Map 1.1

ABROAD

CASE DISNEYLAND

Курган – 2009

МЕТОДИЧЕСКИЕ РЕКОМЕНДАЦИИ

«Сборник текстов и заданий для самостоятельной работы»

(для студентов всех специальностей заочной формы обучения)

МЕТОДИЧЕСКИЕ РЕКОМЕНДАЦИИ «Сборник текстов и заданий для самостоятельной работы» (для студентов всех специальностей заочной формы обучения) /Академия труда и социальных отношений. – Курган, 2009. – 44с.

Составители: Гаручава А..П., ст. преподаватель кафедры гуманитарных и социально-экономических дисциплин, Дегтярева Н.М, доцент кафедры гуманитарных и социально-экономических дисциплин

Методические рекомендации предназначены для студентов 2 и 3 курса всех специальностей и имеют цель – формирование, развитие и закрепление навыков поискового, ознакомительного и изучающего чтения текстов экономической направленности.

Рекомендации содержат иллюстрированные картами и схемами тексты, сопровождаемые вопросами и переводом профессионально-ориентированной лексики. Предназначены для студентов среднего и продвинутого уровней владения английским языком всех специальностей вуза. Тексты пособия могут использоваться студентами очной и заочной форм обучения как самостоятельно, так и под руководством преподавателя. Работу с предлагаемыми текстами предлагается проводить по следующим заданиям

1. Выпишите новые слова

2. Разбейте текст на смысловые части.

3. Составьте развернутый / краткий план текста.

4. Озаглавьте каждую часть текста.

5. Сократите текст, опустив несущественные детали

6. Ответьте на вопросы.

7. Найдите главную мысль абзаца.

8. Определите, освещаются ли в тексте следующие вопросы…

9. Подтвердите или опровергните следующие положения текста…

10. Составьте описательную / рекламную аннотацию текста.

11. Напишите реферат на данную тему.

Рецензенты: Е.Г. Попова, доцент, зав. кафедрой ГСЭ КФ АТиСО, Л.Н. Шихардина, к.п.н., доцент, зав. кафедрой ИЯГС КГУ,

Содержание

1 Case Disneyland abroad 3

2 Case Mc Donald’s 6

3 Case the Coca-Cola company 10

4 Case Nestle 13

5 Case Marks & Spencer 18

6 Case Electrolux acquisitions 22

7 Case Hewlett-Packard 24

8 Case Ford Motor Company 27

9 Case Automobile imports 29

10 Organizational structure 32

11 Management recruitment and selection 37

12 Management training 39

13 Factors influencing the development of accounting around the world 40

In 1984 Tokyo Disneyland completed its first year of operations after five years of planning and construction since the Walt Disney Corporation entered into an agreement with the Oriental Land Company in Japan. More than 10 million people (9 percent from other Asian countries) visited the park, spending $355 million. This was $155 million more than had been expected, largely because the average expenditure per visitor was $30, rather than the estimated $21 per visitor. Tokyo Disneyland thus became quickly profitable. Growth continued, so that by 1990 more than 14 million people visited the park, a figure slightly larger than the attendance at Disneyland in California and about half the attendance at Walt Disney World in Florida.

The Tokyo park is in some ways a paradox. Although such firms as Lenox China and Mister Donut had to adapt to Japanese sizes and tastes, Tokyo Disneyland is nearly a replica of the two parks in the United States. Signs are in English, and most food is American-style. The management of the Oriental Land Company demanded this because they wanted visitors to feel they were getting the real thing and because they had noted that such franchises as McDonald's have enjoyed enormous success in Japan as Japanese youth have embraced American-style culture. Yet, a few changes were necessary, such as the addition of a Japanese restaurant.

The timing of the Tokyo Disneyland opening coincided with a rise in income and leisure time among the Japanese. A Disney executive said that a similar rise in income and leisure had contributed to the successful opening of the first park near Los Angeles.

That the park is nearly identical to the ones in the United States masks the fact that there have been numerous operational adjustments. Probably the most important were in the methods of promotion. Whereas Disney uses its own staff to prepare advertising in the United States, it has relied on outside agencies within Japan to adapt to cultural differences. Even within Japan there are differences. For example, ads outside of Tokyo are more informational, whereas those in Tokyo, where the park is well known, rely more on a fun image.

Disney provided no financing for the Tokyo operation. Disney provided master planning, design, manufacturing and training services during construction, and consulting services after completion of the facility. Disney received fees for its efforts during the construction phase, and it now receives a 10 percent royalty from admissions and 5 percent from merchandise and food sales.

The success of Tokyo Disneyland led the company to consider expansion into Europe. In 1985 it announced that it had narrowed its locational choice to two countries, Spain and France, for a park scheduled 10 open in 1992. Since the park was estimated to provide about 40,000 permanent jobs and would draw large numbers of tourists, the two countries openly courted Disney. Disney, in turn, was likened to Scrooge Mc Duck, as it openly played one country against the other in an attempt to get more incentives. Spain offered two different locations and 25 per­cent of the cost of construction, and claimed it could attract 40 million tourists a year. The French guaranteed 12 million customers a year, the number Disney estimated as the break-even point, and agreed to extend the Paris railway to the park's location (thus linking the park to the rest of Europe) at a cost of about $350 million. In addition, the French government offered 4800 acres of land at about $7500 per acre, a cheap price for the area, and loaned 22 percent of the funds needed for financing. Disney finally signed an agreement with the French government in. 1986 because of the more central location of Paris (109 million people live within a six-hour drive of the French theme park), the large number of tourists who visit Paris throughout the year, and the availability of flat land near Paris. (The four Disney theme parks are depicted on Map 1.1.)

Дата добавления: 2014-11-29