Disney Entering Brazil

Résumé du document

Disney has had a lot of success in a myriad of different locations including the United States, China and France. A main place that has eluded the Disney Empire, however, lies in South America. With the growing population, increasing wealth and education it only makes sense for Disney to enter this continent, particularly in Brazil – the strongest country in this region. To make our case, we will look into Disney's past international entrances of France and China and then finally delve into the specifics of what makes Brazil such an attractive place for Disney to enter.

Those name changes prove the difficulty for the theme park to find its identity and clientele. The project of opening a theme park in France had begun in the 70s' but it did not succeed at that time. In 1984 during a US visit by a French minister, a major US property developer showed its concern for the French socio-economical context: its “permanent revolutionary state” triggered notably by unions. Nevertheless the French President, a bank for financial issues and a consulting firm worked together around the idea of proposing a project for the Americans. After the French press was informed of the existence of this project, an informal group work of about 10 people from the State notably was formed.

Unfortunately, even though the French multiplied the number of visits to the US, individualism for matters of financial issues and political orientations prevailed and the Americans got bored and asked for concrete measures. Moreover the Spanish benefited from this situation and offered more and more subsidizes. The French decided to send a unique and dynamic negotiator: Jean Peyrelevade, president of the Suez Financial Company at that time.

Extraits

[...] For now it is hard to say whether this Hong Kong implementation has been a success. Nevertheless, The Walt Disney Company has such an experience in foreign projects that it gives them time to succeed, through cultural adaptations, promotions and extensions. The Disney brand equity is such that the company always believes in its success abroad and gives its theme parks the means to attract over the years more visitors. Unlike with the French case, the major issue in the Hong Kong implementation was not on negotiations but on affluence. [...]

[...] But with the financial solidity of the home company, banks continued to offer their support. After a 2008 investigation on the satisfaction rate for the Disneyland Paris Park of visitors was satisfied, which means that a few adaptations need to be made for instance for the parking facilities. Moreover this project can be called a success since it is the first touristic destination in Europe with over 15 million visits per year. In 20% of cases, tourists while going to the theme park also visit Paris. [...]

[...] Brazil is the only country in South America that speaks Portuguese, while the rest of the continent speaks Spanish. However, this can easily be rendered by the employment of Brazilians who are bilingual in Spanish and English. The education rate of Brazil has dramatically increased in the past decades, as has the amount of Brazilians who are taught Spanish. Due to Brazil's increase in education, wealth, social and political stability it makes it a clear winner in regards to where Disney should enter next. Works Cited ITIM International. Brazilian Cultural DimensionsWeb May 2011. http://www.geert-hofstede.com/hofstede_brazil.shtml Wikipedia. [...]

[...] Indeed before the grand opening the park faced criticism for overestimating the daily capacity limit. The Hong Kong Government pressured the park to lower its capacity but the park only agreed to extend the opening hours and allow more discounts on weekdays. To avoid another Chinese New Year “disaster” - clients bearing valid tickets were refused entrance because the park was already at full capacity at this 2006 occasion - the Disney management revised its ticketing policy, implying that for days corresponding to Chinese public holidays, the admission ticket should bear the specific date. [...]

[...] It is the property at equal shares of the Hong Kong government and of the Walt Disney Company. It was opened at the occasion of the first Disneyland theme park 50th anniversary in California. That is why it resembles it and also for cost reduction issues. The Walt Disney Company tried to avoid any cultural backlash by incorporating Chinese culture traditions when designing and building the resort, for instance by respecting the rules of Feng Shui[2]. Indeed as an example, a bend was put in a walkway near the theme park's entrance to drag good energy. [...]