francis ramiandrasoa marie france guay neal topf hector mendoza yujin kume
Download
Skip this Video
Download Presentation
O nce upon a time...

Loading in 2 Seconds...

play fullscreen
1 / 26

O nce upon a time... - PowerPoint PPT Presentation


  • 278 Views
  • Uploaded on

Francis Ramiandrasoa Marie-France Guay Neal Topf Hector Mendoza Yujin Kume O nce upon a time... Vision Initial ooops!! Where they failed Financial impact Magic solution Identify Customers Communication Enhance Distribution Channels Increase Employee Satisfaction Improve Service

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'O nce upon a time...' - oshin


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
francis ramiandrasoa marie france guay neal topf hector mendoza yujin kume
Francis Ramiandrasoa

Marie-France Guay

Neal Topf

Hector Mendoza

Yujin Kume

Once upon a time...

slide2
Vision

Initial ooops!!

Where they failed

Financial impact

Magic solution

Identify Customers

Communication

Enhance Distribution Channels

Increase Employee Satisfaction

Improve Service

Partners & Innovation

Questions and Answers

slide4
“Bringing Disney Magic to life for our guests... through Creativity, Initiative, Humour... Excellence and Realism”

Irrespective of your age, color of your skin and content of character

slide6
Recipe approach
  • Customer
  • Price
  • Relations with tour operators
  • Employee motivation
  • Service efficiencies (no wine, long lines)
  • Commercial partners
  • Power of “Disney” brand
  • Damaged Image, “Cultural Chernobyl”
  • Low revisit rate 26%

Where they failed

slide7
Who’s the target?

160 km

16 million people

320 km

109 million people

2 hour flight

310 million people

where the money lies
Where the money lies,
  • Attendance
  • Spending per guest
  • Hotel Occupancy
slide9
Although they failed to meet the initial forecast…

11,000,000

Attendance has grown since 1994

Making Disneyland the #1 tourist attraction in Europe

  • …but the problem lies in,
  • spending per guest
  • occupancy rate
prices initially too high
Initial forecast

Following price cut

Initial forecast

Actual

Prices initially too high:

spending per guest

hotel occupancy

financial outcome
Debt restructuring required

Equity: 20.7b

Debt : 10.0b

Total : 30.7b

Equity: 8.7b

Debt : 18.5b

Total : 27.2b

Financial Outcome
  • Return to profitability
  • drastic cuts in operating costs
  • price cuts
  • 18 month interest free
  • 5 year moratoria on royalties & management fees
slide12
FF 165

1992

before opening

FF 72

At emission 1989

FF 11.40

1996

FF 7.55

Average 1994

Weak financial performance reflected in stock price

slide14
Who

What

How

Focus on selling to...

  • Rides
  • Merchandise
  • Restaurants
  • Hotels
  • Characters
  • Parades
  • Convention centers
  • Movie theaters
  • Shopping malls
  • Magic
  • Entertainment
  • Diversion
  • Fantasy
  • Belonging
  • Youth
  • Leisure
  • Adventure
  • French/Non-French
  • Kids
  • Families
  • Adults without kids
  • Elderly (retired)
  • Adolescents
  • Corporate
  • Paris bound travellers
  • School trips

...satisfying the needs for...

*

*

...through its

slide15
Who

What

How

Focus on selling to...

  • Rides
  • Merchandise
  • Restaurants
  • Hotels
  • Characters
  • Parades
  • Convention centers
  • Movie theaters
  • Shopping malls
  • Magic
  • Entertainment
  • Diversion
  • Fantasy
  • Belonging
  • Youth
  • Leisure
  • Adventure
  • French/Non-French
  • Kids
  • Families
  • Adults without kids
  • Elderly (retired)
  • Adolescents
  • Corporate
  • Paris bound travellers
  • School trips

...satisfying the needs for...

*

*

...through its

Ending with...

=

implementation
Implementation

Communication

Tour operators

“Happy cast” & Service

New offers

Financial

Short-term

Long-term

slide17
Databases

TV

Magazines

Coca-Cola

Movies

Toys

1 - 18

Potential Visitors

Getting the message across

Direct Marketing

Corporate Partners –

Sales

Promotion

Word of mouth

General Advertising

Merchandising

slide18
Past hotel reservations
  • Disney direct sales 21%
  • Telemarketing
  • Direct mail
  • Web
  • Corporate partnerships
  • Merchandising 25%
  • Walk up

Channel strategy

Tour operators 54%

Potential

Visitors

slide19
Channel strategy
  • Tour operators 54%
  • Improve relations with agents
  • Maintain favorable commission programs
  • Offer all-inclusive packages

Potential

Visitors

slide20
The increase in employee motivation...

Each interaction between employee and the visitor has to be a “Magic Moment”

  • Job rotation
  • Decentralized organization
  • No more foxes
  • Team building
  • Broad professional training to younger employees
  • Monetary and Non-monetary incentives
  • Peer evaluation

...increases customer satisfaction...

slide21
The increase in customer satisfaction also depends on...

“Magic Moments” are everywhere !!

  • Appearance / cleanliness
  • Pleasure / excitement (parades, rides)
  • Reduce waiting time
  • Improve restaurant selection (Fast-food)

...results in a higher revisit rate

slide22
Current guests

New guests

short term

long term

the proposed financial plan is
The Proposed Financial Plan is…
  • Short-term
  • maintain current admission prices
  • no further operating cost cuts
  • Long-term
  • negotiate progressive repayment of royalties scheduled to begin 1999 (1% in 1999, 2% in 2000…)
  • resuscitate and increase partnership agreements
  • refinance debt in 1999
the 1997 projected results are
The 1997 projected results are…

millions of French Francs

ad