The Third Battle of Bull Run: The Disney's America Theme Park (Case Study Sample)

The Third Battle of Bull Run: The Disney’s America Theme Park (B)
Like any other firm, the Disney Company purposes to run its operations from favorable environments in order to deliver the very best services to its customers while simultaneously optimizing on returns. On the verge to achieve its objective, the company opted to assess the possibility of implementing a project of ‘Disney’s America Theme Park (B)’, which entailed transferring its operations from the Haymarket site in Prince William County to somewhere else in Virginia. This paper will comprehensively analyze the business challenges that Disney Company encountered while evaluating different types of organizational communications systems it employed during the management of the challenges that came along with its new project.
One of the main problems the company faced is a damaged reputation within the United States of America and the rest of the world. It is certain that a good reputation is foundational for any successful operations of companies. However, the decision of the Disney Company to change its location of operation led to massive controversial discussions. The leadership of Prince William County argued that the company had received enormous support from the communities and people in Haymarket. They had invested their effort and time to support the project with many of them being staffs of the company. Hence, changing the location of operation from Haymarket to elsewhere would be a betrayal of the community. Additionally, a majority of members of staff of the company are likely to lose their jobs on baseless grounds, a situation that is disappointing and unacceptable for such a reputable company. Such arguments would obviously damage the reputation of the company.
The issuance of a public statement explaining the project of ‘The Disney’s America Theme Park (B)’ made Disney Company vulnerable to unprecedented criticisms. The statement changed the project from being a company issue to being a public affair. Many people in different capacities took advantage of the statement to criticize the operations of the company. They capitalized on the inefficiencies of the company’s operations to portray it as an enemy of American history as well as a plunderer of sacred ground (Boyer, Casper & Rubin, 2013). While some criticisms of Disney Company were justifiable, many of them were baseless and only intended to give a negative perception of the company.
According to Stewart (2008), the economic strains were equally a challenge that the company faced during ‘The Disney’s America Theme Park (B)’ project. It was clear as per the financial projections made in August 1994 that Disney Company was facing prospects of substantial losses rather than the profits it had projected initially. The losses were due to the legal challenges, competition challenges, and operational challenges the company was bound to face on the implementation of the project. As a result, it was undisputed that the cost of moving forward with the project did outweigh its potential gain.
Disney Company opted to use different ...