Assignment International Business(IB)
11 Pages3348 Words307 Views
Added on 2019-12-04
Assignment International Business(IB)
Added on 2019-12-04
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Disneyland
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1a) France/Europe to be an attractive location or market for Disneyland.....................................1b) Analysing the current key international business environmental factors................................2c) A justified recommendation on the above identified factors...................................................3TASK 2............................................................................................................................................4a) Local market adaptation versus Standardisation.....................................................................4TASK 3............................................................................................................................................6a) Challenges faced by the HR of Disneyland.............................................................................6b) Recommendation for Disney leaders......................................................................................6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8
INTRODUCTIONDisneyland Paris is amongst the most famed amusement park and resort founded byMichael Eisner in 12th of April 1992. It has been around 24 years since then and it is still knownto be one of the biggest entertainment park in the world. It is a famed resort which is not onlychildren but even a major number of adults is largely attracted to it. It is primitively known asEuro Disney Resort which is mainly owned by The Walt Disney Company with it’s headquarterat Marne-la-Vallee, France. It is presently located at the centre arena of Paris with an overallcoverage of almost 4800 acres which is significantly about 19kms of its area. It basically owestwo notable theme parks in it with numerous amusing services of various recreational activitiesat a single location of their immense venue (Wild, Wild and Han, 2014). However, even beingone of the most popular destination of Europe, it is certainly dealing some issues into its presentinternational marketing policies and procedures. The present report is in similar aspect ofprobing the ongoing functionalities of Disneyland Paris enterprise by together utilizing variedmodels and principles for effectively investigating into it.TASK 1a) France/Europe to be an attractive location or market for DisneylandGlobal business is the most challenging aspect of successfully operating a business at aninternational level. It is therefore with its certain number of methodologies and factors to beprimarily verified by the firms before initiating their functions into their peculiarly chosenlocation. Thence, there are numerous number of constituents on whose basis an organizationmakes a firm decision of initiating their business at that particular area. With a similarconceptualization, Disneyland Paris also took a decision of operating at the famous areas ofFrance/ Europe for a major number of reasons, as stated below-Sheer destination of tourism- This is the foremost reason of Disneyland Paris to opt forthe profound region of France and Europe. It is simply because of its acquired icon ofbeing recognised as one of the most visited area by major number of travellers. Astatistical data of 2013, as given by the United Nations World Tourism Organization(UNWTO) has stated that there has been over 83.7 million visitors in France which hassignificantly disputed the records of all other countries (Gibbon, 2014). Due to which,they are now aiming to mark near about 100 million tourists on the coming years.1
Therefore, this has been primarily marked as one of the biggest reason of inauguratingDisneyland at this particular region.Art and cultural historical- This has been identified as the second best reason in whichthere is a fixed ratio of around 30 million foreign visitors every year. France is famouslyknown as being “The city of lights” with a lot more of its heritage art and culture. Francetherefore attracts almost all age grouped people with its iconic junctions, edifice, and anastonishing variety of food and beverages. Into which the Disneyland with around 15million tourists serves as an individual destination of foreigners (Knežević and Wach,2014). It is therefore recognised as a top most tourist destination of Europe.Shared Borders- Lastly, it is together known to have a strategic positioning in Europewith a shared border of around 8 distinct nations. Due to which, Disneyland Paris is aneasily attracted place to be visited by almost all the tourists of France/ Europe.b) Analysing the current key international business environmental factorsIt is equivalently vital for the firms to continuously opt for a prior study of theirprevailing market conditions with their dynamically altering work criteria. It is thereforeimportant to consider a PEST analysis for promptly investigating into the macro constituents ofpolitical, economical, social, technological factors that largely affects a business.Political- The political factors are the primarily affecting factors into a business whichdirectly reflects the governmental rules and regulations of their prevailing markets. It isthereby related to a precise demonstration of the role of their governmental bodies. Insimilar regard, the legal administration has duly offered a prior approval of structuringinto the central area of Europe (Schaffer, Agusti and Dhooge, 2014). There were certainlegal documentations which was duly signed by the French government and MichaelEisner in 1985 who represented the CEO of Disney. However, there was a majordrawback faced by Disneyland was a seemingly uninterested behaviour of Frenchgovernment in spreading the culture of America.Economic- The major economic factor signifies any change in the interest rates and taxalong with a change in the revenues of foreign exchange. Theses factor also reflects theactivity of creating more number of employment opportunities by either boosting orhindering the sector of tourism. A major economic factor that negatively affected thebusiness of Disneyland was its recession in the subsequent year of 1980's. Another was2
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