Disney

Disney is an American diversifies company founded on 16 th October 1923

by Walt Disney. The company expand itself in the market and it is more
known for its film studio, which is the known and largest studio. Disney is
known for its operating broadcast ABC network and cable channel such as
ESPN and Disney Channel.
Disney had broaden itself in various market segment such as studio
entertainment, park and resorts, consumer products, interactive media
games sales, interactive media advertising, broadcasting etc.

(n.d)

retrieved

25

Oct

2015,

from

Walt

Disney

Company

Web

Site:

https://en.wikipedia.org/wiki/The_Walt_Disney_Company

Transactional change and Transformational change:

In Transactional change there is simple and predictable outcomes in the
organization. In transactional change the individual involvement is there
and their skill and ability is needed to implement the change, as the
transactional change is planned before and there is legal contract and
agreement.
Disney was an innovator, as Walt Disney started is carrier by joining
Chicago institute of art in animation with is school days. In 1923 he
started Disney bros studio with his brother and at the beginning he was
influenced and motivated by any people.
Walt Disney had his clear vision he had its plan which he want to
implement it by developing his empire through his leader characteristic.
Through its animation Disney motivated the people and he also help the
children by giving them opportunity to succeed in what they want to do.
Disney planned to expand its market segment in walk Disney Park and
resort and it broaden its market into consumer product, network
broadcasting.

In Transformational change there is complex and unpredictable outcome

in the organization. In this planned to be successful in the organization,
transformational change in unplanned in the organization which occur
anytime where the individual in the organization involve and the action
might be taken beyond legality and administrative value.
After Disney land built in California there was an idea of another Disney
project in Florida.
Walt Disney's main plan for Florida wasn't Disney World, rather it was a
utopian community enclosed from society.

(n.d) retrieved 25 Oct 2015, from Transnational and Transformation change Web Site:
https://leadingspace.wordpress.com/2009/12/20/transactional-transitional-and-transformationalchange

Lewin four stage Model:

i)
ii)
iii)
iv)

I.

Unfreezing
Changing
Refreezing
Change agent

Unfreezing involve making the need for change so obvious that

the individual, group, or organization can readily see and accept
it.
Walt Disney Company had expanded its park which makes
the changes occur. There is increase in the prices of tickets in
Disney world and in all of its park. Renovation had been done
to make Disney spring.

There first two Disney theme parks locate in America Disneyland

Park in California which was built in 1955 and the Walt Disney
World Resort in Florida which was built in 1971. Many companies
throughout the United States and beyond are enthusiastic about
expanding their business abroad. This is due to many factors such
as the ability to cut costs and expanding their market, etc. The
Walt

Disney

Company

was

one

of

those

many

American

organizations to expand on foreign soil. Since the cases study is

about strategic changes of Disneylands oversea expansion,
authors are not going to make detailed analysis about these two
domestic theme parks, but mainly focus on the three oversea
Disneyland.

. (n.d) retrieved 25 Oct 2015, from Lewin four stage model Web Site: http://www.divaportal.org/smash/get/diva2:369516/fulltext01

II.

Changing involve discovering and adopting new attitude, values

and behaviour with the help of a trained change agent, who lead
individual, group or the entire organization through the process.
Organization member will identify with the change agent value,
attitude and behaviour, internalizing them, once they perceive
their effectiveness in performance.
First the Disney had started with Disney Land Park and
Disney bros studio. Then the company adopt the changes
and expand itself in other broad market segment.
Disney is the largest media and entertainment company
with 5 business segment i.e. park and resort, studio
entertainment, media network, consumer product and
interactive media.
The original theme park of Disneyland is in USA California
and then in 1983 Tokyo Disney land was opened. However, it
differs from the previous two US domestic Disneyland. Tokyo
Disneyland, at 46 hectares, is about as well as 1.5 times of size
of Disneyland Park in California, US, almost the same as Walt
Disney Worlds Magic Kingdom in Florida, US. One of visitors who
had been to Tokyo Disneyland said, there are six theme areas
Adventure land, Critter Country, World Bazaar, Fantasyland,
Western land, and Tomorrow land, in the center of which stands
Cinderellas Castle. Later, there would be the seventh theme
area Toon Town. Now, Tokyo Disneyland is the Number One Asian
theme park. In 2001, Tokyo Disneyland also built a new ocean

park to attract more Japanese visitors as well as Asian visitors.

The first oversea Disneyland was opened in Tokyo, Japan, on
April 15, 1983. Tokyo Disneyland became an instant hit. Because
of the success of Tokyo Disneyland, the Walt Disney Company
believed Mickey Mouse would be popular in Europe. Located

outside Paris, France, Euro Disneyland is the second oversea

Disneyland of the Walt Disney Company.

III.

Refreezing means locking the new behaviour pattern into place

by means of supporting or reinforcing mechanisms, so that it
become the new norm. In refreezing new management practice
and employee behaviour become routine.

IV.

Change agent is the individual leading or guiding the process of

change in an organizational situation.

Hong Kong is the second choice of a new home for Mickey Mouse in Asia
after Tokyo Disneyland. Disney executives are fascinated by Hong Kongs
cosmopolitan disposition: Hong Kongs international character was a key
reason to be the site of the first Chinese Disneyland. Judson C. Green, the
chairman of Disneys theme part division takes Hong Kong as always an
incredibly exciting city regardless of the regional financial crisis. Another
reason for Hong Kong to stand out among Asian cities lies in its built
environment: Mr. Green said Disney was also attracted by Hong Kongs
infrastructure. With a spectacular year-old airport and a gleaming network
of roads, railways, tunnels and bridges, Hong Kong is one of Asias easiest
cities to get to and get around in.

. (n.d) retrieved 25 Oct 2015, from http://www.disneyfanatic.com/top-11-changes-happening-atdisney-world/

Driving force and restraining force:

Driving force mean push for change in the organization, where all
internal and external factor involve and change made by the
organization.

The driving force of the entire Disney enterprise is the motion picture and
animated cartoon which are managed by Walt Disney picture. The Disney
limited not only till Disneyland it expand itself as it make changes in the
enterprise it also involve in the consumer product and broaden its market.
It develop creative, innovative and profitable enterprise. The driving force
behind the company were the two brother who create the enterprise and
never lost their goal.
Disney consumer product and the theme park are the money maker for
the enterprise. They expand these segment more to earn the more profit.
Disney theatrical production for teens, adult and children of all ages, and
the television station targeting the wide varity of audience that is ABC for
news and families, ESPN, ESPNEWS, sports fanatics for the mother and
father who stay at home.

Restraining

force

means

oppose

for

the

change,

here

the

organization dont want to do change.

Disney has utilized partnerships with outside companies to sponsor
attractions or feature food items. While the Coca-Cola is prominent as
is Orville Redenbachers popcorn. General Motors was involved in Test
Tracks new update and the list goes on. But it hits weird to see a
Starbucks store on Main Street, USA.
For the change to occur in the company driving force may increase and
restraining force must be decrease.

. (n.d) retrieved 25 Oct 2015, from Driving and Restraining force Web Site: http://www.divaportal.org/smash/get/diva2:369516/fulltext01