Disney’s MagicBand System: Leveraging Technology to Enhance Customer Experience
| Case Code: ITSY081 Case Length: 14 Pages Period: 2013 - 2015 Pub Date: 2015 Teaching Note: Available |
Price: Rs.400 Organization: Walt Disney World Industry: Parks & Resorts Countries: US Themes: Information Management Systems Data Warehousing Data Mining Managing Service |
Abstract Case Intro 1 Case Intro 2 Excerpts
Background Note
As of 2014, Disney was the second largest media conglomerate in the world with its business split up into four major divisions -Studio Entertainment, Parks & Resorts, Consumer Products, and Media Networks. This massive company was world-renowned for its theme parks, welcoming characters, its attractions, and exceptional customer service. (Refer to Exhibit I for revenues of the Walt Disney Company, and to Exhibit II for the World Disney World facilities at Orlando). In 1964, Walt Disney (Walt) purchased 27, 433 acres of swampland in Central Florida. During a press conference, Walt described about his dreams of building a unique entertainment and vacation center. Disney also initiated a project called EPCOT -Experimental Prototype Community Of Tomorrow . In 1965, Walt Disney announced plans for building a theme park in Central Florida. In October 1971, the Magic Kingdom Park was opened with two resort hotels. The opening ceremony featured a parade of Disney characters and 76 trombones. From the moment the first guest walked in, the Walt Disney World Resort was considered an iconic destination, attracting millions of families around the world every year. For the next few years, many adventures were added in the Magic Kingdom. In 1973, the Golf Resort Hotel (later renamed as Shades of Green) was opened. In 1976, Disney’s first water park, River Country, was opened...
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