University: Disney Case Study on Asia Expansion and Strategy

This research paper presents a case study on The Walt Disney Company's expansion into Asia, utilizing Decision Matrix Analysis to evaluate strategic decisions. The paper begins by explaining the decision-making matrix process and the factors considered, such as regional economies, market competition, government policies, and tourism. It then delves into the cultural challenges faced in making location choices, specifically addressing the controversies surrounding Disney Shanghai Park and exploring the risks and benefits of the project. The analysis highlights the differences between American and Asian corporate cultures and their impact on employee efficiency and operational costs. The paper concludes by emphasizing the importance of considering cultural factors to avoid low profits and potential financial setbacks. The study references various sources, including academic articles and industry reports, to support its findings and recommendations.

Running head: DISNEY CASE STUDY
DISNEY CASE STUDY
Name of the Student
Name of the University
Author Note

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Introduction
The main aim of the research paper is use Decision Matrix Analysis along with the
Decision Matrix Analysis video, make the following decisions relative to the case study: Disney
in Asia. The first section of the paper will be providing an explanation of the process of decision
making matrix and how the factors are determined in the matrix.
The next section of the paper will discuss the challenges faced to make appropriate
decision in the matrix. It will also discuss the roles culture play in the location choice of Disney
Theme Park and discuss why Disney Shanghai Park Controversial was. It will also highlight if
there were any risks and benefits of the project in the area.
In the end of the paper will be providing a short conclusion reflecting on the overall
thoughts made up in the following case.
Company Background Information
Disneyland Park which is originally known as Disneyland is first of the two theme parks
built at the Disneyland Resort in Anaheim, California. The Disneyland Park was first opened on
July 18, 1955. According to the author Boguszewicz-Kreft, Kreft & Żurek,(2019) it is the only
theme park which was designed and build under the completion and direct supervision of Walt
Disney. According to the author Boguszewicz-Kreft, Kreft & Żurek,(2019) Walt Disney came up
with the concept of Disneyland after visiting various types of amusement parks all over the
country with his four daughters from the year 1930 till the end of 1940. He was the only person
to build a vision of building something really big which will be able to attract huge amount of
customers just adjacent to the official studio in Burbank, in order to entertain his fans who had
wished to give a visit there.

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After hiring the employees in the company had tried to consult with them in order to
build one of the best amusement park for the customers. Therefore he had bought a 160 acre land
near Anaheim in the year 1953 to build one of the most beautiful amusement park. The park was
completed in the year 1954 during a special television press event on the ABC television
network. The newly expanded Walt Disney is to place a particular emphasis on Asia as it is
known for discussing the rationale in recent acquisition of 21st Century Fox Production as
because the company has decided to prepare its expansion in the business into direct to consumer
business or D2C business.
According to the author Yamaguchi, (2018) Asia Pacific is one of the growth drivers in
the present date for the new Disney. The author says that in a particular social media coverage
Kevin Mayer who is the present chairman of Disney said that Asia is super important to the
company. The Asian market will be helping the company to acquire a large international
business segment at the APOS conference in Indonesia. Mayer said that it will be able to acquire
new business in the Asian country and among the Asian countries the best place for opening up
the business will be the Indian market.
Strategic Opportunity Matrix
The Strategic Opportunity Matrix is known for determining focusing on the different
growth strategies used by the company when they are shifting from one place to another. The
matrix examines how the company will take advantage over the existing market in new
geographic location.

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Regarding the factors which might affect the company in order to shift to the Asian
countries are the Regional Economy, the Competition in the market, Policy introduction with the
government, the tourist in the geographical location. Regarding the external factors affecting the
country from relocation to another country are environment condition present in the country and
as well as the impact in the environment.
Growth
Strategy
Product
Development
Strategy
Diversification
Strategy
Market
Development
Strategy
Market
penetration
strategy

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Fig 1. Factors affecting the company in order to relocate to Asia.
Source: (Yamaguchi, 2018)
According to the American culture it can be said that it belongs to the corporate
culture which is task oriented characteristics where the employees follow some fixed set of rules
and regulations having higher efficiency. The employer in the country is always known for
paying much efforts and much attention to increase the work of the employee so that they gain
better success. According to the author Voigt, Buliga & Michl (2017) this is the only way
through which it can be seen that the culture is flexible and efficient. With this it is questionable
to many people that how the company could will be so efficient under the circumstances that
they are not having a detailed arrangement of the study. Talking about the culture of Asia, it can
be clearly said that there will be a huge difference in it. The people in Asia are not much of hard

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working when compared with the employees of the American. Therefore it will also create a
great impact in the performance of the company. According to the author Wasko, (2016)
however the company will be able to get employees at a low wage rate than the Americans.
Regarding the risk which will be faced by the company is that there will be lack of
efficient and effective employees working for the company. The company will also save huge
amount of money in the operational cost thus helping the company to save money. The company
will be saving money by providing less amount of money to the employees from the American
employees.
Conclusion
In order to conclude the above research paper it can be said that the company should try
to deeply include the cultural factors affecting the company in the present geographical location.
If the company is unable to tackle the cultural differences between the foreign market and home
market, it might affect the whole marketing and relocation process of the company. This might
give a result to earning low profit with higher cost, which might also lead the company to get
bankruptcy.

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References
Boguszewicz-Kreft, M., Kreft, J., & Żurek, P. (2019). Myth and Storytelling: The Case of the
Walt Disney Company. In Myth in Modern Media Management and Marketing (pp. 22-
49). IGI Global.
Fleming, P. C. (2016). Dickens, Disney, Oliver, and Company: Adaptation in a Corporate Media
Age. Children's Literature Association Quarterly, 41(2), 182-198.
Leary, C., Shannon, B., Lawton, M., & O’Rourke, J. S. (2016). The walt disney company:
Employees are asked to train their foreign replacements. The Eugene D. Fanning Center
for Business Communication, Mendoza College of Business, University of Notre Dame.
Sandlin, J. A., & Garlen, J. C. (2017). Magic everywhere: Mapping the Disney
curriculum. Review of Education, Pedagogy, and Cultural Studies, 39(2), 190-219.
Voigt, K. I., Buliga, O., & Michl, K. (2017). Making People Happy: The Case of the Walt
Disney Company. In Business Model Pioneers (pp. 113-126). Springer, Cham.
Wasko, J. (2016). The Walt Disney Company. In Global Media Giants (pp. 25-39). Routledge.
Yamaguchi, R. (2018). The Walt Disney Company vs Studio Ghibli: Exploring the Possibility to
Achieve Both Artistic and Commercial Successes in the Mainstream Animation Industry.