Primary File Info
The Walt Disney Company: Disney’s California Adventure
Arellano, F., Felder, M., Watt, M., and O’Rourke, J.S. (Editor)
February 12, 2018
Strategy & General Management
goal, underperformed, brand equity, Disney, reinvestment, Positioning
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?