Professional Documents
Culture Documents
By:
Leandro de Mello
M. D. Hemandra
Devenathan
Athi Shankar
Rajamurthukarpagam
Sivakumar
Startup
Hotels 21 %
Other 8%
Filmed $ 2,593
entertainment
Consumer $ 724
products
WDC resorts:
50 million (1990)
90 % repeat customers, 5 % from Europe
Adults in late twenties with young
children
Success factors
Creative imagination:
Park set-up
Cartoons come alive
Participation of visitors
Parks are continually updated
Disney’s stated goal is
To exceed its customers’ expectation every day.
Service delivery
safety
courtesy
show
efficiency
Certain messages reinforced
throughout the training:
happiness measured differently by every
guest and challenge to create
customer’s perceptions are extremely fragile
employees are on stage at every moment and
should look to provide service
fixing costumers problems is very important
Employees were evaluated
based upon:
energy
enthusiasm
commitment
pride
Tokyo Disneyland: The
Success Story
strong Japanese appetite for American-styled
popular entertainment
increasing trend in Japan toward leisure
country which actively resisted many U.S.
products
appeal for Disney’s brand of entertainment
The reasons why Tokyo
Disneyland worked
Employment
Marketing Disney
Service and operations
Problems
Employment
Dress code
Housing shortage
Employees are leaving or being laid off
Examples of employees
Visitors
9% Other
18%
18% 8%
40%
3.5% 3.5%
Decisions
Fantasy world
Vacation
Have fun
families Grandparents
Consumers
Young families. Young couples Other
Middle/Upper class Disney
Walt Disney figures fans
Entertainment
The park
Children
Young families
families
Grandparents with grandchildren
Disney fans
People that can afford spending money on the park
(middle class and upper class)
People who just want to go so badly that they put
other things aside to be able to go to Euro Disney
European people
Target Market
Disney standard
Disney University
Treatment of employee's
Integrate the cultures
Is Euro Disney proceeding
with the next step of
development good?
Euro Disney should first solve their
problems before they expand
Euro Disney could apply the lessons
they have learned from the Phase I
experience to Phase II
Service recovery strategies
Fail-safe the service learn from Phase I experience
Difficult for Euro Disney to identify
Learn from lost customers lost customers
Expected Service
Customer
Gap
Perceived
Customer
Service
Customer-driven
Service designs and
standards
Gap 2
Company perception
of consumer
expectations
Evaluation
NE
Questions?