Министерство образования и наукиНижегородский государственный архитектурно-строительный университет

Международный факультет экономики, права и менеджмента

Made: Trundova Olga, Mikheeva Sasha, Ushkova Valya, Pchelin Sergey Checked: The scientific supervisor Associate Professor Artyushina E.V.

«Making decision on entering to the Russian

market the brand «Disneyland Park»

Contents:Chapter 1: Consulting agency “Expert NN”Chapter 2: Company “DisneyLand”

History International activitiesThe main competitors “DisneyLand”Business portfolioChapter 3: Russian marketEconomic characteristicsDemographic characteristicsSegmentation of the Russian marketCompetitors of “DisneyLand”Chapter 4:Recommendation

CHAPTER 1. CONSULTING AGENCY "EXPERT NN».

  "Expert NN» is a dynamic company that provides a full range of consulting services for the past 10 years.

Our agency has extensive experience working with large companies such as «McDonald's» «BMW» «PROCTER & GAMBEL» and others.

OUR EMPLOYEES - ARE SPECIALISTS WITH MANY YEARS OF PRACTICAL EXPERIENCE OF BUSINESS SUPPORT AND PROTECT THE LEGITIMATE RIGHTS AND INTERESTS OF INDIVIDUALS.   YOU CAN ORDER:- CREATION AND PROTECTION OF THE BUSINESS PLAN;- DEVELOP BUSINESS MODEL OF YOUR ORGANIZATION;- CARRYING OUT ALL SORTS OF MARKETING RESEARCH;- ADVISING ON THE BUSINESS;-RISK ANALYSIS OF THE PROJECT / BUSINESS AND THE PROTECTION SCHEME OF CORPORATE STRUCTURES.

WHY DO CUSTOMERS CHOOSE US?

-WE FIND AND SOLVE THE EXISTING PROBLEMS ONLY SPECIFIC.-GIVE REAL PROMISE AND WARN OF THE CONSEQUENCES.-SOLVE ISSUES WITH REGARD TO THE NATURE AND PROBLEMS OF THE -INDIVIDUAL CIRCUMSTANCES OF EACH CLIENT.-GIVE EFFECTIVE WORKING RECOMMENDATIONS.-OPERATE EXCLUSIVELY WITHIN THE FRAMEWORK OF EXISTING LEGISLATION.-PROVIDE FAIR AND OPEN BUSINESS RELATIONSHIPS.-PROMPTLY INFORM THE CLIENT OF THE RISKS.

CHAPTER 2. COMPANY «DISNEYLAND»HISTORY : «Disneyland» was opened in 1955(California,

USA) Chief creator - Walt Disney Costs -17millions dollars In the mid-90s Disneyland Park becomes the

resort.(it includes restaurants, cafe, hotels) The park has 3 parts(1-Park Disneyland, 2-

Disney’s California Adventure, 3-Downtown Disney)

Disneyland visited more than 500 million visitors(members of royal families, presidents)

«The Happiest Place on Earth»

INTERNATIONAL ACTIVITIES:

INTERNAL ACTIVITY:

Main street U.S.A built in the style of an American cityFrontierland it Has style of the Wild West. Top Attractions - roller coasters and haunted

house Adventureland area built in the style such as cartoons as

«Aladdin» and «Pirates of the Caribbean»Discoveryland Opened as «future»(flight to the stars, time

machine)

Fantasyland Special for kids «the world fantasy»

Walt Disney studios park It has 4 parts (opens the secrets of movies)

Golf Disneyland area for golf(including 27 holes of golf) Transport Railroad Monorail

THE MAIN COMPETITORS DISNEY PARK: Port Aventura, Spain Ferrari World, UAE Europa Park, Germany Tropical island, Berlin Mirabilandia, Italy

BUSINESS PORTFOLIO:

Disneyland Park

Chapter 3. Russian Market

The key economic indicators:-The level of economic growth (GDP)-Prices and inflation-Unemployment-Refinancing rate-Income of the population-Employment

Change in GDP

Dynamics of the economically active population Year Rate of

inflation

1995 2.31998 84.41999 36.52000 20.22001 18.62002 15.12003 12.02004 11.72005 10.92006 9.02007 11.92008 13.32009 8.82010 8.82011 6.12012 6.62013 6.32014 4-5*

Year Value, %

2004 13

2005 12 (13)

2006 11 (12;11.5)

2007 10.0 (10.5)

2008 13.0 (10.25; 10.5; 11.0; 12.0)

2009 8.75 (13; 12.5; 12; 11.5; 11;10.75;10.5;10;9.5;9)

2010 8.25 (8.5; 8.75)

2011 8.00 (8.25, 8.0, 7.75)

Refinancing rate

Динамика численности населения России(млн. чел.)

1800 1851 1897 1917 1926 1937 1939 1941 1950 1959

25,0  57,0  67,5  91,0  92,7  104,9  108,3  111,4  101,4  117,5

1960 1970 1979 1980 1989 1990 1991 1992 1993 1994

 119,0  130,1  137,4  138,3  147,0  147,7  148,3  148,5  148,6  148,4

1995 1996 1997 1998 1999 2000 2001 2002 2003 2004

148,3  148,3  148,0  147,8  147,5  146,9  146,3  145,6  145,0  144,2

2005 2006 2007 2008 2009 2010 2011 2012 2013

 143,5  142,8  142,2  142,0  141,9  141,9  142,9  143,3143,5

Demographic characteristics. Population.

Segmentation of the Russian market

«Disneyland» is one of the largest parks in the world, having its unique theme, bringing every visitor in the world of childhood and cartoons company «Walt Disney». It can take advantage of undifferentiated marketing strategy to capture the market, i.e. "Disneyland" can afford to ignore any difference between the segments and work on the entire market.

RECOMMENDATION Currently, on the one hand, stands display this

product to the Russian market . Firstly, it is not attracted to work economically active population, and it allows to reduce unemployment and provides jobs to the majority. Secondly, it is the ability to attract and take a lot of tourists that will think positively about us and the whole country in the sense of increased level of the economy. We can also say that this project will give our country the starting point of reaching a new level and a new market segment and attract new larger audience , thanks to the system over time will increase wages by attracting not economically active population.

Thank you for your attention!