Place on Earth»

7. INTERNATIONAL ACTIVITIES:

8. INTERNAL ACTIVITY:

9. Main street U.S.A
 built in the style of an American city
Frontierland
 it Has style of the Wild West.
 Top Attractions - roller coasters and haunted house
Adventureland
 area built in the style such as cartoons as
«Aladdin» and «Pirates of the Caribbean»
Discoveryland
 Opened as «future»(flight to the stars, time
machine)

10. Fantasyland
 Special for kids «the world fantasy»
Walt Disney studios park
 It has 4 parts (opens the secrets of movies)
Golf Disneyland
 area for golf(including 27 holes of golf)
Transport
 Railroad
 Monorail

11. THE MAIN COMPETITORS DISNEY PARK:
 Port Aventura, Spain
 Ferrari World, UAE
 Europa Park, Germany
 Tropical island, Berlin
 Mirabilandia, Italy

12. BUSINESS PORTFOLIO:
Disneyland
Park
Hotels
Restaurants
Museums
Stores

13. Chapter 3. Russian
Market
The key economic indicators:
-The level of economic growth (GDP)
-Prices and inflation
-Unemployment
-Refinancing rate
-Income of the population
-Employment

14. Change in GDP

15. Dynamics of the economically
active population Year
Rate of
inflation
1995 2.3
1998 84.4
1999 36.5
2000 20.2
2001 18.6
2002 15.1
2003 12.0
2004 11.7
2005 10.9
2006 9.0
2007 11.9
2008 13.3
2009 8.8
2010 8.8
2011 6.1
2012 6.6
2013 6.3
2014 4-5*

16. Year Value, %
2004 13
2005 12 (13)
2006 11 (12;11.5)
2007 10.0 (10.5)
2008
13.0 (10.25; 10.5; 11.0;
12.0)
2009
8.75 (13; 12.5; 12; 11.5;
11;10.75;10.5;10;9.5;9)
2010 8.25 (8.5; 8.75)
2011 8.00 (8.25, 8.0, 7.75)
Refinancing rate

17. Динамика численности населения России(млн. чел.)
1800 1851 1897 1917 1926 1937 1939 1941 1950 1959
25,0 57,0 67,5 91,0 92,7 104,9 108,3 111,4 101,4 117,5
1960 1970 1979 1980 1989 1990 1991 1992 1993 1994
119,0 130,1 137,4 138,3 147,0 147,7 148,3 148,5 148,6 148,4
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
148,3 148,3 148,0 147,8 147,5 146,9 146,3 145,6 145,0 144,2
2005 2006 2007 2008 2009 2010 2011 2012 2013
143,5 142,8 142,2 142,0 141,9 141,9 142,9 143,3
143,5
Demographic characteristics.
Population.

18. Segmentation of the Russian market
«Disneyland» is one of the largest parks in the world, having its unique
theme, bringing every visitor in the world of childhood and cartoons
company «Walt Disney». It can take advantage of undifferentiated
marketing strategy to capture the market, i.e. "Disneyland" can afford to
ignore any difference between the segments and work on the entire
market.

19. RECOMMENDATION
 Currently, on the one hand, stands display this product to the
Russian market . Firstly, it is not attracted to work
economically active population, and it allows to reduce
unemployment and provides jobs to the majority. Secondly, it
is the ability to attract and take a lot of tourists that will think
positively about us and the whole country in the sense of
increased level of the economy. We can also say that this
project will give our country the starting point of reaching a
new level and a new market segment and attract new larger
audience , thanks to the system over time will increase wages
by attracting not economically active population.