Disney Expansion Case Study

In: Business and Management

Submitted By ronniekfisher
Words 414
Pages 2
Ronnie Fisher
Mkt 6100
Market Plan Proposal

Industry: Amusement Parks

Company: The Walt Disney Company’s Parks and Resorts Division

Objective: Build a theme park in the Chicagoland area

Why: To increase revenue by expanding operations into the Midwest.

In cooperation with the State of Illinois and the City of Chicago, The Walt Disney Corporation plans to expand its operation by building a theme amusement park (Mickey’s Magical Kingdom) on the city’s south side on the 3700 acre parcel of land known as Washington Park.
Mickey’s Magical Kingdom will be located in the Washington Park community of the City of Chicago, to present the Disney culture to Chicagoans, Midwesterners, and the world. The park is designed to create a quality Disney experience for families and customers of all ages. It will offer its customers an attractive, economical and fun-filled facility for their entertainment and enjoyment.
The forerunner to Mickey’s Magical Kingdom will be the 4-D animated shows of Disney characters like Mickey Mouse, Donald Duck, and Little Mermaid which brings more advanced technology of animations and hi-tech rides into the business. This business model is based on the Synergy of retail and entertainment. As we will have strategic alliances with different shopping malls and food providers, so that our customers can shop from different outlets incorporating a Disney theme like Apple, Sharper Image, and Macy’s. To satisfy their hunger with the help of food court that will include McDonald’s, Pizza Hut, Starbucks, and KFC. It will generate Tickets for rides and theatre = 60%–Shopping = 20%–Food outlets = 20. The area will be completely fenced and have a single-entry admission for all as the primary revenue source. Customers will not be allowed to bring their own food or drink into the park but will have access to a variety of food and drink…...

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