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Student Name: Mohamed Badr

Course: SBHR10106

Title: Organization Behavior

Assignment for class 7

Subject: Case study Disneyland


1) Disneyland in brief 2) Data about Walt Disney 3) Interpersonal skills for Walt Disney to realize his dream 4) What I got from reading 5) Walt Disney logo 6) Walt Disney Mission and vision 7) Business summery 8) Conclusion for reading and searching ( positive and negative points ) 9) The topics related to our OB Study 10)SWOT Analysis

Disney land in brief

Disneyland opened to a star-studded fanfare on July 17th, 1955. The opening of "the Happiest Place on Earth" was a media event that, even as late as the 1990's, has rarely been exceeded for glitz, glamour, excitement, and drama. Walt Elias Disney himself dedicated the park and each of the individual "lands" within it's bermed boundaries. Main Street USA, Adventureland, Frontierland, Fantasyland, and Tomorrow land made up the lineup at that time. New Orleans Square, Critter Country (formerly Bear Country), and Toon town have since been added. Each of the original lands has been altered -and had new attractions added -- over the years Data about Walt Disney

Walt Disney was born in Chicago, Illinois in 1901. When he was young his family moved to a farm in Missouri. As a child he grew close to his older brother, Roy. Roy was the only person who lived through the same awful nightmare that he did. Their father beat them on a regular basis; all it took was not living up to his expectations. When Walt was 16 years old, he decided he wanted to study art, so he went back to Chicago. At the age of 19, he started making cartoon ads to be shown in movie theaters. He didn't earn very much money, but he loved what he did. When he turned 22, he moved to Los Angeles. Here he drew cartoons in his garage. He was absolutely fascinated by these. A cartoon is made by drawing many pictures and showing them one after another so quickly that the pictures become animated, or seem to move. He liked to make the characters do funny things. When he was 27, he created Mickey Mouse. In his studio, mice would gather in the garbage can next to his desk. He decided to keep them for his pets. He got little cages for three of them and they lived on top of his desk. He had a particular favorite who inspired the cartoon character Mickey Mouse. During the next ten years, Walt Disney invented Donald Duck, Goofy, Pluto, and many more cartoon characters that are famous to this day. Many people, children and adults alike, went to movie theaters to watch his short cartoons. This was just the beginning of his success!

Interpersonal skills for Walt Disney to realize his dream

Walt Disney had a vision. It was a vision of a place where children and parents could have fun together. The more Walt dreamed of a "magical park," the more imaginative and elaborate it became

The original plans for the park were on 8 acres next to the Burbank studios where his employees and families could go to relax. Although, World War II put those plans on hold. During the war, Walt had time to come up with new ideas, and creations for his magical park. It was soon clear that 8 acres wouldn't be enough Finally in 1953, he had the Stanford Research Institute conduct a survey for a 100-acre site, outside of Los Angeles. He needed space to build rivers, waterfalls, and mountains; he would have flying elephants and giant teacups;a fairy-tale castle, moon rockets, and a scenic railway; all inside a magic kingdom he called "Disneyland." Location was a top priority. The property would have to be within the Los Angeles metropolitan area, and accessible by freeway. It would also have to be affordable: Walt's pockets were only so deep The search for the best spot finally ended in the rural Anaheim, California with a purchase of a 160-acre orange grove near the junction of the Santa Ana Freeway (I-5) and Harbor Boulevard. Although, Disneyland was expensive. Walt once said "I could never convince the financiers that Disneyland was feasible, because dreams offer too little collateral." So Walt turned to Television for his financial support. "Walt Disney's Disneyland" television series offered a glimpse of the future project. This brought the idea of Disneyland into reality for Walt and the American people. Construction for Disneyland began on July 21, 1954, a meager 12 months before the park was scheduled to open. From that day forward Walt Disney's life would never be the same. Some 160-acres of citrus trees had been cleared and 15 houses moved to make room for the park. The area was in semi-rural Orange County, near a freeway that would eventually stretch from San Diego to Vancouver. When the real designing came around, Walt was met with inevitable questions. How do you make believable wild animals, that aren't real? How do you make a Mississippi paddle ship? How do you go about building a huge castle in the middle of Anaheim, California? So, Walt Disney looked to his movie studio staff for the answers. The design of Disneyland was something never done before. What I got from reading: What I got from reading the Disneyland case for the way to recruit Disney land staff How employee looks like white males and females generally in early twenties without facial blemish and radiation good health The new employee enroll to Disney land university were undergo training program how to speak , treat with customers even the Disney expirations as park not amusement center Class room covers question ride operation will face from customer Motivation level and pep talks exhort employees to be happy and cheerful while on stage

Walt Disney Logo Animation is the transformation of still images turned into motion by constantly parading the stills, one after another.

Through creativity, dedication and technology, this form of art can be advanced to great limits and even beyond imagination. Co-founded by Walter Elias Disney, the Walt Disney Company today has branched out to various entertainment studios, theme parks, products and other media productions with an annual revenue of approximately US $30 billion. The Walt Disney logo, like the company, has served as a beacon for decent family entertainment and worldwide recognition. The Walt Disney logo is a stylized version of the founders signature that signifies the brand name and promises secure, cheerful and quality American mainstream entertainment. Other than the regular logo, the company uses different logos on its different products. A castle on a blue background version of the Walt Disney logo is used for the movie releases and as the curtain-

raiser to its films.

Similarly, the Walt Disney signature with World added to it is used for the companys resorts "Walt Disney World Resort", a Mickeys head is adopted for the companys Mickey Mouse Club and Studios was added to the Walt Disney logo signifying Disney Studios around the world. The original Walt Disney logo, to a large extent, has retained its uniqueness, however, over the time, different animations and styles were introduced in the Walt Disney logo to complement the entertainment quality and the technological breakthroughs of the era. No doubt, the Walt Disney logo has branded the company.

Walt Disney Mission and vision

The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the worldTo make people happy

Business summery

Parks and Resorts Disney's Parks and Resorts is not just home to Disney's beloved characters but the place "Where Dreams Come True." The segment traces its roots to 1952, when Walt Disney formed what is today known as Walt Disney Imagineering to build Disneyland Park in Anaheim, California. Since then, Parks and Resorts has grown to encompass the world-class Disney Cruise Line, eight Disney Vacation Club resorts (with more than 100,000 members), Adventures by Disney (immersive Disney-guided travel around the world), and five resort locations (encompassing 11 theme parks, including some owned or co-owned by independent entities) on three continents: Disneyland Resort, Anaheim, California Walt Disney World Resort, Lake Buena Vista, Florida Tokyo Disney Resort, Urayasu, Chiba Disneyland Resort Paris, Marne La Valle, France Hong Kong Disneyland, Penny's Bay, Lantau Island Wherever the Guest experience takes place - in our parks, on the high seas, on a guided tour of exotic locales, through our vacation ownership program -we remain dedicated to the promise that our Cast members turn the ordinary into the extraordinary. Making dreams come true every day is central to our global growth strategy. Disney Consumer Products Disney merchandising began in 1929 when Walt Disney was approached by a businessman interested in placing Mickey Mouse on the cover of a children's writing tablet. Disney Consumer Products and affiliates (DCP) extend the Disney brand to merchandise ranging from apparel, toys, home dcor and books and magazines to interactive games, foods and beverages, stationery, electronics and fine art. This is accomplished through DCP's various lines of business which include: Disney Toys, Disney Apparel, Accessories & Footwear, Disney Food, Health & Beauty, Disney Home and Disney Stationery. Disney Publishing Worldwide (DPW) is the world's largest publisher of childrens books and magazines, reaching more than 100 million readers each month in 75 countries. Disney's imprints include Disney Libri, Hyperion Books for Children, Jump at the Sun, Disney Press, and Disney Editions. Other businesses involved in Disney's consumer products sales are, the company's official shopping portal and the Disney stores retail chain. The Disney stores retail chain, which debuted in 1987, is owned and operated by an unaffiliated third party in Japan under a license agreement with The Walt Disney Company. Disney owns and operates the Disney Store chain in North America and Europe. Media Networks Media Networks comprise a vast array of broadcast, cable, radio, publishing and Internet businesses. Key areas include: Disney-ABC Television Group, ESPN Inc., Walt Disney Internet Group, ABC owned television stations, and a supporting headquarters group. Marketing, research, sales and communications functions also exist within the segment. The Disney-ABC Television Group is home to all of Disney's worldwide entertainment and news television properties. The Group includes the ABC Television Network (including ABC Daytime, ABC Entertainment Group and

ABC News divisions); the Disney Channels Worldwide global kids' TV business, ABC Family and SOAPnet; as well as television distribution divisions Disney-ABC Domestic Television and Disney-ABC ESPN Television. The Disney-ABC Television Group also manages the Radio Disney Network, general interest and non-fiction book imprint Hyperion, as well the Company's equity interest in A&E Television Networks. About Disney Interactive Media Group The Disney Interactive Media Group (DIMG) is a segment of The Walt Disney Company (NYSE: DIS) responsible for the creation and delivery of Disney branded interactive entertainment and informational content across multiple platforms including online, mobile and video game consoles around the globe. DIMG core businesses include Disney Interactive Studios, which self publishes and distributes a broad portfolio of multi-platform video games, mobile games and interactive entertainment worldwide; and Disney Online, which produces the No. 1 Community-Family & Parenting Web site and an industry-leading suite of online virtual worlds for kids and families. Since this is an integrated website, which includes references to The Walt Disney Company and/or its affiliated entities, "Disney" or the "Company" means, as appropriate, either The Walt Disney Company and/or one or more of its affiliated companies.

Conclusion for reading and searching Positive points

Strong financial background Disney store has a very strong financial back up by Disney. It is very important for Disney Store to have market development and store improvement Exclusive for Disneys products Disney Store is an exclusive agency for selling Disneys products: Toys, clothing, stationary and gift items etc. It provides many choices for the customers and satisfies their needs. Customers might think of Disney Store immediately when they want to buy Disneys items. Well-known brand Disney is a well-known brand all over the world. The image of Disney is very healthy

and positive. It is welcomed easily accepted by its target segments Solo Tour The practice of Solo Tour has brought a significant economic benefit to retail industry in Hong Kong. 3 more provinces will be listed on Solo Tour. It is estimated to generate 43 million of traffic flows and every visitor would spend around HK 5,600 in Hong Kong. The benefit to Disney store is that more visitors will familiar with the Disney products and generate sales. Increasing awareness of Mainland people towards Disney stores in Hong Kong may be the opportunity for Disney to further develop the China Market. Opening of Hong Kong Disneyland Disney has been a hot gossip among the mass. The awareness of Disney, no matter the store or the theme park, has been increasing a lot. It attracts both Disney fans and non-Disney fans. Disney store could be the supplement of the theme park. As the result, the demand for Disneys product has becoming larger. . Negative points Unchanged visual merchandising One of the negative points is that the visual merchandising is not changed regularly; the window display is the same for many years. In this way, customers will feel boring because no stimulation and attraction for them.

Stores are lack of theme decoration Monotonous decoration in every Disney store fails to attract customers. Because there is no excitement, customers tend to stay in the store for short time. Passive staffs attitude Staff are seldom greet and farewell customers. Although they answer enquires from customers, few of them introduce products and new information to customers proactively. Therefore, they fail to identify customers needs Competition with the Disney Store in the theme park After the establishment of theme park, the competitive force of Disney store might not as large as the stores in the park. Customers might prefer to buy souvenirs in the park rather than the outlets. Decreasing birth rate The trends of late marriage and family planning result in shrinking the market size of Disney store, and gradually lower the demand for Disney products. The topics related to our OB Study Level of Productivity is high Absenteeism is low Low Turnover Deviant work place behavior OCB

Job satisfaction Its no surprise that workers arent very satisfied with work stress and pay/benefitsand stress seems to make us sick, fat and depressed according to recent research. Today, talent at work seem to be most satisfied with physical safety on the job and relationships with peers and colleagues and that is the case of Disneyland . Emotion and moods Happy emotion and mood in our work enables us to take rational decisions, being emotionless is very hard. Being emotionless affects job performance of any employee whether he is a manager or a junior.

SWOT Analysis STRENGHTS Global Standardization Target Customer: Children Creative Process Popular Brand Name Diversification Disruption

WEAKNESSES High sunk cost Excessive Research & Development Constant Up gradation High Investment High Risk Factor

OPPORTUNITIES Merchandise Global Localization: Think global, Act Local Characters of national or regional appeal Cheaper alternatives to soft toys Disney Music Channel Disney School of Management/Training Institute

THREATS Competitors: National, Regional & Global Employee Retention Highly Demanding in terms of Sales, Creativity and Unprofitable or hasty acquisition Brand Consistency Product Differentiation Innovation

Evaluation for Disneyland

Employees are aware of their prime objectives Have freedom to think beyond limit and come up with new innovative ideas Company have adopted the phrase Dream as a team The concept of independency tempered the control over each department Managers here do the great job of encouraging the imaginers and employees Imaginers have a brainstorming session called Blue sky Disney president Frank Wells believes that If a good idea is there. You know it, you feel it, you do it, no matter where it comes from