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Brawl in Mickeys Back Yard

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Discussion Case: A Brawl in Mickey’s Backyard
1. What is the Focal Organization in this case, and what is the main issue it faces? The Focal Organization is SunCal and it is from their perspective the analysis is conducted. The main issue that SunCal faces is to go through city council to get approval to build below market-rate rental apartments in an area where Disneyland had earmarked for future theme park expansion.
2. Who are the relevant Market and nonmarket stakeholders in this situation? The relevant market stakeholders are employees, Disney and customers of Disney. The relevant nonmarket stakeholders are communities, the general public, & business support group “Save Our Anaheim Resort District”.
3.What are the various stakeholders’ interests? Please indicate if each stakeholder is in favor, or opposed to, SunCal’s proposed development. Employees of Disney are underpaid and need affordable housing near Disneyland. They are in favor of SunCal’s proposal. The Disney Company is not in favor because it will prevent future expansions, which can generate revenues and profits. Disney customers would favor SunCal’s proposition because of how Disney treats its employees. The community of Anaheim would favor SunCal because of residence building. The public would favor SunCal because it ultimately helps the underpaid labor force who can’t afford to live near their jobs. Business Support Groups would not favor SunCals’ proposition because they want to still thrive from the idea of it being a tourism driven area and it helps the business.
4.What sources of power do relevant stakeholders have? Disney Employees sources of power are that they have publicity and can possibly strike. The Disney Company is a major tax payer for the city and can influence politicians. City of Anaheim has political power to allow or deny SunCals’ development idea. Local housing advocates have the power to influence local politicians to favor SunCal.
5. Based on the information you have, draft a stakeholder map of this case. What conclusions can you draw form the stakeholder map? |
HIGH
HIGH STAKHOLDER SALIENCE
STAKHOLDER SALIENCE DISNEY STOCKHOLDERS
DISNEY STOCKHOLDERS
FOR
FOR
AGAINST
AGAINST
POSITION ON ISSUE
POSITION ON ISSUE
LOW
LOW

COMMUNITY
COMMUNITY

LOCAL BUSINESS GROUPS
LOCAL BUSINESS GROUPS
EMPLOYEES
EMPLOYEES

6. What possible solutions to this dispute might emerge from dialogue between SunCal and its stakeholders? Stakeholders who oppose SunCals’ proposition will try to prevent the development through a legal suit so that they are not given the permit or authority. SunCal will have to work with the opposed party so there is some sort of middle ground. Disney might have to provide options of transportation or trip reimbursement program. They city of Anaheim would have to provide housing subsidies for the employees.

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