Case Study - Disney Essay Example | Topics and Well Written Essays - 4500 words

Case Study - Disney - Essay Example 191). At that time, the film industry, movies did not have sound; Mickey Mouse was supposed to make his first appearance in silent film called â€Å"Plane Crazy† (Richardson, 2004, p.19). Since then, the Company has a diversified international investment in a range of industries; it has five business segments i.e. parks and resorts, media networks, consumer products, studio entertainment and interactive media (Company Overview, n.d.). In the year of 1955, Walt Disney opened Disneyland. Subsequently, it converted into The Walt Disney Parks and Resorts (WDP&R) as one of the leading facilitators of leisure experiences and family travel. Currently, there are five vacation destinations with 11 theme parks having 43 resorts in North America, Asia and Europe and sixth destination is under construction in mainland China’s Shanghai province. WDP&R also provide the Disney Cruise Line along with its four ships i.e. Disney Wonder, Disney Magic, Disney Fantasy and Disney Dream; Disn ey Vacation Club along with 11 properties and more than 5, 00,000 participants as members are the main services offered by the company. Mainly, it is the contribution of the Walt Disney Studios that has provided the strong foundations to the Walt Disney Company. ... The Disney Theatrical Group issues licenses to and produces live events, encompassing Disney on Ice, Disney on Broadway and Disney Live. Subsequently, the Disney Music Group includes the Hollywood Records and Walt Disney Records and Disney Music Publishing. Disney Consumer Products (DCP) is the major business segment of the company. The DCP sells products such as home decor, books, stationary, beverages, foods, electronics and fine arts. Currently, DCP, which was formally launched in 1987, operates in North America, Japan and Europe through various retail chain stores under the label of the Disney Store. In the year of 2008, the company launched its new business segment with the label of Disney Interactive, which entertains families, kids through the products compatible with all sorts of digital media platforms including social and console games and blockbuster mobile. Situation analysis Environmental trends Macro Analysis Macro analysis can be carried out by PESTEL analysis of the C hinese market. PESTEL stands for Political, Economic, Social, Technological, Environmental and Legal aspect of market. The acknowledged benefit of using the PESTEL analysis as macro analysis tool is to understand the strategic position of an organization within a macro environment. In the following parts, macro analysis would mainly focus on the Chinese macro environment particularly relevant to Shanghai Disneyland. Political The Chinese government has put in place a considerable number of regulatory conditions applicable to both domestic and foreign companies operational in China. For instance, the land in China remains under the ownership of