Shanghai Disney Case Study
Case notes should be organized as a narrative report with an introduction, body and conclusion and effective case analyses should utilize text material and management concepts being studied to help support the findings. Each case analysis should be approximately three pages in length.
This case is set on the verge of the Walt Disney Company opening its sixth global resort in Shanghai in June, 2016. The uncertainty surrounding the resort’s performance in China presents an up-close look at the strategic and tactical problems of managing their theme park and resort services in a country where they have never operated before.
Please take a moment to look at the link (below) to see the map of China, and locate Shanghai and Hong Kong as well as Beijing (and perhaps even Wuhan). The case will help you understand some of the benefits of operating in China as well as identify some of the serious challenges.
https://www.worldatlas.com/maps/china
After reading the case, please take a moment to think about Disney’s past international successes and failures generally, and consider what they might expect when “Mickey Mouse Visits Shanghai” for the first time. (Attached)
Also please think about how the ideas and concepts from the powerpoint or text book chapters that we have studied so far, apply to this case, particularly Decision Making, in light of risk they are facing, the brand new External Environment and unique aspects of Culture in Shanghai, and of course, the problems of managing in a Global Environment. (Will attach PowerPoints)
Finally, as you consider the Case Study Questions (below) remember that I have already read the case so there is no need to restate numerous details – just the ones you think are crucial. Please concentrate your effort on applying concepts from our class to support your analysis as suggested in the “Case Study Guidelines and Grading Rubric”. (Attached)
MGMT 301. Case Analysis Questions
Briefly describe Disney’s early efforts at global expansion and assess how well these ventures have succeeded. In particular, what went wrong in Euro Disneyland?
Given what Disney learned about global expansion in France, what did they do to make Hong Kong Disney successful?
How do Disney theme parks compete internationally? Describe their Core Competencies and Competitive Advantages. What are the advantages they have and concerns they must manage as they prepare to open the Shanghai Park? What do you suggest they do to benefit from their advantages and mitigate their concerns?
Are Disney’s customers around the world alike or different and what strategy does Disney use to deal with this? What unique customer management issues are they facing in Shanghai Disney? How should they address these?
Based on the case, do you think Shanghai Disney will be successful? Why or why not? What specifically do you recommend to improve their chances of success?
Be sure to include at least TEN course concepts to throughout your analysis to support your conclusions. Please also feel free to offer any information about Shanghai Disney’s current status but be sure to cite the sources. (Attached Examples)
Additional material to further assist:
Links:
https://www.cnn.com/videos/world/2016/06/09/new-di…
https://www.wsj.com/articles/shanghai-disneyland-r…
Videos:
