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The Walt Disney Company: Disney’s California Adventure

Arellano, F., Felder, M., Watt, M., and O’Rourke, J.S. (Editor)
February 12, 2018
SKU:
BUS-004099
Region: 
North America
Topic: 
Strategy & General Management
Length: 
9 pages
Keywords: 
goal, underperformed, brand equity, Disney, reinvestment, Positioning
Copyrighted by: 
Notre Dame
Student Price: 
$4.00 (€3.82)
Average rating: 
0

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?