Essay on Assignment

29136 Words Jul 14th, 2015 117 Pages
JÖNKÖPING INTERNATIONAL BUSINESS SCHOOL
JÖ NKÖ PING UNIVERSITY

Market ing Str ategic C hange in
Expansion of D isneyland :
Cases Study of Disneyland’s Overseas Expansion in Shanghai

Master Thesis in Business Administration
Author:

Li Zhu & Dan Xu

Tutor:

Tomas Mü llern Jö ping nkö August 2010

Master Thesis

Acknowledgements
First of all, we would like to take the opportunity to thank our tutor Mr. Tomas Mü llern. Thanks to his guidance and valuable suggestions, we correct our mistake on time and finish our thesis in the end. From the first meeting to the last one, you are always concern us and the process of our writing. Every time, we handed in chapters, you always provided useful opinion to let us
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Recognizing the elements that lead to strategic changes and generate proper strategies are preconditions of any successful expansion of theme parks, especially to
Shanghai Disneyland
Purpose: The purpose of this thesis is to identify the main factors affecting Shanghai Disneyland‟s marketing strategic changes. Through the empirical study, we are going to describe the strategic changes made in all oversea Disneyland and try to identify “the main drivers and motivations of strategic change for the future Shanghai Disneyland”.
Method: In this thesis we have adopted the case study approach. Disneyland is one of the most famous theme parks over the world. The data was collected with the help of open ended interviews from high-level managers to ordinary employees in different Disneyland.
Results: Disneyland is a successful example in its efforts to expand overseas. However,
Paris Disneyland and Hong Kong Disneyland are not as profitable as expected. In the year
2012, Shanghai Disneyland is going to open. Based on the analysis of strategic changes
Disney made in Tokyo, Paris, Hong Kong and Shanghai, authors will get the main drivers and motivations for these strategic changes.

ii | P a g e

Master Thesis
Table of Contents
1 Introduction ............................................................................... 1
1.1
1.2
1.3
1.4

Background ........................................................................................... 1

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