Similar with other Disneylands, Disney Company have been using Mickey Mouse as the icon of Disney and Disneyland. The Disneynization helped to strengthen the image of Mickey Mouse in Disneyland Paris. However, the promotion of Mickey Mouse in Disneyland Paris created a tension between Disney and French Culture. It can be analysed from the image and characteristic of Mickey Mouse.
Disney tended to promote the tradition US Mickey Mouse to Disneyland Paris. This traditional US Mickey Mouse was very virtuous (Matusitz, 2010). Through the merchandising and decoration from Disneynization, it kept to promote this traditional image in Paris. However, the French interpreted the image of US Mickey Mouse as a very rigid and not …show more content…
These interactions are analysed in micro level or macro level. Micro level of analysis focuses on smaller component of society such as face-to-face interactions between individuals and individuals, while macro level of analysis focuses on impact of social structures and sees society as a whole. Structuration theory analyses phenomenon from both micro level and macro level. Based on the ideas proposed by Giddens, it is interpreted that French people had a strong sense of identity as a French that when Disney tried to apply its American style of practices directly on Disneyland Paris, a sense of cultural imperialism and invasion from external culture was experienced by French. In order to protect their own local culture, French used their bargaining power, purchasing power, to change the structure of Disney, which represented powerful dominant culture. From sociological perspective, the importance of local culture is emphasized that dominant parties cannot use their power to force local people to accept their …show more content…
USD 1.2 billion subsidies from the French Government also helped (Groote, 2011, p.25). Besides, the product differentiation of Disneyland also created customer loyalty and thus the switching costs of the customers were high. As for the bargaining power of suppliers, it is relatively low. Since Disneyland had its worldwide reputation, which was a source of sustainable sales, the suppliers could enjoy stable revenue from being a partner of Disneyland. Next, Disneyland Paris faced a medium buyer bargaining power. In 1992 to 1994, there was a recession in Europe that people became more price-sensitive, given the low income of people and the high prices Disneyland charged, customers did not possess much bargaining power. Threat of substitute is relatively high. Unlike Disneyland’s expectations, most Europeans tended to stay in Disneyland for only one day; they preferred not to live in Disney Hotel for few days. Apart from visit to Disneyland Paris, alternative activities were planned if they had long holidays. As for the intensity of rivalry, the threat is medium. Although there was a number of theme parks in Europe, given the high switching costs of customers, Disneyland Paris had been market-leading (Table 1). The theory focused less on the cultural factors and
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The Walt Disney company does not only have an immense amount of economic power on the American entertainment industry and popular culture, but they have acquired influence across the world. The company has recorded that one quarter of the 45 billion dollars Disney makes annually comes for the international market (Hongmei). It can be said that Disney is one of the best-known companies or brands in the worlds and covers a wide range of markets from films to television programs, to merchandise and publishing not to mention the theme parks. However, the inspiration to expand globally does not completely rest on income and to promote capitalism within the company. In some circumstances the marketing decision is more political than economical.
History of the famous theme park, Disneyland is a place known for creating a safe and fun environment to its visitors. The wonderful place for your imagination to go free has a lot of hidden secrets and many things that most don't know about. It is most well known for the many cartoon characters and it's kid friendly movies with funny jokes to keep adults entertained. Then again the creator is not as well known. Disneyland has had a tremendous impact on society by advertising in mass to children, it changed the face of animation, and showed with hardworking and dedication your dreams can come true.
Disney has been a worldwide phenomenon in terms of creating entertainment for kids and even older adults. Disney has been able to expand and grow its franchises and create new franchises that are capable of become world-wide hits. Its due to its ability to change and manipulate its marketing strategies that allow Disney to appeal to its market. Another main marketing strategy that has allowed Disney to dominate all of its competition has recently been by cross platforming and taking over different companies and implementing them so that they can increase profits.
Disney creates a mindset that anything is possible and that fairytales do come true. When children watch Disney movies, they form a Utopia an imaginary word in which everything is good and there are no problems and even if there are the people can always win. When I was young I was fascinated by the Disney movies and I still am. They provide us with a perception of a better life. Children are the same their perception is made
EXECUTIVE SUMMARY This report presents an analysis of The Walt Disney Company. It is one of the global’s leading manufacturers and providers of entertainment. The company manages through its five business segments which includes parks and resorts, media networks, studio entertainment, consumer products and interactive. The Disney’s objective is to be one of the world 's leading manufactures and companies of entertainment and information, by using its portfolio of brands to differentiate its content, services and consumer products.
Participation of very few firms in this market is the cause for Disney to be an oligopoly. Some of Disney’s major competitors include News Corporation (NWS), Time Warner (TWX), DreamWorks Animation SKG (DWA), and Viacom (VIA), who directly compete with Disney in myriad business lines. As there are only a few number of firms, competitive pricing does not exist and consumers have limited choices to choose from. Walt Disney Company is large enough to affect the market. Hence, the firm is a price maker and changes prices quite frequently to maximize profits.
Cultures are spread through globalisation through knowledge, ideas, clothing, beliefs, values, languages, food and movies. When contact occurs between cultures, all ideas are spread and transferred which has become easier nowadays than in the past because fewer people were to able to travel and experience the rest of the world. Disney, Disney princesses especially, has had a big impact on the spread of cultures from Saudi Arabia 's Aladdin to Germany 's Snow White and the Seven Dwarves to China 's Mulan. Not only has Disney spread the culture of beliefs and values, most children from all around the world who has watched a Disney princess original would be able to identify the traditional dresses such as the Qipao from China in Mulan. Their movies have also given children a way to apprehend various styles of cultures.
Gans observed that, “powerful boards of directors regulate the various media; writers, casting agents, directors, and producers decide what goes into sitcoms, soap operas, and afterschool specials.” When a handful of companies are able to influence everything a nation watches and reads about, it begins to influence culture. Why is it that the ideal family vacation for a middle-class family is a trip down to Orlando see everyone’s favorite mouse? Why is it that we automatically know what everyone’s “favorite mouse” is referring to? It is because Disney World has become a cultural
Disney believed European people vacationed in the same way as Americans did, but they don’t and it could have been corrected though cultural awareness at little cost, but Disney never thought asked or they didn’t know what to ask. Disney tried to impose American values in the Euro-Disney theme such as banning alcohol.
The threats of new entrants are low since they need to invest huge money to compete with Disney. For instance, the investment of Disney theme park is very high and the time of construction is quite long. Both of the two factors make it difficult for new entrants to enter this market. Another barrier is the power of the brand name. Disney has already owned loyal customers and they will prefer to visit Disneyland and watch Disney movies first instead of other places or new
Since younger age, we are introduced to the very first kind of entertainment called ‘cartoon’. It is presented both as comic books and television shows. As a child, people tend to prefer an animated cartoon or animation. Animation cartoon in various types is widespread and famous all around the world as it does not only entertain people, but many of cartoons and animation cartoons give readers and audiences good moral for the living. It can be said that this kind of entertainment is a good source of communication because it is mostly reflected from real situation of people.