Case Study: Disney in Asia

                                            Case Study: Disney in Asia

   A decision matrix helps us make rational decisions through the analysis of a number of similar options. Decision-making happens every day, and some require much thought while others are just simple. Complex decisions should be considered in light of a number of criteria (“Expert Program Management,” 2018). In this case, for example, establishing a Disney theme park in Asia, we need to weigh on the lifestyle of the people, the language of the locals, the weather of the country, the food and the cultural interests of the people.

A decision matrix analysis enables us to make the best decision taking account of all these factors. We have a number of factors to consider and a number of options available therefore making this technique more useful when there are a number of options to consider but no clear, obvious choice to decide to establish a theme park in Asia. From the above, the totals of the weighted scores for each option are 36 for gender, 30 for time, and 42 for language. The option with the highest total score is the winner or the preferred option; in this case, it is the language, which carried the day with 42. Other options like gender and time are not quite as important as the language. Disney company ought to take the language of the Asian people seriously as it establishes the Disney theme park.

The cultural challenges I chose are not vastly different from those in Europe. In its expansion, plan one cultural challenge the company faces is the language. Just like in the case of Euro Disney, French did not use English as their first language, but rather it uses French. Many nations in Asia do not use English as their first language. This situation has a major problem for the American based company, which uses the English language in its all themes and characters. Another cultural change is cultural interest, which involves integrating the countries culture and festivals into the theme parks. This aspect of cultural interest did not come out of the Euro Disney very clearly though the company finds out ways to blend. Asian countries have a unique cultural interest, and the company has to find ways to incorporate them in the theme park. This is the only way the company will remain relevant in Asian countries. Another challenge, which was different from Euro Disney, was national festivals. The national festivals in Asia are prominent and important to the people. It has to put into consideration the incorporating of these events in their theme parks. The people’s lifestyle was not so much different from Euro Disney thought it was unique for the Asia Disney. The company faces the challenge of getting the insight of the people’s lifestyle. For example, Disney thought it was considerate through offering in its menu fin soup. They, however, did not put into consideration the reaction of the environmentalists in the region (Luthans & Doh, 2012). Another challenge was the weather, which was different from the euro Disney. Certain regions of Asia are rainy; for example, Hong Kong Disney is rainy; therefore, the spaces are more covered than other theme parks like in France, and so people still enjoy the attractions. In short, these Asian cultural challenges were not so much different from the euro Disney company since every region has its unique cultural difference, and therefore Disney theme park as a foreign company has to face cultural challenges slightly different in different countries.

The role culture play in the location of the choice of Disney theme parks is immense. As noted by Kemperman (2000), cultural variables such as gender language and time have a great influence on the location of the theme parks. The organizers of the business who aspires to go abroad for business have to consider the language of the people and other cultural influences as it has huge impact on the success of the company. These variables influence the arrangement and the design of the theme park. Investors have to put into consideration the elements such as time factor and gender. These cultural variables will spell out the kind of characters who can be in the theme parks. For example, children in Asia and America have different favorite cartoon characters. What is of major priority for the children is the location of the characters in and out of the theme park. It is worth noting that people in different cultures harbor different interest and meaning in theme parks. For example, some people harbor a view that theme parks are places of pure relaxation where they go with their families to spend time together. Others view theme parks as places for fun and enjoyment (Kemperman, 2000). Therefore, the design and location of the theme park will depend on that view. For example, the design and location of the theme park for relaxation will be different from the design and location of theme park meant for fun and enjoyment. It is also important to note that some cultural beliefs are restrictive and robust and, therefore, do not support the idea of leisure and pleasure. They restrict people from accessing television, and hence the children will have no idea of the characters in the children’s programs. Such restrictive and strong cultural beliefs are rare, and it would not be feasible for a company to open a theme park in that location.

The shanghai park has been very slow to get off to the ground due to controversies. Disney initially attracted to shanghai due to industrialization, commercialization, and a relatively large number of people. However, the corruption in government slowed the progress as it was put on hold in 2006(Luthans & Doh, 2012). It had to once again explore the potential in 2009. Also, Disney shanghai park was controversy emanated from food policies and security checks, which was started by a food ban lawsuit that had remained unresolved. The media had highlighted the theme park’s new rules and security entry procedures. The company had to respond due to public interest in its quest to improve on the safety of its customers and the vast experience of the park. The lawsuit was filed on the company on the dispute with park security, who denied the customer to bring in her snack to the park when she made a trip to the park. The complainant demanded to overturn of the food ban and the park compensation due to her loss. The Disney policy to have its staff check the visitor’s bags for items before entry was so much controversial to the locals who did not agree with it. The banning of outside food, alcoholic, and nonalcoholic beverages did not sit well for the visitors. The security screening of visitors, according to the company, was according to the law and not for fun (Rui, 2019). The company works closely with the local government to develop security entry procedures and monitor them to ensure compliance. When this policy was made public, it provoked heated debates and disputes online. The visitors online argued that the bag checks and the food ban policies were unfair and violation of privacy (Rui, 2019). The locals questioned Disney’s interests and financial motivation behind entry policies bearing in mind the overpricing of food and beverages supplied within the parks. The risks of the project were the imposition of these entry policies, which brought many issues up to litigation. If the company had to lose, the cases out of the disputes, which end up in compensation it, will significantly lose and would not be a good thing for its wellbeing. On the other hand, the benefit of the project was that the food prices o0f the shanghai Disneyland were acceptable compared with other Disney parks around the world. Supporters of Disney also welcome the strict security checks as a move to improve the safety of the theme park, to protect guests and guest experience.

In conclusion, Disney’s expansion in Asia cannot escape the embracing of cultural differences in the world. They must consider and take the cultural diversity aspect in its decision making regarding the theme park seriously. In its expansion plans, it will face the cultural challenges language, food, lifestyle of people, and cultural interest.it is evident that Disney, which is American based, uses English as their first language. It’s all characters and themes are in English. However,this is not so in the Asian countries since English is not their first language.it is imperative for the company to get the insight of the Asia language and appreciate it and use its characters and themes.it has to incorporate cultural interests of Asia in the theme park for the company to remain relevant in that region. The company has to take into consideration the important national festivals of the Asian people, which is the heart of their culture and identity. Disney has to integrate the Asian country’s festivals and cultures into the theme park. The company has to understand the lifestyle of the people in its expansion. Disney has to have in mind that the visitor experiences in Asia will be unique and have to understand very well and make adjustments if need be. The company has to listen to the complaints of the visitors and respond to them in a manner, which it does not hurt their relationships .it has to listen to all voices to optimize its operations to create magical moments and happiness that lasts a lifetime to its guests with friends and families.

                                                                    References

Expert Program Management. (2018). Retrieved 28 February 2020, from https://expertprogrammanagement.com/2017/09/decision-matrix-analysis/

Kemperman, A. (2000). Temporal aspects of theme park choice behavior. Modeling variety

seeking, seasonality, and diversification to support theme park planning. Collection Bouwstenen, 58.

Luthans, F., & Doh, J. P. (2012). International Management: Culture, strategy, and behavior.

New York: McGraw-Hill.

Rui, Z. (2019). Disney responds to controversial security checks- China.org.cn. Retrieved 28

February 2020, from http://www.china.org.cn/china/2019-08/24/content_75133879.htm