BPD1100 - Disney Expansion Plan: Market Analysis & Location Selection

This presentation provides an overview of potential market locations for Disney's expansion, focusing on cities like Manila, Macau, and Mexico. It outlines the company's mission and the requirements for a suitable location, including government policies, transit systems, safety, and economic conditions. A KT decision analysis is used to evaluate the alternatives based on must-have and want-to-have criteria, considering factors like customer base, tourism, expansion opportunities, culture, and weather. The presentation also includes a Dunker diagram to address safety concerns and concludes that Disney has significant growth prospects through strategic location choices and safety measures. The presentation includes information from other student assignments.

Overview of the
Presentation
Introduction
About the Company
Dunker Diagram
Conclusion
Reference Lists

Analysis of Potential
markets for Disney

About the Company
Walt Disney holds a special place in many people's
heart.
The Walt Disney World and resort was first opened
1971.
It has become a popular to-go destination to hundreds
of millions of people.

The mission of Walt Disney is “to be one of the leading
providers of entertainment and information, seeking to
develop the most creative, innovative and profitable
entertainment experience.”
The Mission

Potential cities for Disney
Pop-up Park
▲Manilla
▲Macau
▲Mexico

Requirements from the city
MUSTS Suitable Government policies
 Effective mass transit system
 Safety
 Economic conditions
 Central location availability

WANTS
 Favourable customer base
 Huge tourism
 Expansion opportunities
 Culture
 Familiarity with English language
 Suitable weather conditions
 Popularity with disney
 Competition

Strengths Weaknesses
Second most popular city in
Latin-America
Suitable Climate
Strong economy ( large mining
industries)
High growth rate
High tourism rate (40 million in
2017)
High tourism rate (8th most
visited in 2017)
Widespread corruption
Narrow tax base
Inequality amongst member
nations
50% population lives in poverty
Planning a competitor theme
park
Safety issues
Mexico

K.T. Decision Analysis
Alternatives
MUSTS
Mexico Macau Manila
Government policies Not favourable- No go Supportive GO Favourable GO
Transport Good GO Weak No Go Moderate GO
Safety Not satisfactory No Go Safety issues No Go Safety issues No Go
Economic conditions Strong GO Strong GO Strong GO
Land and location Unfavourable No go Possibility GO Fair chances GO
WANTS Weight Rating Score Rating Score Rating Score
Customer 9
base
10 90 10 90
Tourism 10 10 100 10 100
Expansion 9 8 72 10 90
Culture 10 6 60 9 90
Weather 7 9 63 9 63
Familiar with 8
English
7 56 10 80
Disney’s 7
popularity
9 63 9 63

K.T Situation Analysis.
PROBLEM AND
RANKING
TIMING
(H,M,L)
TREND
(H,M,L)
IMPACT
(H,M,L)
NEXT PROCESS
(PA, DA, PPA)
TRAFFIC (3) M H M PA, PPA
POLLUTION (2) M H M PPA
SAFETY (1) H M H DA

Dunker Diagram of Safety rides in
Disney for Tourists
Possible paths to attain safety
Solutions to be implemented

Conclusion
The study and analysis reveals that Disney has
tremendous prospects to grow its business at various
world places.
Through integration of appropriate safety measures, it
can become one of the most desired places that
children sought for.