Control Mechanism of Disneyland

Control Mechanisms of Disneyland

Walt Disney created Disney, in the 1920s with a carton studio. "The Walt Disney Studios is the foundation on which Disney was built, and at its heart are world-renowned animated features and live-action motion pictures" (Disney History, 2010, para. 2). Walt Disney had a dream about opening a clean family theme park. His dream came true in 1955 when Disneyland in Anaheim California opened to the public.

Disney is a worldwide company that has theme parks, retail stores, movies, and games. To run effectively Disney needs to incorporate planning and strategic controls, bureaucratic controls, market control, and clan control. Every organization needs to have a strategic plan, whereas Disney has several plans in place for each of their different organization.

Disney's Various Controls

All companies need a framework and strategy to grow and be successful. Every business has short-term goals to help them meet the long-term goals. The four types of control mechanisms Disneyland uses to achieve these goals are bureaucratic, market, clan, and concurrent controls.

Bureaucratic controls help Disneyland become a successful company, needing to make sure they are earning a profit by putting out new products and achieving superior customer service. A plan needs to be implemented followed by organization, and control. Every business needs to have rules or a code of conduct in force to ensure all employees are following the rules in an ethical manner. Planning and strategies set a foundation for management and control is defined as "any process that directs the activities of individuals towards achievement of organizational goals" (Bateman & Snell, 2009, p. 575).

Marketing controls helps management use pricing and economic data to reduce costs and improve competitive quality products. A positive aspect of marketing, keeps the company competitive in business. A negative aspect can be to slash prices too much to stay competitive without regard to the profit and losses of the company.

Clan control is based on norms, values, and group approach in controlling individuals to work as one entity. The positive aspects of implementing forms of control permits a company or management to see what does not work and fix the problem and save the company money. Clan control can limit the ability for employees to service customer issues under unique situations.

Bureaucratic Control

Bureaucratic control guides are defined through performance rules, regulations, and a standardized handbook set by upper management. This control system measures advancement according to task, plans, and goals results.

Bureaucratic control mechanisms are used to evaluate an employee's performance from a Disney Character at one of the Disneyland parks, to employees at the retail stores. Disneyland uses control mechanisms with all employees. Disneyland employees complete an online Business and Ethics training course "to ensure that all of its employees have the knowledge and training to act ethically and legally, in compliance with the company's (Disney, 2010, para. 1).

These controls are inflexible and are geared toward behavior that will lead to consistent customer service and setting specific performance standards, eliminating any deviations. If action is needed to adjust for any unsatisfactory departure, this control will ensure that change will correctly achieve the objectives on behalf of the company. This control standardizes policies and rules with hierarchical authority. The culture of this control has internal values like economy, obedience, order, and formality.

Marketing Control

Disneyland uses market control with advertising. Disneyland advertises with commercials and ads in magazines. Disneyland is currently using a marketing plan to encourage individuals to volunteer. According to Disney, "We want to inspire one million people to volunteer a day of service to a participating organization in their communities" (Disney, 2010, para. 1). By volunteering individuals will receive a free pass to Disneyland, or Walt Disney World.

If a professional sports team wins the championship, they say, "I am going to Disneyland!" Disney is marketed as a destination family theme park. Disney makes the consumer feel special, with birthdays, weddings, and anniversaries by hosting customized celebration plans. Disneyland's admission prices are evaluated by comparing prices with other theme parks; the effectiveness of their marketing strategy is based from their profit to loss statements.

Clan Control

Clan control gives Disney stability in the ever-changing culture environment. Clan Control plays a role of empowerment as it is "based on the idea that employees may share the values, expectations and goals of the organization and in accordance with them" (Bateman & Snell, 2009, p. 575). These expectations and values unify employees. Disneyland's culture clan control manifests through the use of uniforms, costume, and grooming guidelines. How employees act and convey emotions, to how they interact and behave with guests is all monitored. Disneyland's work culture and clan control leaves no room for employees to have a sense of individuality; however, employees maintain unity with others and share the same expectations.

This internal control mechanism at Disneyland has been effective in maintaining a clean-cut