Walt Disney -Service Operation Mgmt
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Service Operation Management
Transcript of Walt Disney -Service Operation Mgmt
Akila.S.Ramani -3 Hr
M.S.Bharath -5 F2
Sudhakar.P -21 F2
Ravindran -30 F1
Vasanth.G -39 F1
Agenda
Walt Disney Profile
Service offered
Classification of Services
Managing the service
Pitfalls
Recommendation
On October 16, 1923 Walt Disney
was founded by brothers Walt and
Roy Disney as an animation studio.
It has become one of the biggest
Hollywood studios, and owner and
licensor of eleven theme parks and
several television.
Disney's corporate headquarters
and primary production facilities are
located at California.
“Entertaining Guest “
Largest media and entertainment firm in the world, also known for its family-friendly products;
Media Networks
Parks and Resorts
Consumer Products
Studio Entertainment
Walt Disney
Media Networks : Comprise a vast array of
broadcast, cable, radio, publishing and Internet
businesses.
“Disney-ABC Television Group, ESPN Inc., Walt Disney
Internet Group, ABC owned television stations”
Parks and Resorts :Not just home to Disney's
beloved characters but the place "Where Dreams
Come True."
Walt Disney Studios : Distributes motion pictures
under,
Walt Disney Pictures
Disney Toon Studios
Walt Disney Studios Motion Pictures International
Walt Disney Studios Home Entertainment
Disney Music Group
Disney Consumer Products : Extends the Disney
brand to merchandise ranging from apparel, toys,
home décor, books and magazines to interactive
games, food and beverages, stationery,
electronics and animation art.
Alphabets They Used
subsidiaries : 82 AABC Television NetworkABC NewsABC Entertainment ABC Kids
BBay Lake, Florida Buena Vista Distribution Buena Vista Motion Pictures Group Buena Vista Music Group
CCapital Cities Communications Caravan Pictures Celebration, Florida Circle 7 Animation Compass Rose Corporation
DDisney ChannelDisney Comics (company) Disney Consumer Products Disney Development Company Disney Interactive Studios Disney Mobile Disney Movie Rewards Disney Press Disney Regional Entertainment Disney Theatrical Group Disney Vacation Club Disney Vacation Development, Incorporated Disney Worldwide Outreach Program Disney's Hilton Head Island Resort Disney-ABC Domestic TelevisionDisney-ABC International Television Disney-ABC Television Group Disneyland Resort
EESPN ESPN Deportes ESPN Deportes Radio ESPN International ESPN Zone ESPN.com ESPN2 ESPNEWSFFall Line StudiosGGo.comHHollywood Pictures Hollywood Records Hyperion (publisher)
IIt's a Laugh Productions, Inc.JJetix
LLake Buena Vista, Florida List of Disney Interactive Studios games List of Walt Disney video releases Lyric Street Records
MMammoth Records Miramax Books Miramax Films Movies.com Muppets Holding Company LLCPPixar
RRadio DisneyReedy Creek Energy Services Reedy Creek Improvement District
SSOAPnet Saban Entertainment
TToon Disney Touchstone Pictures
WWalt Disney Animation Australia Walt Disney Animation Japan Walt Disney Animation Studios Walt Disney Creative Entertainment Walt Disney Entertainment Walt Disney Imagineering Walt Disney Internet Group Walt Disney World Hospitality and Recreation Corporation Walt Disney Music Company Walt Disney Parks and Resorts Walt Disney Pictures Walt Disney Records Walt Disney Studios Home Entertainment Walt Disney Television Walt Disney Television Animation Walt Disney Theatrical Walt Disney Travel Company, Incorporated Walt Disney World Company Walt Disney World Resort Wonderland Music Company World of Disney
Managing the service
Service Triangle
Building customer relationships.
Work for Developing, promoting & delivering of
Standard Services.
Service TriangleManage
ment
Customers
Employees
Management - Customers :External Marketing
“Setting the promise”
Effort that the firm engages in to set up its
customer expectation & make promise to
them what they deliver.
Employee - Customer :
Interactive Marketing“Delivering the promise”
Where the promise is kept or broken is
totally depend on the employee hand.
People are critical at this occasion.
If promise is not delivered customer is
dissatisfied.
Management - Employee :
Internal Marketing
“Enabling the promise”.
These are the activities that management
will engages in to aid the providers in their
ability to deliver on the service promises:
recruiting, training ,motivation rewarding ,
providing equipment and technology.
Walt Disney Makes Everyone a Star -
Matching of Service triangle
External Marketing
Careful analysis of what customers expect
Mission: Making people happy
Approach for achieving mission
Internal Marketing
Clear instructions will be given to the
employees regarding: The role to play,
Where to report, What to wear, How to
handle typical encounters.
Proper training is provided before the
employees face the customers.
New developments will be intimated to
the employees.
Interactive Marketing
DevotedCreative
HardworkingPersistentKindLoyal
Expected Service
Perceived Service
Service delivery
Customer-driven Service designs and standards
Company perception of
consumer expectations
Customer Gap
Company
Customer
Gap 3
Gap 2
External communications to customersGap 4
Euro Disney Project
Investments: 21 billion Francs.
Site Size: 1/5th of the city of Paris.
Projected : 12000 Employees.
Forecast: 11 million visitors in first year.
Hotels: Complete ownership of total of 6
hotels.
Occupancy: 70% annually for hotels.
Other Features: 18 hole championship
Golf Course.
Design: Same as other Disney parks but
made
adapted for Northern European Weather
conditions
Impacts:
Made financial projections based on
American vacationing habits
Served American foods rather than local
foods
Required employees to act in ways that
conflicted with their social customs
Euro Disney’s Problems
Cultural Imperialism: Disney failed to recognize the
existence of cultural differences in Europe
Result : of exorbitantly high product, service, admission,
and accommodation prices
Visitors would spend most of their time riding the rides
Cheaper to eat/stay in Paris than within the park
Facts
Children’s are not treated same every
where.
In US- Spend lot of money in Disney
Land
In Europe –Will visit the park without
buying much beyond the ticket for
admission
Failure of Service triangle in Europe
External Marketing
Changed their American inclined advertising to make it more descriptive
Fake promise of promotional priced tickets
No visibility of the Disney characters shown on TV
Showcased a big theme park but distances are difficult to cover
Internal marketing
Employees were told to smile which didn’t work with the French culture
Many employees quit due to imposition of American culture
Had standard French job classification
Interactive Marketing
Promise of a multi linguistic staff proved wrong when the ticket counter staff could not speak German
French drivers were not so happy with the limited parking space
Service recovery strategies
Fail-safe the service
Welcome and encourage complaints
Act Quickly
Treat customers fairly
Learn from recovery experiences
Learn from lost customers
learn from Phase I experience
Satisfaction surveys and employees as listening posts
Empower employees to act quickly
Fair interpersonal treatment
Project teams can be assigned to a problematic area to develop a
solution
Difficult for Euro Disney to identify lost customers
Service Management & Operation By Barry
Render, Roberta S.Russell, Cengiz Harsever.
Service Marketing By Mary Jo Bitner
Thank You
