The magic of Disney's parks and resorts : reasons of its sustainability

Abstract

The thesis tells all about the design of the Disney’s parks and resorts by the Imagineers (workers who dream up, design and build all the Disney’s parks and resorts), the competition against the biggest companies in the entertainment industry, and the solutions of Disney to maintain its position as the top leaders. Two surveys have been made to understand the preferences of the consumers, in Europe and in America, where the competition is the biggest in Orlando, Florida, and where the methodology has been explained. Disney has put in place some strategies to face against Universal which had a raise of attendance those last few years. The main objective of the thesis is to identify the factors that differentiate the Disney’s Parks of the others. The Five Porter Forces will be used to understand the competition in this industry and the methodology about the surveys will be explained. Throughout this work, we will be able to find out the purchases Disney had to do to face Universal and the other competitors. Disney had indeed to do some purchases to have its own superheroes with Marvel, to buy Lucasfilm and the 21st Century Fox to renew its parks and sustain its post as the top leaders, thanks to its “Disney Magic”.