Team 4

Team AcceptanceElise Beis

Sarah Fresen Tanop Tananuchuttukul

AJ Tarbuck Jonathan Wong

Dale Zaidi

Thailand

Company Background

International family entertainment and media enterprise

The Walt Disney Co. was founded in 1923

Opened Disneyland in 1952 

Disneyland under parks and resorts segment

World-wide: 5 resorts, 11 theme parks on 3 continents

Corporate StructureBoard of Directors

Current CEO Robert A.

Iger

CIO CFO HR Operations

Media Networks

Parks and Resorts

Walt Disney International

North America

Florida

California

Paris Tokyo Hong Kong

Walt Disney Studios

Business Development

and Technology

Studio Entertainmen

t

Consumer Products

Security

Hybrid International Divisional Structure

Management Positions• Board of Directors• Senior Executive Managers• Division Executives

Entry Strategy

FDI – Acquisition. (Lower Cost & Risk)

High bureaucracy

system & government corruption.

Complex political issues. Local

understanding

Difficult consumer behavior

and economic

environment

Language Barrier –

Thai

Acquisition Target: Dream World. • Monopoly operator of theme park

in Thailand.• Currently in the maturity stage• Location: Rangsit (suburb of

Bangkok) • Proximity to Bangkok. • High possibility of expansion:

cheap land.

Entry Strategy

Distribution/Product Attributes

4 parks• Main Street U.S.A• Fantasyland• Adventureland• Tomorrowland• Room for expansion

Consumer products• Toys, games, apparel,

accessories, etc.• Sold in stores through out

park• Imported from China and

Vietnam

Service Attributes

Dis

ney

Th

em

ed

H

ote

ls2 Hotels Initially Includes• Restaurant

s• Pools• Gym• Spa

Wit

h E

xpan

sion Allow outside chains

Distribution

American made blueprints

Target capacity: 34,000

Thai labor and materials

• Limited imports Reach out to community

Transportation• Car (large parking

lot)• Train (shuttle to park)• Shuttles (from/to

hotel)

Target Market

Primary Target Market• Nuclear Families that

have children between ages 4-13.

Secondary Target Market• 13 years old and older

that can ride thrill rides in the park.

Marketing Strategy1.Product Adaptation

Incorporate Thailand themes to

park

Dining menus

according to lifestyle and

culture

2.Selling to existing

customers

Easiest to sell to

Exiting an attraction into store coinciding with theme

3.Continuous

promotion

Keep the consumer ‘Mickey Minded’

Products like lunchboxes

and backpacks, the Disney Channel

4.Continuous

Improvement

Improving parks: New rides and themes

New movies leads to new rides, toys, games etc

5.Know when

business booms

Customer levels

highest in summer and in holidays

Run promotions

at slow times

Change pricing and strategy in high traffic

periods

Pricing

•USA (California)

$72

•Paris

$74

•Japan

$62.20

•Hong Kong

$45.63

•Thailand

$35

Lower average income than other countries

Lower cost of materials

Advertising and Promotions

Advertising MediumWebsites, TV ads, Fliers, Billboards

Discounts and promotions offered on websites

Public Relations group: Press releases and photographs

Promotions: Gift cards, Discounts, Local offers

Monetary System1

Thai baht = .031065 USD

1 USD

= 32.19 Thai baht

Minimum Daily Wage = 203 baht

HR: Talent Acquistion

Disney Employee(TALENT)

Disney College

Programs

Disney Profession

al Internship

s Disney CareerStart Program

HR: Learning & Development

New Hire Orientation

Disney Dimensions, an

Executive Development

Program

Disney Way I designed to

showcase the various Disney businesses to managers and

above

Disney Ethics, Integrity, and

Diversity Programs

HR: Employee Services and Events

• Health• Dental• Life Insurance

A Wide Range of Benefits

Complimentary Theme Park Passports

Educational Reimbursement

• Disney products and merchandise

Disney TEAM Discounts

Service Awards

Questions?