2. Current Global Strategy: Transnational
Headquartered in
California
Park and Resort
operations in US,
France, China and
Japan12
3. Proposed Global Strategy: Localization
High pressure for
local
responsiveness
Different cultures
around world but the
Disney Brand is still
intact12 13
4. Robert Iger
CEO
Jay Rasulo
CFO
Operations and
Finance
Jayne Parker
CHRO
Employee Relations
Susan O’ Day
CIO
Security and Privacy
Current Structure: Global Function Division Structure
branko
galonja
6. Fulfillment Oriented Culture
INCUBATOR
Project Oriented Culture
INCUBATOR
Power oriented Culture
FAMILY
Role Oriented Culture
EIFFEL TOWER
Task
Emphasis
Hierarchy
Personal
emphasis
equity Current Organizational Culture
branko
galonja
7. Fulfillment Oriented Culture
INCUBATOR
Project Oriented Culture
INCUBATOR
Power oriented Culture
FAMILY
Role Oriented Culture
EIFFEL TOWER
Task
Emphasis
Hierarchy
Personal
emphasis
equity Proposed Organizational Culture
branko
galonja
8. International Entry Strategy
Wholly-owned subsidiary or
Greenfield Investment
Rely on Disney’s brand
recognition, Help keep the
Disney image intact
Higher risk, Higher Control
9. CSA-FSA Matrix
Strengths - Internal
1. Brand recognition
2. Diversified entertainment business
3. Localization of products
4. Competency in acquisitions
Weakness - Internal
1. Overdependence on North
American Market
2. Protection of intellectual property
3. Differing goals among divisions
Strengths - External
1. Natural, agricultural, energy and mineral
resources2
2. Skilled labour force: Education level above the
regional average 2,3
3. Democratic political system2
Combined
(Cost Leadership and
Differentiation)
St-I1/3:We-E1/2
Differentiation
We-I1:St-E2
Weakness - External
1. Dependency on the prices of agricultural
commodities: Pro-cyclical fiscal policy2,3
2. Poor financial intermediary (budgetary policy)2,3
3. Mediocre business environment2,3
4. Insufficient investment in energy and transport2,3
5. No access to international financial markets2,3
Cost Leadership
St-I1/3:We-E1/2/3
Focused Differentiation
We-I1:We-E1-5
Janvictor Zamora
11. Marketing Mix: Price
Market Penetration strategy (start low and slowly
raise prices)
Over time prices will become marginally higher
than local theme park prices (due to the Disney
Brand)
Brazil - Beto Carrero World $2644
Argentina - Parque de la Costa $2107
Example: Disney - Start ~ $205
after time ~ $270
Packaged Pricing
Start with Tickets per day - add on:
*days
*park hoppers
*other activities (golf, shows)
*hotel
*dining packages (character breakfast)
Amanda Dali
11
12. Marketing Mix: Promotion
Advertising should be centered around
Family10
*Strong Social Media - TV - Radio
Campaigns8
*Residential Continuous Promotions
*Grand Opening Offer
Amanda Dali
13. Marketing Mix: Place/distribution
Theme Park Construction:
*Hire local construction
companies
*Hire local chefs, clothiers,
distributors
After Opening of Disneyland Argentina
*use local food, music, souvenir options
*highlight South American attractions (e.g.
California Adventure) Amanda Dali
19. Political Corruption
2015 death of federal prosecutor
Conspiracy regarding President Cristina Fernandez de
Kirchner6
Greg Vasquez
Pictured
right:
Alberto
Nisman.
20. Elections
October 24, 2015
New president will likely lead to economic
improvements9
Greg Vasquez
From left to right:
Daniel Scioli,
Sergio Massa,
Mauricio Macri.
21. Finance
Luca
Argentina’s real GDP growth rate was 2.9% in 2013
Corporate Tax Rate in Argentina is 35%
Companies that are not from Argentina can
repatriate any investment done in the country.
Any foreign company must change their
currency into Argentine’s pesos in order to function
If a company receives an investment from another
country that is not from Argentina, they are obliged to deposit
30% of that amount in a bank
22. Sources1“A Vacation from inflation”. The Economist. Web. May 4,2015. http://www.economist.com/blogs/americasview/2013/05/argentinas-dollar-tourists
2"Argentina." Coface: For Safer Trade. Coface, n.d. Web. 30 Apr. 2015. http://www.coface.com/Economic-Studies-and-Country-Risks/Argentina
3"Argentina: Risk Assessment." GlobalEDGE: Your Source for Global Business Knowledge. Michigan State University,
n.d. Web. 30 Apr. 2015. http://globaledge.msu.edu/countries/argentina/risk
4"Beto Carrero World." Parkscout RSS. N.p., n.d. Web. 01 May 2015.
http://www.parkscout.com/attraction/beto_carrero_world/amusement-park-animal-park-in-praia-de-armacao-pehna-sc-santa-catarina
5“Buenos Aires: Plan for Sustainable Mobility”. City Climate Leadership Awards. Web. May 4, 2015.
http://cityclimateleadershipawards.com/buenos-aires-plan-for-sustainable-mobility/
6Gilbert, Jonathan. “Puzzling Death of a Prosecutor Grips Argentina”. The New York Times. Web. May 4, 2015.
http://www.nytimes.com/2015/01/20/world/americas/alberto-nisman-found-dead-argentina-amia.html?_r=2
7"Información General - MAYO-." Parque De La Costa. N.p., n.d. Web. 01 May 2015. http://www.parquedelacosta.com.ar/infogral.php
23. Sources
8"Lead Generation and Internet Marketing in Argentina." Lead Generation and Internet Marketing in Argentina. N.p., n.d. Web. 01 May 2015.
http://www.mvfglobal.com/argentina
9Manrique, Jenny. “Argentina’s Economy and the 2015 Presidential Elections”. Americas. Web. May 4, 2015
http://www.americasquarterly.org/content/argentinas-economy-and-2015-presidential-Elections
10"Marketing a Business in Argentina." Startup Overseas. N.p., n.d. Web. 01 May 2015.
http://www.startupoverseas.co.uk/starting-a-business-in-argentina/marketing-a-business.html
11"Walt Disney World Ticket Prices 2015." SaveatWDW. N.p., n.d. Web. 01 May 2015. http://www.saveatwdw.com/blog/2015/2/23/walt-disney-world-ticket-prices-2015
12The Walt Disney Company. Annual Financial Report and Shareholder Letter. 2014. 14 Feb. Retrieved from
http://thewaltdisneycompany.com/sites/default/files/reports/10k-wrap-2014_1.pdf
13The Walt Disney Company SWOT Analysis. (2015). Walt Disney Company SWOT Analysis 1-9. Retrieved from
http://search.ebscohost.com.libaccess.sjlibrary.org/login.aspx?direct=true&db=bth&AN=100956435&site=bsi-live&scope=site
14Argentina. (n.d.). Retrieved May 8, 2015, from https://www.cia.gov/library/publications/the-world-factbook/geos/ar.html
