Disneyland Case

The overall objectives of this report is to identify the main criteria which will influence the Disneyland expansion in a country and choose the most suitable location for its new expansion site out of 3 potential locations known as Milan, Munich and Bangkok with applying the mind map technique, KT decision analysis, KT situational analysis and the Duncker diagram. Besides, this report will also covers the research on Disneyland and its success in relation the corporate governance, corporate social responsibility, ethics and culture and financial and economics and how important are them to Disneyland. Moreover, this report will also briefly highlight and explain the reasons that Munich in Germany is selected as the new expansion site of Disneyland.

There are a lot of significant factors influencing the new expansion site of Disneyland in a country. The first significant factor is the income level of the country. Income level of the country will influence the affordability of local people to purchase the entry tickets into the Disneyland. The second important factor is the acceptance of the local people towards the western and American culture. The local people must be willing to accept the American culture and the American culture must not have any major and serious clash with the local culture so that Disney can open up the new Disneyland theme park in that particular country successfully. The third factor is the condition of that country. A country full of wars, protestation and terrorist attacks will discourage a business to expand its operation into that particular country. The fourth factor and the fifth factor are the food consideration and the weather respectively. The sixth factor is the tourism level in that country. A high and consistent tourism level will encourage the business to expand its operation into that particular country. The seventh factor is the perception and knowledge of people about the Disney which will in turn affect their acceptance towards the Disneyland.

After doing the analysis on these 3 cities which are Munich, Milan and Bangkok, the most suitable city for the new Disneyland expansion site is the Munich in Germany. Munich in Germany appears to be the most attractive and suitable new expansion site of Disneyland theme park as it has fulfilled all of the important criteria.