Disney Thailand

Elise Beis - Sarah Fresen - Tanop Tananuchuttukul - AJ Tarbuck -

Jonathan Wong - Dale Zaidi

Company Background

• The Walt Disney Co. was founded in 1923– Disneyland in 1952 

• Leading diversified international family entertainment and media enterprise

• Disneyland under parks and resorts segment• Now grown world-wide: 5 resorts with 11 theme parks on 3

continents

Corporate Structure

• Current CEO – Robert A. Iger• International Divisional Structure• Four divisions:

– media networks– parks and resorts– studio entertainment– consumer products

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

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.

Entry Strategy

FDI – Merger. • Lower Cost & Risk. • Current situation in Thailand: High bureaucracy system & government corruption. Complex political issues. In need of the local to understand system.• Hard to understand the consumer behavior and econ. Environment• Language Barrier – Thai

Entry Strategy

• Corporate Partner: Dream World. – Monopoly operator of theme park in Thailand.– The other theme park “Dan Neramit” – Magic Land,

ran out of business in 2000. – Currently in the maturity stage, in need of “product life

cycle extension strategy”– Location: Rangsit (suburb of Bangkok)

• Proximity to Bangkok. • Public transportation available from downtown Bangkok

(Both train and bus)• High possibility of expansion: cheap land.• Becoming the “new city” – 3 major universities in the area

campus: Thammasat University – Rangsit Campus, Bangkok University – Rangsit Campus, Rangsit University

Distribution

• Similar to Hong Kong layout– 4 parks

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

Product Attributes

• Hotels– Disney themed hotels

• Owned by Disney Company• 2 Hotels Initially • Included: restaurants, activities: pools, gym, spa

– With expansion• Allow for outside chains

• Consumer products– Toys, games, apparel, accessories, etc– Sold in stores through out park– Imported from China and Vietnam

• Restaurants– Thai and American food

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)

Monetary System

• 1 Thai baht = .031065 USD

• 1 USD = 32.19 Thai baht

• Minimum Daily Wage = 203 baht

Pricing

• One-day Adult Fare– USA (California): $72– Paris: $74– Japan: $62.20– Hong Kong: $45.63

• Thailand- $35– Lower average income than other countries– Lower cost of materials

Marketing Strategy

• Product Adaptation– Incorporate Thailand themes to park– Dining menus according to lifestyle and

culture

Advertising and Promotions

– Disney recently ended a promotion offering free theme-park tickets to people who perform a day of community service, after

– Reached its goal of 1 million volunteers within 10 weeks after it launched the “Give a Day, Get a Disney Day” campaign. 

– 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.

Advertising Medium

• Websites, TV ads, fliers, billboards

• Discounts and promotions offered on websites

• Public Relations group: Press releases and photographs

• Promotions: Gift cards, Discounts: Local offers

HR: Talent Acquistion

• Disney College Programs

• Disney Professional Internships

• 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

• A Wide Range of Benefits, including Health, Dental, Life Insurance and more

• Complimentary Theme Park Passports

• Educational Reimbursement

• Disney TEAM Discounts, including Disney products and merchandise

• Service Awards

Questions