Introduction
Disneyland Paris was originally known as Euro Disney Resort, and later on turned to be Euro Disneyland. (Cateora, P.R., & Graham, J 2006, pp 34). It was a home to two theme parks as well as seven hotels, entertainment complex, dining and a shopping center. This company has opened its branches in several parts of the world. It is a common knowledge that for any business to succeed there must be a lot of reasons behind it.( Abhijeet S 2010,pp 77). Furthermore, it must have its strengths, weaknesses, opportunities and also its threats which are discussed below. In this paper, I have discussed several factors which are unique with Disnley Company which make it thrive all along.
SWOT ANALYSIS
STRENGTHS
Disneyland Paris is famous worldwide and this put it in apposition to have many customers all over the world. Unlike some other companies, Disneyland Paris Company makes a lot of profits which make it sustain its operations. Also this particular company has very many years of experience in operation. (Cateora, P.R., & Graham, J 2006, pp 87). This applies both internationally and locally and it has helped the company even to be known and liked by many people. Another unique feature is that Disneyland Paris offer high quality products and services in their day today operations. This company attracts a lot of employees at all skills. This is due to the fact that they employ people at all levels of education. This brings in varied and many operation skills in the company. (Abhijeet S 2010, pp 36).
WEAKNESSES
Since Disneyland Paris employ several people at all level of skills, it has many employees which definitely lead to low salary payment. This makes very difficult for them to maintain employees due to high turnover. (Anthony, R, .1993 pp 145). When they employ people with low level skill make them have low skilled manager or rather unskilled labor. Another weakness is that since they have many customers, there are a lot of queues which lead to wastage of time while being served.
OPPORTUNITIES
This company has tasted itself by successfully opening and running several businesses such as Disney theme park, a Disney themed resort hotel complex, and a retail, dining and entertainment centre, there are very high chances of expansion. The western culture accepts most of the activities which are being offered by this company therefore they have the opportunity of reducing their cost of advertisement. (Cateora, P.R., & Graham, J 2006, pp 98). Disneyland Paris operates in countries which levy low taxes to businesses and this gives them the opportunity to offer after sale services as well as discounts to their customers. This will help them a lot in attracting and maintaining customers. Most of their employees are multilingual and this makes them to offer services to many customers across the worlds who speak different languages.
THREATS
This company is being faced by threats such as big and famous companies such as universal studios might follow the way they do business and expand to big continents such as Asia hence makes completion very stiff. (Cateora, P.R., & Graham, J 2006, pp 67). There is also a possibility of unexpected low turn out of customers due to overestimation hence leads to loss. Disneyland Paris Company operates in countries like china which experience high rate of unemployment. (Anthony, R, .1993 pp 45). In such countries their might be low demand or less ability of the customers to spend. They are also faced with political challenges in the respective countries of their operation. This at times makes then to run at a loss.
Effective Customer Service For many businesses, high quality effective customer service is key objective is their priority and Disneyland Paris is not left behind in this sector. This is very important for a company like this because they operate in many countries with different cultural beliefs and practice. (Cateora, P.R., & Graham, J 2006, pp 159). Disneyland Paris Company provides its customers with high quality services as well as after sale services. They realize this by training their employees to this respect. Some of the qualities which are being possessed by the employees of this particular company are but no limited to how to be polite, courteous, and helpful, have good interpersonal skills and be well presented and look approachable.
This level of service from the employees of this company makes their customers to feel relaxed, free, secure and valued while receiving services at Disneyland Paris Company. This has really boosted their reputation across the world hence attracting more customers to them. Consequently, their revenues have increased which makes them maintain their standards. If they were not able to maintain their reputation, the customers could have chosen another competitive company to seek service from.
Disneyland Paris has a mission statement this is 'To bring families together and create the world's most magical smile!'(Cateora, P.R., & Graham, J 2006, pp 45). From the mission statement of this company, it brings hard work and makes the employees to work towards achieving something. By setting their objectives and aims make Disneyland Paris Company to be high motivated for better future. (Cateora, P.R., & Graham, J 2006, pp 133). Furthermore, their objectives and aims are not too simple which cannot allow for hard work. Their objectives ensure that they work hard to realize their goals and prosper. It is also good to realize that through mission statement which Disneyland Paris company is able to strive towards excellence. This makes them very different from their competitors who keep on modifying their modes of operation and forgetting one of the very important factors which is mission statement.
The Disney Culture
There is a very unique culture with Disneyland Paris Company which is rich quality standards, heritage, traditions, and values that create good and unique environment for business operation. (Anthony, R, .1993 pp 88). This is a very good culture which favors success. Disney employees stick to this culture and keep on practicing them everyday in order to ensure daily success for the company. The business believes that success is attributed to individuals and these individuals form a group who in term make a greater contribution. There is also performance excellence in this company as far as the company’s responsibility towards its clients. They also do the same to its employees, and its shareholders and other businesses. (Anthony, R, .1993 pp 87).
Implementation of Disney's mission & culture
In order to ensure good performance, each and every employee in this company ensures that they form part and parcel of the business. (Cateora, P.R., & Graham, J 2006, pp 12). This makes them motivated and they feel part of the business family and hence a sense of belonging ensures high performance. Each and every employee remains committed to his/her work daily. A person does not feel only as a worker but also important part of the business.
The next important factor in this business is how the company looks. There are rules and regulations at Disney such that the appearances of the employees are given priority.( Abhijeet S 2010,pp 78). Disney Company ensures professional impression by proving personal outlook of the environment in which it operates. The environment looks friendly and good to stay and work in.
The company is very concerned with the community in which it operates. It always works with the community surrounding and the community leaders. This creates a favorable environment for a business to thrive in. It also ensures that cross cultural differences which exists are well understood. (Abhijeet S 2010,pp 196). The employees are given time and also encouraged to work and familiarize themselves with the community around them. This builds a good rapport with the community.
Some of the activities they engage in is donation towards helping kids. The company is committed towards expansion and they stick to their dream.
Another very important factor which has contributed to the success of Disney Company is their unique marketing policy. (Cateora, P.R., & Graham, J 2006, pp 155). This company has several products and services of high value and exceptional quality. This makes them enjoy premium pricing and help them in achieving high marketing strategies.6the above mentioned factor together with the fact that Disney Company had had several operations internationally make them confident of expanding even further.( Abhijeet S 2010,pp 96).
Furthermore, the Disney Corporation recognizes diversity in their operations. This means that the employ people irrespective of race, religion and where they come from. They also do not consider sexual orientation under any circumstance. (Anthony, R, .1993 pp 22). It is clear that diversity brings together different skills and experiences that when put together, the output will be towards the maximum.
Business partners are also given priority as essential business partners in Disney Company. This company also encourages its employees to compete aggressively but also healthily in their environment. (Cateora, P.R., & Graham, J 2006, pp 190). They also ensure that legal procedures of the countries in which they work are followed to the latter to avoid wrangles with the government of that particular country.
Conclusion
However, even though Disney Company continues to expand and do well in the foreign countries, they continue to face some of the challenges. These challenges are cultural differences and unfamiliar practices. (Cateora, P.R., & Graham, J 2006, pp 134). The business is bound to their native laws and regulations and they tend to introduce it to each and every country they operate in. Some of them are not compatible hence at times they are forced to bend some of their rules. This is because while operating in a foreign country, it is important to obey their rules and hence Disney Company is forced to incorporate their culture smoothly and effectively.
All in all, this company has struggled and as per the stand its successes are more than its failures. Some of the obstacles like culture different are dealt with appropriately through good and experienced mangers employed by the company.( Abhijeet S 2010,pp76).
Bibliography
Abhijeet S.2010. Importance of Marketing, New York: New York Publisher.
Anthony, R, .1993. Euro Disney: The First 100 Days. Harvard Business School.
Cateora, P.R., & Graham, J, .2006. International Marketing. New York, NY: The McGraw-Hill Companies.
Hitt, A., ed., 2009.Strategic Management Competitiveness and Globalization. London: Nelson Education Ltd.
Lainsbury, A, .2000. Once Upon an American Dream: The Story of Euro Disneyland. University Press of Kansas.
