Anthropologie Essay (Coursework Sample)

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Beyond Tokyo
1. Cultural challenges posed by Disney’s expansion into Asia and how different they are from Europe
The large population and economic growth that Asia experienced in the 1990’s attracted many firms in investing in Asia. Disney Company was attracted by such conditions into the Asian environment. However, despite its successful venture in Tokyo, this company was challenged by various factors in its attempts to expand in the Asian environment as compared to the European environment. For example, some of the challenges were cultural while others were economic in nature. Similarly, excessive competition, poor market projections, high cost of establishing and maintaining the park, and continuous interference from the local officials were some of the challenges that Disney Company experienced. In relation to all these challenges, the major one was the cultural challenge. Culture refers to what the society shares and transmits socially in terms of ideas, perceptions and values, which are considered to make sense of the experience and which generate behaviors that are reflected in the society (Haviland, 26). For the Disney Company, language is a cultural challenge that the company must overcome. The company chose a trilingual language at Hong Kong Disneyland as a way of dealing with varied language differences in the area. In addition, Disney Company was faced with the challenge of meeting the demands of the local or native people and on the other hand, meeting the demands of the environmentalists. It ventured in serving the locals with shark fin soup, which was contrary to the environmentalists. Further, the Company was culturally challenged with setting up a fantasy garden for taking pictures with the Disney characters as well as covered and rainproof spaces for dealing with the region’s rainy weather. In comparison with those in Europe, culture does not pose as a major challenge. For instance, in Europe English is the most preferred language of communication. Similarly, there are varied cultural practices, which do not require specific menus to be incorporated in order to attract the targeted market.
2. How cultural variables influence the location choice of theme parks around the world
The location of theme parks around the world is influenced by various cultural variables. Each region in different parts on the globe has its cultural attributes that have to be met by any company that may wish to set up a theme park. For instance, Disney Company, which specializes in establishing and promoting theme parks globally, has to focus on adapting certain cultural aspects in relation to the chosen park’s location in order to meet the local’s expectations. Therefore, the locals cultural needs have to be met by the Company setting up a theme park in the desired location. In the case of Disney Company, it is committed to standardizing various elements across various cultures. For example, in Asia, Disney has encouraged the desire and acceptance of all relevant things by exposing the population to its products, themes and characters over a specified period. Considering this strategy, the company can market its theme parks and reduce the need to customize its services and products. In general, this is how cultural variables influence the location choice of theme parks around various parts of the world.
3. Reasons as to why Disney’s Shanghai Park is so controversial and the risks and benefits likely to be accrued from this project
The attraction for the establishment of Disney Park in the Shanghai area was based on a number of reasons. Similarly, there are various risks and benefits related to the location of the park in this region. Some of the reasons are industrialization in the Shanghai region, commercialization in the region, and the high numbers of visitors that the region receives annually compared to other regions in the country. However, the ground breaking of Disney’s Shanghai theme park has been too slow to be initiated by the government and the theme park officials. The major reasons likely to be the cause of this is corruption from the government officials. The park was put on hold in 2006 by the government. As a way of revitalizing the parks vision of penetrating the market, the park official stroke a deal with the Chinese government. In the year 2009, Disney explored the potential of the park to the Chines government to be the recipient of 50,000 new jobs and a significant investment of 53% shares of the entire theme park. In relation to the governmentâ...