The Walt Disney Company: Disney’s California Adventure

Authors
Arellano, F., Felder, M., Watt, M., and O'Rourke, J.S. (Editor)
Region
North America
Topic
Strategy & General Management
Length
9 pages
Keywords
goal
underperformed
brand equity
Disney
reinvestment
Positioning
Copyright Holder
Notre Dame
Student Price
$4.00
Target Audience
Graduate Students
Undergraduate Students

Disney’s California Adventure was part of an effort to increase traffic to the Disneyland Resort in Anaheim, and incentivize visitors to extend their vacations. With a goal of at least seven million annual visitors, however, the park underperformed and was criticized. California Adventure threatened to erode Disney’s brand equity. Now, with a $1.1 billion reinvestment under way, how can Disney best position itself for future success with California Adventure?