The Walt Disney Company: Disney’s California Adventure

The Walt Disney Company: Disney’s California Adventure

Arellano, F.; Felder, M.; Watt, M.; and O’Rourke, J.S. (Editor) Notre Dame
February 12, 2018
SKU: BUS-332

Region of the world: North America
Topic: Strategy & General Management
Price: $4.00 | €0.00
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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? 10 pp. Case #11-06

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