Report: Cultural Inclusion in Disney's Singapore Business Expansion

This report examines Disney's planned expansion into Singapore, focusing on the challenges and strategies for success. It highlights the importance of cultural inclusion, considering Singapore's government's stance on theme park investments and the cultural values. The report analyzes the use of robust problem-solving techniques, such as the simplex method, to address issues like securing government support, funding, and land acquisition. It explores various strategies, including horizontal integration through retail stores and emphasizes the need for thorough market research and adaptation to local culture. The report also discusses factors like economic stability, political factors, population, accessibility, and infrastructure, and their influence on expansion. The report concludes by emphasizing the significance of understanding cultural nuances and provides references to support the analysis, offering a comprehensive overview of Disney's approach to successful business expansion in Singapore.

Disney Scoping Report

Table of Contents
CULTURAL INCLUSION IN THE BUSINESS EXPANSION....................................................1
Robust Problem Solving Techniques..........................................................................................1
REFERENCES................................................................................................................................3

CULTURAL INCLUSION IN THE BUSINESS EXPANSION
Disneyland belongs to Walt Disney Company which is an American diversified
multinational mass media and entertainment conglomerate. It is a well known global brand
established in diversified global locations (Zaitseva, 2013). For its future development Disney
aims at expansion by introducing a new Theme Park in a new global location that is Singapore.
A company have to understand different cultures which is essential for adjustment in new
location. As a large international corporation it must endeavour so as to fully understand cultures
of all countries. Culture have two major factors that are values and norms. While expanding
business in Singapore Disneyland is facing many problems. As Singapore government have a
mentality that government do not invest in theme park establishment. This role is performed by
private sector. So Disneyland can not enter vertically in that country. For this horizontal
integration have been done by Disney which is by introducing stores of brand which sells
accessories, toys, clothes and so on. This way it is trying to penetrate Singapore market.
Factors of culture that is values which describes values on which norms are set. Culture
inclusion of a country is established according to them only. Various socio economic facts also
plays an important role while a company's expansion in other country (Garba, 2011). Disney
must first study economy of country whether it is sound or not and after that political stability of
country has to be addressed. Population of a country also plays a major role while deciding
expansion of business. Accessibility and infrastructure are also two very important factors.
Availability of land and topography of development site is also essential.
Robust Problem Solving Techniques
To get a proper result Robust technique that is simplex can be used by Disney. In simplex
technique first Disney have to identify problem that it is facing in Singapore expansion. Major
problem are government is not supporting and there is a lack of fund and land. Facts for that
problems are to be ascertained which are government of Singapore thinks that theme park is only
opened by private sector company it is not for government. Definition of problem is that Disney
needs support by government of Singapore in expanding its business there (Schaper and et. al.,
2014). Idea to solve this problem is that Disney have opened its retail store in Singapore. Various
other ideas are that it should ask study and form a plan convince government to support theme
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park expansion. Suggestion from citizens can be taken about opening of Disney land. Planning to
execute idea has to be done by the embassy. Further idea has to be initiated in other words
bringing action to developed idea. After doing all of this Disney land will find a way to enter
Singapore market where it can expand its business.
No doubt in planning for expansion a business need to study culture of a country same
has to be done by Disneyland to have a success while expansion (Davenport, Gefflot and Beck,
2014). The adaptation of theme park by people will depend on culture study. If Disney land will
introduce something which is not relevant to Singapore culture than people will not accept its
operations and it may face problems. Like Disney land have various rides and swings which has
to be developed by keeping safety of people in mind. A proper area of land where all this can be
built without any disturbance in Singapore also needs to be searched. As the population residing
there must also not have problem if it is being introduced.
By having its expansion in Singapore its targeted customers which are children and
teenagers population have to be considered. Success and growth scope also needs to be
addressed by company in order to not face loss. Company have to evaluate market before taking
any step. Disney land establishment is a very major and big step which will lead to growth of
company. But in case it is does not work Disney land will face problem. It is good to expand
business internationally but it is more important to choose the country with consideration of
elements of that country. Various factors and a complete study of country will help a company to
know what is to be introduced by a proper planning and forecasting to alter negative affects of
new market entry.
By this we understand how Disney can expend its business in Singapore to have a perfect
expansion by understanding culture and various other elements of the country (Shan and Wang,
2010). This will help in introducing Disney theme park in Singapore which will lead to growth
of business of company as there are a lot of tourists visits in Singapore every year.
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REFERENCES
Books and Journals
Bertsimas, D. and et.al., 2013. Adaptive robust optimization for the security constrained unit
commitment problem. IEEE Transactions on Power Systems. 28(1). pp.52-63.
Davenport, A., Gefflot, C. and Beck, C., 2014, May. Slack-based techniques for robust
schedules. In Sixth European Conference on Planning.
Garba, A.S., 2011. Stumbling block for women entrepreneurship in Nigeria: How risk attitude
and lack of capital mitigates their need for business expansion. European Journal of
Economics, Finance and Administrative Sciences. 36. pp.38-49.
Jeppesen, L.B. and Lakhani, K.R., 2010. Marginality and problem-solving effectiveness in
broadcast search. Organization science. 21(5). pp.1016-1033.
Schaper, M.T. and et. al., 2014. Entrepreneurship and small business.
Shan, S. and Wang, G.G., 2010. Survey of modeling and optimization strategies to solve high-
dimensional design problems with computationally-expensive black-box functions.
Structural and Multidisciplinary Optimization. 41(2). pp.219-241.
Zaitseva, N.A., 2013. The forecast of development of the hotel business in Russia as a promising
direction of business expansion of international hotel chains. Middle East Journal of
Scientific Research. 14(3). pp.328-334.
Online
Robust Design and Problem Solving. 2017. [Online]. Available Through:
<http://bin95.com/seminars/Robust_Design_Problem_Solving.htm>. [Accessed on 9
June 2017].
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