Walt Disney -service Operation Mgmt

Service Operation Management

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

Walt Disney Profile

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

Service Offered

“Entertaining Guest “ Largest media and entertainment firm in the world, also known for its family-friendly products;

Classification of Service

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,

electronics and animation art.

stationery,

Alphabets They Used

subsidiaries : 82 A ABC Television Network ABC News ABC Entertainment ABC Kids B Bay Lake, Florida Buena Vista Distribution Buena Vista Motion Pictures Group Buena Vista Music Group C Capital Cities Communications Caravan Pictures Celebration, Florida Circle 7 Animation Compass Rose Corporation

D Disney Channel Disney 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 Television Disney-ABC International Television Disney-ABC Television Group Disneyland Resort

E ESPN ESPN Deportes ESPN Deportes Radio ESPN International ESPN Zone ESPN.com ESPN2 ESPNEWS F Fall Line Studios G Go.com H Hollywood Pictures Hollywood Records Hyperion (publisher) I It's a Laugh Productions, Inc. J Jetix

L Lake Buena Vista, Florida List of Disney Interactive Studios games List of Walt Disney video releases Lyric Street Records M Mammoth Records Miramax Books Miramax Films Movies.com Muppets Holding Company LLC P Pixar R Radio Disney Reedy Creek Energy Services Reedy Creek Improvement District

W Walt 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 S Walt Disney Records SOAPnet Walt Disney Studios Home Entertainment Saban Entertainment Walt Disney Television Walt Disney Television Animation T Walt Disney Theatrical Toon Disney Walt Disney Travel Company, Incorporated Touchstone Pictures 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 Triangle

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 : “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

Devoted Creative Hardworkin g Persistent Kind

Expected Service Custome r Gap

Perceived Service Customer External communication Gap 4 s to customers

Service delivery Company

Gap 3

Customer-driven Service designs and standards Gap 2 Company perception of consumer

Pitfall’s

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: ØMade financial projections based on American vacationing habits ØServed American foods rather than local foods ØRequired 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

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

Recommendation

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

Reference

Service Management & Operation By Barry Render, Roberta S.Russell, Cengiz Harsever. Service Marketing By Mary Jo Bitner

Thank You