I.B Case Study

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Walt Disney Company. Tokyo Disneyland opened in 1983. Oriental Land Company of Japan proposed idea of park.

Disney provide master planning manufacturing and training services during construction(Global sourcing). Disney receives royalties from merchandise and food sales of Tokyo Disneyland (Licensing). Lenox china and Mister donut adapted Japanese size and taste but Tokyo Disneyland did not. Disney made few changes such as addition of Japanese restaurant and big screen showing Japanese history.

Disney announced in 1985 that it will open a theme park in either France or Spain. it was opened in 1992. Location advantages in Paris. French are largest European consumer of Disney products (comic Book). Because the park would employ thousands of people and attract large number of tourists. French government offered to extended the Paris railway to park. Disney invested only $140 million to take 49% of ownership in a $5 billion Euro Disney. Remaining 51% ownership was sold to other investors.

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