disney land ppt

PRESENTATION ON AMUSEMENT PARKS:

PRESENTATION ON AMUSEMENT PARKS

GROUP MEMBERS:

GROUP MEMBERS KETAKI ROSHAN P17 P28 YOGITA P39 GOURI RAHUL P11 P55

AMUSEMENT PARKS:

AMUSEMENT PARKS Amusement parks evolved in Europe from fairs and pleasure gardens Group of rides and other entertainment attractions assembled for the purpose of entertaining large numbers of people The theme park industry is now a $4 billion per year business

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PEST Analysis for Theme Park Industry

PEST Analysis for Theme Park Industry :

PEST Analysis for Theme Park Industry

Market Share for Theme Park:

Market Share for Theme Park

Perceptual Map:

High Quality Perceptual Map 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 - 1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 1.0 0.8 0.6 0.4 0.2 -0.2 -0.4 -0.6 -0.8 High Price Low Quality Low Price Cedar Point Bush Garden Disneyland Valley Fair Six Flags Over Texas

DISNEYLAND OVERVIEW:

DISNEYLAND OVERVIEW A theme park located in Anaheim, California opened on July 18, 1955 operated by the Walt Disney Parks and Resorts re-branded in 1998

LANDS OF DISNEY:

LANDS OF DISNEY 1) Main Street, U.S.A. 2) Adventure land

Cont….:

Cont…. 3) New Orleans Square 4) Frontierland

Cont….:

Cont…. 5) Critter Country 6) Fantacyland

Cont…:

Cont… 7) Mickey's Toontown 8)Tommorowland

SWOT Analysis:

SWOT Analysis

Slide 15:

Porter's Five Forces Rivalry Few competitors due to the high cost of infrastructure, capital and reputation. Rivalry in the media and studios segment is high The rivalry for the theme park and product segments are low. 2. Threats of Substitutes High threat of substitutes for the media, consumer products, and studios segment. Low threat of substitutes for the Disney experience at the theme parks .

Slide 16:

3 . Buying Power Consumer buying power is relatively low due to differentiated strategy. 4. Supplier Power low supplier power.

Slide 17:

5. Barriers to Enter The infrastructure and other assets needed are very high.

Business strategy -Diversification :

Business strategy -Diversification Began very Early First Cartoon Mickey mouse – 1928 Pencil Tablet – 1929 Mickey Mouse Club – 1932 Film Production – During the war Diversification to music – 1949 Diversified towards Television

PORTER’S TEST :

PORTER’S TEST Porter Proposed Three test to determine diversification truly creates value Attributed to the Successful diversification

ATTRIBUTES OF SUCCESSFUL DIVERSIFICATION:

ATTRIBUTES OF SUCCESSFUL DIVERSIFICATION Attractiveness Test Cost of entry test Better of cost

Control:

Control Loss Of Character “Oswald” Had a control Over all characters and employees afterwards. Proper Operation throughout. Strict rules and regulations for employee

Leadership:

Leadership Success Came from innovative leadership of Walt Disney. Some leadership Initiatives

7 P’s:

7 P’s

PRODUCT DISNEYLAND ADVENTURE PARK:

PRODUCT DISNEYLAND ADVENTURE PARK Soarin' Over California Twilight Zone Tower of Terror Grizzly River Run Golden Zephyr Animation Academy ElecTRONica

DISNEYLAND PARK:

DISNEYLAND PARK Alice in Wonderland Adventures of Winnie Snow white n seven dwarfs It’s a small world Disney Junior Tarzan's tree house

PLACE:

PLACE Disneyland - California, USA (1955) Walt Disney World Resort - Florida, USA (1971) Tokyo Disney Resort – Japan (1983) Disneyland Resort Paris - France (1992) Hong Kong Disneyland Resort – (2005)

PRICE:

PRICE "D" and then eventually "E" coupons were introduced for more thrilling rides. Single admission price with unlimited access to all attractions Until 1982, the price of the attractions was in addition to the price of park admission. Guests had to purchase a book of tickets that consisted of several coupons, initially labelled "A"-”C”

Slide 28:

YEAR 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 PRICE US $ 43 45 47 49.75 56 63 66 69 72 76 Its business advantages were obvious. Later, Disney introduced other entry options such as multi-day passes and Annual Passes Adult Admission Prices over time for single day

PROMOTION DISNEY VISA CARD:

PROMOTION DISNEY VISA CARD Choice to stay @ favourite Disneyland resort- reserved just for Card members. 10% off on purchases of $50 or more at Disneyland To meet and pose with some of the Disney Characters and get a complimentary photo Special vacation financing

SEASONAL EVENTS & ADVERTISEMENT:

SEASONAL EVENTS & ADVERTISEMENT Valentine's Day Summer Nightastic! Halloween Time Winter holidays Pears soap advertisement Clinic plus shampoo

PEOPLE:

PEOPLE About 1,00,000 are employed by Disney Areas of their work: Attractions, Cash Management, Disney Desk, Guest Relations, Maintenance, Photo Imaging, Resort Transportation & Parking, Retail Sales, Clerk Security, Stable Attendant, Ticket Seller, Ticket Taker, Warehouse Manager

PAY & BENEFITS:

PAY & BENEFITS Weekly pay Health-care insurance options Paid vacation and sick leave Retirement Plans Annual pay increases and premium-pay incentives Discounts at Disney resort hotels

PHYSICAL EVIDENCE BROCHURES:

PHYSICAL EVIDENCE BROCHURES

MAPS:

MAPS

PROCESS:

PROCESS Line of Visibility Purchase tickets Customer sits in the rides Check availability Print ticket & Receive cash Give park brochure W W F Yes No Come later Entry of sold tickets in database Line of Interaction Internal Line of Interaction Exit Rides Operation team, Maintenance team Information centers, parking cars, food facility, lost & found facility Go to ticket counter

GUEST SERVICES:

GUEST SERVICES ATMs Baby Center and Lost Children First Aid Information Centers Lockers Lost and Found Parking Transportation Wheelchair Rental

INCIDENTS AT DISNEYLAND :

INCIDENTS AT DISNEYLAND Negligence on the part of the guest The result of a guest's known or unknown health issues. Negligence on the part of the park, either by ride operator or maintenance 1. Hyperion Theater On April 22, 2003, 36-year old stage technician Christopher Bowman fell 60 feet from a catwalk in the Hyperion Theater . Bowman did not regain consciousness following the incident and died on May 18, 2003. 2. California Screamin On July 29, 2005, 25 guests were injured when one train rear-ended another and 15 guests were transported to local hospital An investigation determined that the cause was a faulty brake valve installed by Disney a few days earlier

RIDE SAFELY AT DISNEY:

RIDE SAFELY AT DISNEY Redundant Brakes designed to safely stop ride vehicles stop even if the primary brake system fails Dual Ride Control Systems That monitors conditions for safe ride Monitored Seat Belts In certain attractions, that help identify restraining devices that may not be properly secured Redundant Track Sensors That monitors vehicle speed and location

Slide 39:

Pressurized Tubular Track Rail that monitor the structural integrity of the track Automated Barriers such as station gates on certain attractions, that provide a barrier for Guests attempting to board vehicles or entering the ride path prematurely Motor Controller Overspeed Detection tracks the speed of drive motors and automatically shuts them down in the event they exceed acceptable velocities Backup Power (UPS) in case of power failure

DIFFERENTIATING FACTOR:

DIFFERENTIATING FACTOR Customer’s decision to buy is made first with emotion and second with logic Disney has masterful understanding of the emotional connection between its products and customers Customer’s family would spend hundreds of dollars for the pleasure of spending time in Disneyland where they will most certainly face hour long lines for the most popular rides and additional expenses on food .

Slide 41:

The driving force behind success is the understanding of customer engagement. Customer engagement is comprised of how the company makes the customer feel. In Disneyland customers definitely feel that they are valued If an issue arises, customer believes that Disneyland will work diligently to satisfy them

THANKYOU:

THANKYOU