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Analyze the Strategy of a Company of Your Choice from the Perspective of Any one or Two of the Models or Concepts Introduced in Lectures

Autor:   •  October 19, 2017  •  2,195 Words (9 Pages)  •  253 Views

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Secondly, Disney has its own business culture to set the right tone among its business environment within the company by the cooperation of their employees. As an example, Disney prefer uses ‘cast members’ rather than using the word ‘employees’ and jobs described as ‘roles’. Those who work in Disney don’t wear uniform but ‘costumes’. Related to this, visitors in Disney are being served as ‘guests’ instead of customers (Just Disney, 2010). The Walt Disney Company believes that everyone has a role in the show and Disney known for their hiring purposes. According to Disney Institute (2015), there are total four interconnected processes that outline a business culture: employee selection, training, care and communication. Each process is decisive to create and nurture an excellent culture. At the first process, cast member that has been select and hired must be the one who support the culture. Secondly, the following process are training and orientation, cast members will be provided the necessary education like company’s principal as well as new skills and knowledge thus cast members able to continually exert and excel in their roles (Miller, 1992). Disneyland noticed that it is essential to communicate between employee and management. Then, in the method of care and communicate with the team, Disneyland able to determine how closely the cast members align with culture that the company desired. In short, employees of Disneyland hired are well-trained, they are not only less afraid with any changes matter and they are encouraged to be innovative. Thus, employees in Disneyland tend to be one of the important assets and it is the core competence of Disneyland.

Equally important, every guest visit Disneyland tends to feel and experience the magic of Disneyland and that their satisfaction is an affirmation of the success of Disneyland depend on the way they being served. Disneyland used a process called ‘Guestology’ (The Walt Disney Annual Report, 2014). By using this process, Disneyland able to read customer’s mind like their needs, wants, emotions, and preconceived notions the customer have about Disneyland. Hence, Disneyland established their unique quality standards that can be used to estimate the customer’s level of satisfaction. Also, since the employees are the one who serve the customer or guest, the happiness of employee is equally important as guest happiness. To conclude, satisfied employees make satisfied guest (Haesun Paik, 2010).

Furthermore, in order to establish a magical world with service motto that creates happiness, Disneyland developed variety service guidelines by conducting a study to aware the customers expecting to receive ways of service when they visit the park. Consequently, the guideline helped cast members understand mind of guest and able to convey excellent and appropriate services at all the times (Kober, 2007).

- Make eye contact and smile.

- Greet and welcome each and every guest.

- Seek out guest contact.

- Provide immediate service recovery.

- Display appropriate body language at all times.

- Preserve the magical guest experience.

- Thank each and every guest.

Apparently, this service guideline succeeded and evolved over the years and the guidelines were being posted in every backstage especially at the place before cast members stepped on stage (Kober, 2007).

Nevertheless, The Walt Disney Company is a leading diversified international organization. Disney Company has faced the socio- cultural problems in oversea markets and it is not an easy task for a business organization to penetrate overseas market due to the diversification of differences of social-cultural with greatly define tastes and preferences (Kotter, 2012). For instance, in the case of Disneyland tends to venture into Chinese market for opening Disneyland in Shang Hai, China in the year 2016, they realized that they are moving from a modernized culture to tradition based culture of the Asian country (The Walt Disney Annual Report, 2014). This is a big challenge for Disney Company yet in the same way studying the market that differences cultural would gain positive impact on their marketing success in China (Tian, 2009).


From the first opening gate of Disneyland, the Walt Disney Company has sustained a high level of appeal for its admirers that had span multiple generations. Disneyland’s domestic and international success seems to correlate with ability adhere to its vision and to promote its core values by its competencies through its products and employees. Disney Company possesses a strong corporate value and variety of core competencies that is reinforced core value through Disney Institute and creating cast members that reflects their core values of quality, innovation, storytelling, community and optimism. To summarize, even though with the gaps in research on social- cross cultural problems, it is clear that Disney Company emphasizes on communication between management and employees across the globe Disneyland, resulting in Disney Company still occupy the first position in the rank of Global Reputation and also The 100 Most Loved Companies (Ranking the Brands, 2015).


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- Caitlyn, C., 2013 (June 7). The business lessons behind Disney’s magical experiences. Financial Post. [online] Available at: [Accessed 17 November 2015]

- Disney Institute, 2015. Our Core Competencies. [online] Available at:> [Accessed 16 November 2015]

- Disney, 2014. Disneyland Annual Report 2014. [online] Available at :> [Accessed 10 November 2015]

- Disney, 2015. Disney Official Website. [online] Available at: [Accessed 15 November 2015]

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- Just Disney, 2015. Disneyland History. [online] Available at: [Accessed 16 November 2015]

- Kober,


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