Disney Park Strategic Issues

The operations of Disney theme park in different parts of the world began after the company realized that most Japanese tourists visited two American Disney parks. Disney therefore gave a go ahead to Oriental Land Company, to build and also operate the Tokyo Disney. The park currently receives more than 25 million visitors every year. Thus the company is looking for possible ways of opening more theme parks in different parts of the world thus being able to cater for the high demand (Kolah, 2013).

            Disney theme parks have been very important particularly when it comes to business, since most foreigners visit the parks, and get to buy goods. In addition, they have become tourist attraction centres thus making it easy for the country to be able to earn foreign exchange. The two theme parks in America have really helped in boosting economic growth in the US and thus enabling businesses to be able to strive (Kolah, 2013). Moreover, the parks have created job opportunities for very many people thus translating into a good economic market for finished products. On the other hand, theme parks have led to the growth of hotel businesses, whereby most tourists go to sleep after visiting the park. This has therefore seen the parks impacting the business sector positively, since wherever tourists visit, businesses grow.

            The main issue facing Disney theme parks is the poor adoption of the new technology. The park depends on the old means of communication such as advertisements over the television. The park has not since the past been able to embrace the new technology in order to be able to attract the youths. If the park only uses the social media in order to advertise its services, then it is likely to attract more young tourists from all over the world (Kolah, 2013). This is however not the case since the park has only decided to rely on the former ways of advertising and passing information concerning its services. Due to its slow adoption of the new technology, the parks have registered very low turnover rates of the youths. This is consequently because the youths perceive the Disney parks as outdated, since Disney parks cannot be able to use the social media and other means of reaching the youths easily.

 

            Disney Park Action Plan

Objectives	Tasks	Success Criteria
To make Disney park the best park all over the world.	Come up with strategies which can improve the services provided by the park.	Conduct a research on the performance of the park, 2 months after implementing the strategies.
To attract more youths.	Advertise and engage the youths through the social media. Employ the new technology in the park’s services.	Check on the number of youths visiting the park, and observe the park’s reviews on the social media.
To double the number of tourists	Advertise and improve proper customer relationships with the park. Start promotions to create the awareness of the park all over the world.	Check on the number of tourists visiting the park, and conducting online research on how good the park has been.

 

The above method will enable the park to be able to increase the total number of tourists visiting the park. This means that the park will receive a minimum of 33 million tourists per year (Kolah, 2013). Moreover, the park will be able to attract more youths, boosting the number of youths visiting the park. The main target of the park to receive a total of 13 million youths by the end of this year.

Reference

Kolah, A. (2013). High impact marketing that gets results. London: Kogan Page.