Losing Magic in the Middle Kingdom

Brandusa Borza Chiara Iacaponi Alfred Mense Sandor Olti Ramona Pavel Giulia Sgambati

Table of Contents
1. 2. 3. INTRODUCTION .......................................................................................................................................................3 PROBLEM STATEMENT .......................................................................................................................................3 ALTERNATIVES .......................................................................................................................................................3
3.1. 3.2. 3.3. ALTERNATIVE PIXAR: BUILDING NEW ZONE WITH IMPORTING IDEAS FROM DISNEY GLOBAL..................................... 4 ALTERNATIVE THE PIRATES OF THE CARIBBEAN: BUILDING BRAND NEW THEME ON A GLOBAL LEVEL ......................... 4 ALTERNATIVE HOME OF MULAN: CREATING A BRAND NEW THEME TARGETING SPECIFICALLY THE LOCALS ................ 4

4. 5. 6. 7.

CSR INITIATIVES ....................................................................................................................................................5 GENERAL OPERATIONAL UPGRADE ............................................................................................................5 CONCLUSION ............................................................................................................................................................6 APPENDIX ...................................................................................................................................................................7

LOSING MAGIC IN THE MIDDLE KINGDOM 2

1. Introduction
Aiming to tap into the huge Chinese market, The Walt Disney Company created a joint venture with the Hong Kong government, where the former had a 43% stake and the latter a 57%