The Marketing Functions Of Walt Disney Tourism Essay

The Marketing Functions Of Walt Disney Tourism Essay The Walt Disneys core business area is Amusement and theme parks. Organization started business in 1955 with an 80-acre Park in California US. Currently they have theme parks in US, Tokyo and France. Euro Disneyland was one of their biggest projects in 1990s; the venture was one of the American efforts to expand their business in foreign countries. Even though Walt Disneys first foreign venture in Tokyo was a success, their next expansion of business in foreign soil Euro Disney became a failure. Objective of this document is to examine marketing management and its role in the business at Euro Disney. Throughout the document it focuses on current marketing function and identifies significant issues which has caused noteworthy drop in the performance of Euro Disney and analyses fundamentals of consumer market behaviour and the use of marketing concept to overcome the situation. Euro Disney Marketing Functions Marketing research   Since Tokyo Disneyland became an instant hit, Walt Disney Company executives believed they learned so much about operating a theme park in another country, they began immediately to search for a site for a fourth park. The selection was Paris for many reasons. France had a spectacular transportation network because of its large population. The Walt Disney Company executives believed since Tokyo Disneyland and Paris was located in almost the same latitude and shared a similar cold-weather climate that they would be able operate successfully. Their research was aimed at Europe because Disney films historically have done better there than in the United States. Because of this Disney entertainment was already familiar with western European audiences, (Scimone, 1991). Marketing planning   SWOT Analysis Product development   Development of Euro Disney was mainly focused on not to repeating two mistakes that they did during past ventures, i.e. Allowing other establishments to open hotels in surrounding area of the theme park As happened in Orlando, Florida, where only 14% of the hotels owned by Disney. Allowing another company to own the theme park Where Disney just collects royalties from an immensely profitable attraction (Solomon, 1994) Consequently, Walt Disney bought far more land then it needed in order to eventually build 700,000 square meters of office space, a 750,000 square meter corporate park, 2,500 individual homes, a 95,000 square meter shopping mall, 2,400 apartments and 3,000 time share apartments (de Quillacq, 1994).   Advertisement and sales promotion Euro Disneyland did marketing to emphasize that it is a Complete vacation destination that offers enough to keep family happily occupied for a week(Scimone, 1991, p18). They promoted Euro Disney as a place where French guest could visit and stay for a long duration. Their main strategy of marketing was promoting the theme park by adopting American Style. i.e.Bigness and extravagance (Wentz Crumley, 1993, p. I 23).Furthermore they used little showcase to market what adventures guests could perform and used characters to explain what they could see inside the park. All the sign boards inside the park were themed with Pirates of Caribbean style and trademark was Smile a lot. To achieve more guest attraction into the park, Euro Disney organized events such as Halloween. Law price tickets were sold after 5pm specifically targeting Parisians, another marketing tactic was to give reductions to school groups and people below 25 and over 60. Selling and distribution   The accessibility to the location of euro Disney Land has been made easier by location itself, where its only 20 miles away from center of Paris and also its situated between two international airports of Orly and Roissy-Charles-de-Gaulle. Also the site is connected with French railway regional express where its connected with the Paris metro system. On the opening day itself the direct rail link to Great Britain via the English Channel wade the pathway to countless additional potential guests.   Public relations The employees with trilingual capabilities were given more prominence in recruitment of staff, since Disney hoped to attract visitors from all over Europe. These employees were given special human resource training to implant the Have a nice day mentality and to smile the Disney Smile. Employees were also instructed to adhere to the Disney Look to be in line with the Disney culture. Analysis of the fundamentals of consumer behaviour The buying process There are four types of buying behavior: Disney Europe expected a variety seeking buying behavior from the customer, as they offered a variety of products within the theme park. Ranging from theme park rides, interaction with Disney characters, food, beverages, Disney merchandize and many more. Root cause Analysis The strategy that Disney wanted to implement was the same tried and tested model that they had adopted in the Unites states and Tokyo. However the root causes for their failure was also this strategy which failed to factor in the socio cultural differences of the French and Europeans and their over ambitious plans to develop the site plus their financial structure itself. Strategy mismatch at Euro Disney The root cause of the blunder that Disney made in France was that they perceived that their theme park was a monopoly due to its size a monopoly is described in literature is described as a single supplier with no rivals and high barriers to entry.   When comparing Disney to the other theme parks that were in existence at the time its evident that all of them were small and less known than the famous Disney brand. Also it was very difficult for an investor to come up with a park of the same size and quality due to the high cost involved. Therefore Disneys assumption about the monopolistic position could not be faulted. Disney was also focusing on tourists who would spend several days at the park in order to experience the entire park, which would entail revenue from their hotels, food and merchandise;. Euro Disney due to their perception of their park being a monopoly also priced themselves at a premium, which was more expensive even compared to the tickets for their venues in America. It was also discovered that consumers were not behaving in the manner expected for a monopolistic market. However what transpired was that the French saw it as a day destination which made Disney compete with many other smaller theme parks scattered around France. Euro Disney also miscalculated the per-capita spending of visitors to the park. It was assumed by them that customers would spend as much as Americans and Japanese, however French visitors spent about 12% less than their counterparties. Europeans left the theme parks empty handed whereas this was rarely seen to take place in America and Japan. Cultural Issues Disney failed to identify the existence of cultural differences in Europe resulting in them making the following mistakes; Disney executives thought that Europeans had the same holiday patterns as Americans who spent their money on several short holiday sprees, whereas the Europeans and French were more likely to spread their money and take a few longer breaks. The company also miscalculated the eating habits of the European visitors where they thought they would emulate the Americans by having a quick meal rather than a sit down meal at the appointed time accompanied with wine and liquor. This caused a huge uproar as the French were accustomed to taking a glass of wine with a meal. The employees who were predominantly French were expected to act in a manner that was contradictory to their social customs. The Disney Company expected their employees to adhere to a strict thirteen page guideline which imposed a well scrubbed American look. This did not sit very well with the employees who preferred their individualism. Marketing strategy mismatch The theme park was marketed as à ¢Ã¢â€š ¬Ã‚ ¦a complete vacation destination that offers enough to keep the family occupied for a week (Scimone, 1991.p.18) this strategy boasts typical American style bigness and extravagance. Where they have completely alienated the emotional aspect of it by neglecting to emphasis on the special memorable experience the family could have. This clearly shows that the company did not consider the views of the Europeans when developing their strategies. Euro Disney also did not see the approaching recession which tumbled the French real estate market which largely negated their strategy of developing property and selling it to potential buyers; it also shrunk the European and French disposable income so that families thought twice before taking a costly vacation at Euro Disney. Operational Strategy Mismatch Euro Disney encountered several operational mismatches during its early existence some of which are still in existence today such as the right level of staffing at the theme park, it was assumed that Monday would be a light day for guests and Friday would be heavy but the reverse was true. They also miscalculated the facilities available for parking, hotel check out positions, poor management of the crowds (Large queues, restaurant seating capacity) Strategic Action Plan for Disney Euro Seven Ps of Euro Disney Product Happiness Place Euro Disney Park Promotion Powerful and widely known brand name The amount of publicity generated by the project Price Determined by benchmarking those of other Disney parks People All the cast members , current and previous customers Physical environment Theme park , hotel , retail complexes and recreational facilities Process The process by which the product happiness and satisfaction is delivered to customers Recommendation and conclusion By analyzing the above facts, there are two main objectives that Euro Disney Co will consider; those are to overcome their high debt incurred along the way of its operations and to fulfil the gap of the cultural mismatch. Euro Disneyland reported $905 million loss for the fiscal year that ended in September 30, 1993(Sterngold, 1994), and by December 31, 1993, Euro Disneyland had amassed cumulative loss of 6.04 Billion French Francs or 1.03 billion US dollars (Grumbel Turner, 1994). Therefore to overcome these debts the following strategies and tactics are recommended; Issuing of shares to the borrowers to set off against the outstanding debts. Rights issue to the existing share holders in order to raise funds to recover the company debts. Downsizing of employees. Reposition the brand to reflect its proximity to Paris. Price deductions on entrance fee and hotel prices on special promotional periods, and on different custom segments such as schools, age and etc. Offer all inclusive packages which include transport, food and accommodation to attract budget tourists. Design special festivals aimed at different seasons of the year such as Spring, Summer, Autumn and Winter this will entice visitors to the park several times a year to have a different experience.(Increase Consumption) Introduce activities such as golf, tennis etc to cater to the different segments of visitors. Revamping of the way it was marketed to be a family oriented vacation highlighting the emotional aspect of it. Expand the market to other untapped markets such as the Middle East and Afric A better mechanism to lighten up the current customer service in order to attract more customers to the business. By achieving the plan mentioned above we are confident that the euro Disney operation can be made profitable successful.

Words and Morphemes :: essays research papers

Words and Morphemes The Morpheme In order to describe the form of the linguistic expressions (phrases, sentences, texts) in a language, we must describe how those complex expressions are built from smaller parts, until ultimately we which the atoms of linguistic form. The term morpheme is used to refer to an atom of linguistic form. Most languages have a word like the English word 'word', that appears at first to refer to precisely the sorts of minimal linguistic objects we have in mind. But there are two reasons to reject 'word' as the label for the minimal unit of linguistic form: The term 'word' is ambiguous, referring to at least three different sorts of object. In many languages, linguistic expressions we would want to identify as words are in fact structurally complex. We consider the second of these points here; the first is taken up below. The following are all words of English: cat cats cat+s catty cat+y help helped help+ed unhelpful un+help+ful bake bakery bak+ery baker bak+er dedicate dedication dedicat+ion rededicate re+dedicate rededicationings re+dedicat+ion+ing+s establish establishment establish+ment antidisestablishmentarianism anti+dis+establish+ment+ari+an+ism The words in the centre column can be broken down into parts, as indicated in the right-hand column. It is not obvious that those in the left-hand column can be factored in the same way. A monomorphemic word like 'help' is structurally complex in one sense; it can be decomposed into distinct phonological elements (sounds, if you will), each associated with some configuration of the speech organs. The same is true of 'helped' of course, but that is not what leads up to segment 'helped' into two morphemes: help+ed (/help+t/). The intuition that leads us to divide 'helped' into two parts is that each part is associated with a meaning. Thus, the usual definition of morpheme is something like the following: A morpheme is the minimal unit of linguistic expression that is associated with a meaning. The term 'duality of patterning' was current in the 1960's to refer to this design feature of human language; that phonological objects without meaning combine to form meaningful atoms, which themselves combine to form complex linguistic expressions. Types of Morphemes The standard typology of morphemes classifies them according to their: freedom of occurrence free bound morphological function root stem affix mode of attachment prefix suffix infix circumfix reduplication Free and Bound Morphemes Free morphemes are those that can occur alone, as monomorphemic words; bound morphemes always occur in combination with some other morpheme: It is often the case, in a morphologically-complex word, that none of the component morphemes are free, as in:

International students in English speaking universities Essay

Introduction With the brisk pace of economic globalization, higher education is becoming more internationalized as well. An increasing number of students choose to receive higher education abroad in countries like the US, the UK and Australia, where there are many world-class universities that are expected to provide high-quality education for both domestic and overseas students. However, due to various reasons, and often out of their expectation, international students inevitably meet kinds of problems and difficulties that hinder them from integrating with the new environment, especially heavily impact their life and learning at university. This essay will account for the difficulties that international students may encounter in their adjustment and achievement, using the Leslie and Smith (2004) and Andrade (2006) to support the points. Emotion changes Due to the cultural differences, most international students feel shocked. They leave home and parental care, studying in an unfamiliar country. Rajapaksa and Dundes (2000) discovered that international students felt more lonely and homesick than domestic students. â€Å"Their adjustment was affected by their satisfaction with social networks as opposed to the number of close friends.† (Andrade, 2006). In this case, international students may feel difficult to achieve the targets. On the other hands, international students can be easier to get angry because of lack of language proficiency then they often do not understand what is going on. Passive VS Active Based on the past study in their own countries, international student consider that learning is passive. However, now in English speaking universities, learning become more active. (Leslie and Smith, 2004) International students have difï ¬ culty understanding spoken English and have weak writing skills whereas students criticized instructors for their use of colloquial English and rapid speech. Similarly, professors felt students did  not take responsibility for their own learning while students found professors indifferent. (Robertson et al., 2000) As a result, international students need more and more independent study by themselves. They also have to be initiative. It is Another research demonstrated that international students preferred to work alone, which supports a common view that international students dislike group work. (Sarkodie- Mensah, 1998) Also, they reported valuing warm, friendly relationships with their instructors in contrast with the belief that international students are accustomed to a formal student-professor relationship. (Sarkodie- Mensah, 1998). Although, students need more group work in English speaking universities and they should know how to work cooperatively, they still need to learn how to work by themselves when they write essays and review for the exams. Teaching tools It is worth mentioning that there are a lot more advanced facilities in English speaking universities than at home. (Leslie and Smith, 2004) There are a lot of computers in library so that students can use to find information to make preparation for essay or presentation. In addition to this, students all have their own text books back home and sometimes teachers give them lots of photocopied handouts.( Leslie and Smith, 2004) There are three other pertinent interventions for international students. One involves using outreach support groups to help international students who may need counseling but are reluctant to initiate contact (Smith et al., 1999); however, actual adjustment is not measured. Another outlines ideas for web-based orientation (Murphy et al., 2002) and the third suggests a multi-phase approach to orientation (Lin and Yi, 1997) (Andrade, 2006) Also, content-based ESL courses, learning communities, support courses, comprehensive programming and peer study partnerships have been successful in providing international students with academic support. (Andrade, 2006) Summary Due to various reasons, international students have to encounter many problems when they study in English speaking universities. The adjustment issues raised in this review should be considered to enhance the mutually rewarding practice of international study. Reference Andrade, 2006 p3-4, p7 Leslie and Smith’ survey, 2004, p13-14 ï » ¿International students in English speaking universities Essay Introduction With the brisk pace of economic globalization, higher education is becoming more internationalized as well. An increasing number of students choose to receive higher education abroad in countries like the US, the UK and Australia, where there are many world-class universities that are expected to provide high-quality education for both domestic and overseas students. However, due to various reasons, and often out of their expectation, international students inevitably meet kinds of problems and difficulties that hinder them from integrating with the new environment, especially heavily impact their life and learning at university. This essay will account for the difficulties that international students may encounter in their adjustment and achievement, using the Leslie and Smith (2004) and Andrade (2006) to support the points. Emotion changes Due to the cultural differences, most international students feel shocked. They leave home and parental care, studying in an unfamiliar country. Rajapaksa and Dundes (2000) discovered that international students felt more lonely and homesick than domestic students. â€Å"Their adjustment was affected by their satisfaction with social networks as opposed to the number of close friends.† (Andrade, 2006). In this case, international students may feel difficult to achieve the targets. On the other hands, international students can be easier to get angry because of lack of language proficiency then they often do not understand what is going on. Passive VS Active Based on the past study in their own countries, international student consider that learning is passive. However, now in English speaking universities, learning become more active. (Leslie and Smith, 2004) International students have difï ¬ culty understanding spoken English and have weak writing skills whereas students criticized instructors for their use of colloquial English and rapid speech. Similarly, professors felt students did not take responsibility for their own learning while students found professors indifferent. (Robertson et al., 2000) As a result, international students need more and more independent study by themselves. They also have to be initiative. It is Another research demonstrated that international students preferred to work alone, which supports a common view that international students dislike group work. (Sarkodie- Mensah, 1998) Also, they reported valuing warm, friendly relationships with their instructors in contrast with the belief that international students are accustomed to a formal student-professor relationship. (Sarkodie- Mensah, 1998). Although, students need more group work in English speaking universities and they should know how to work cooperatively, they still need to learn how to work by themselves when they write essays and review for the exams. Teaching tools It is worth mentioning that there are a lot more advanced facilities in English speaking universities than at home. (Leslie and Smith, 2004) There are a lot of computers in library so that students can use to find information to make preparation for essay or presentation. In addition to this, students all have their own text books back home and sometimes teachers give them lots of photocopied handouts.( Leslie and Smith, 2004) There are three other pertinent interventions for international students. One involves using outreach support groups to help international students who may need counseling but are reluctant to initiate contact (Smith et al., 1999); however, actual adjustment is not measured. Another outlines ideas for web-based orientation (Murphy et al., 2002) and the third suggests a multi-phase approach to orientation (Lin and Yi, 1997) (Andrade, 2006) Also, content-based ESL courses, learning communities, support courses, comprehensive programming and peer study partnerships have been successful in providing international students with academic support. (Andrade, 2006) Summary Due to various reasons, international students have to encounter many problems when they study in English speaking universities. The adjustment issues raised in this review should be considered to enhance the mutually rewarding practice of international study. Reference Andrade, 2006 p3-4, p7 Leslie and Smith’ survey, 2004, p13-14

Parenthood Not For the Faint of Heart Essay - 1219 Words

Whatever the circumstance that initiates parenthood, there is one constant variable - there is a new person in this world needing care. The most qualified people for the job are the parents. True, there are no manuals, but each of us has the basic tools needed to become effective parents. These tools are programmed into our DNA for survival of the species. The only difference between us and the rest of the animal kingdom, who seem to have no problem raising their young to be self reliant members of their social order, is our self indulgent free will. Effective parenting requires love, patience, strength, resilience, and sense of purpose. Effective parenting also requires a social support system that reinforces and supports the efforts†¦show more content†¦I did not want to pull her from the program, but I did not want things to continue as they were. The situation came to a turning point when the director greeted me at the door as I came to pick Jessica up after bowling one day. I was informed Jessica and her teammates were being completely disruptive and ignored the director’s requests to bowl properly. I told Jessica to apologize to the director and promise to behave in the future. Throwing a look to her new friends, Jessica gave me a sarcastic resp onse. A tactical error of epic proportions! I looked my daughter steely in the eyes and in front of her friends, the director, and the entire bowling league, said in a very slow and calm voice, â€Å"If you think I am going to stand by and let you turn into these two (motioning my thumb to her new friends), you’re mistaken. If I have to, I will quit my job and make watching your every move my new profession. We don’t need to shop at Limited Too, Goodwill is just fine. I’ll just call the school and explain the situation. They won’t mind if I sit behind you in every class. Walk behind you in the halls. Sit with you in the cafeteria. When you go to the bathroom, I’ll be there. Nothing is as important in my life as you. So whatever it takes to get you back to the person we raised, that’s what I’ll do. It’s up to you.† As a mother it was my defining moment. I knew she knew I meant every word, and she was not going to call my bluff. Jessica apologized toShow MoreRelatedAndromaches Lamentations In The Iliad Analysis1624 Words   |  7 Pageslater lines, however, the martial qualities are revived and directly contrast with this domesticity. Andromache runs out of the house like a â€Å"raving† woman with â€Å"pulsing heart,† just like a soldier whose brother or a close friend had died (22.460-461). When she comes up the wall and sees Achilles dragging Hektor around, she faints, and this scene even more resembles the death of a soldier, particularly Patroklos: The darkness of night misted over the eyes of Andromache. She fell backward, and graspedRead MoreDuring The Trimesters Of Pregnancy, Every Change That The1481 Words   |  6 Pageswork. This make them feel depressed sometimes because they feel useless. Pregnancy hormones make woman crazy and that’s why they a big impact on mood swings throughout the nine months. A woman’s body produces extra blood during pregnancy, and her heart beats faster and harder than usual to carry the extra blood. Many of the pregnancy symptoms from the first 2 months continue, and sometimes worsen during the third month. This is especially true of nausea. A woman’s breasts continue growing and changingRead More Early Child Development Essay4131 Words   |  17 Pagescalled organogenesis. The sex organs are also formed during this period. Basic forms of both sex organs are developed, but sooner or later, one set will develop more while the other deteriorates. About four weeks after fertilization, the embryo’s heart begins to beat. It is about 7mm long by this time. The brain and spinal cord are beginning to form, causing the embryo to grow a tail, much like that of a tadpole. The embryo also has little stubs that will soon take shape as its arms and legs. TheRead MoreLogical Reasoning189930 Words   |  760 Pagesor factual (substantial disagreement): Serena: Did you hear that Andrea is in Kaiser Hospital with brain injuries from that motorcycle accident? She is alive but so lifeless lying there, so pitiful, no brain activity, just a slowly beating heart and a faint breath. David, you’ve really got to visit her before she dies. David: No, she has already died, because she has no brain activity. I heard this from Jesse, who talked to the doctor. Ill go to the funeral instead.103 34. Create an original