Service Operation

Management
Akila.S.Ramani -3 Hr
M.S.Bharath -5 F2
Sudhakar.P -21 F2
Ravindran -30 F1
Vasanth.G -39 F1
 Agenda
Walt Disney Profile
Service offered
Classification of Services
Managing the service
Pitfalls
Recommendation
Walt Disney Profile
On October 16, 1923 Walt Disney

was founded by brothers Walt and

Roy Disney as an animation studio.

It has become one of the biggest

Hollywood studios, and owner and

licensor of eleven theme parks and

several television.

Disney's corporate headquarters

and primary production facilities are

Service Offered
 “Entertaining Guest “

Largest media and entertainment

firm in the world, also known for its
family-friendly products;
Classification of Service
Media Networks : Comprise a vast array of
broadcast, cable, radio, publishing and Internet
businesses.
“Disney-ABC Television Group, ESPN Inc., Walt Disney
Internet Group, ABC owned television stations”
Parks and Resorts :Not just home to Disney's
beloved characters but the place "Where Dreams
Come True."
Walt Disney Studios : Distributes motion pictures
under,

Walt Disney Pictures

Disney Toon Studios
Walt Disney Studios Motion Pictures International
Walt Disney Studios Home Entertainment
Disney Music Group
Disney Consumer Products : Extends the Disney
brand to merchandise ranging from apparel, toys,
home décor, books and magazines to interactive
games, food and beverages, stationery,
electronics and animation art.
Alphabets They Used
 subsidiaries : 82
D
A Disney Channel
ABC Television Network Disney Comics (company)
ABC News Disney Consumer Products
ABC Entertainment Disney Development Company
ABC Kids Disney Interactive Studios
Disney Mobile
B
Disney Movie Rewards
Bay Lake, Florida
Disney Press
Buena Vista Distribution
Disney Regional Entertainment
Buena Vista Motion Pictures Group
Disney Theatrical Group
Buena Vista Music Group
Disney Vacation Club
Disney Vacation Development, Incorporated
C Disney Worldwide Outreach Program
Capital Cities Disney's Hilton Head Island Resort
Communications Disney-ABC Domestic Television
Caravan Pictures Disney-ABC International Television
Celebration, Florida Disney-ABC Television Group
Circle 7 Animation Disneyland Resort
Compass Rose Corporation
E
ESPN L
ESPN Deportes Lake Buena Vista, Florida
ESPN Deportes Radio List of Disney Interactive Studios games
ESPN International List of Walt Disney video releases
ESPN Zone Lyric Street Records
ESPN.com
ESPN2 M
ESPNEWS Mammoth Records
Miramax Books
F Miramax Films
Fall Line Studios Movies.com
G Muppets Holding Company LLC
Go.com
P
H
Pixar
Hollywood Pictures
Hollywood Records
R
Hyperion (publisher)
Radio Disney
Reedy Creek Energy Services
I Reedy Creek Improvement District
It's a Laugh Productions, Inc.
J
Jetix
 W
Walt Disney Animation Australia
Walt Disney Animation Japan
Walt Disney Animation Studios
Walt Disney Creative Entertainment
Walt Disney Entertainment
Walt Disney Imagineering
Walt Disney Internet Group
Walt Disney World Hospitality and Recreation Corporation
Walt Disney Music Company
Walt Disney Parks and Resorts
Walt Disney Pictures
S Walt Disney Records
SOAPnet Walt Disney Studios Home Entertainment
Saban Entertainment Walt Disney Television
Walt Disney Television Animation
T Walt Disney Theatrical
Toon Disney Walt Disney Travel Company, Incorporated
Touchstone Pictures Walt Disney World Company
Walt Disney World Resort
Wonderland Music Company
World of Disney
Managing the service
 Service Triangle

Building customer relationships.

Work for Developing, promoting & delivering of

Standard Services.
Service Triangle
 Management - Customers :
External Marketing

“Setting the promise”

Effort that the firm engages in to set up its
customer expectation & make promise to
them what they deliver.
 Employee - Customer :
Interactive Marketing
“Delivering the promise”
Where the promise is kept or broken is
totally depend on the employee hand.
People are critical at this occasion.
If promise is not delivered customer is
dissatisfied.
 Management -
Employee :
“Enabling the promise”.
These are the activities that management
will engages in to aid the providers in their
ability to deliver on the service promises:
recruiting, training ,motivation rewarding ,
providing equipment and technology.
Walt Disney Makes Everyone a
Star -
Matching of Service triangle
 External
Marketing
Careful analysis of what customers expect
Mission: Making people happy
Approach for achieving mission
 Internal Marketing
Clear instructions will be given to the
employees regarding: The role to play,
Where to report, What to wear, How to
handle typical encounters.
Proper training is provided before the
employees face the customers.
New developments will be intimated to the
employees.
 Interactive Marketing

Devoted
Creative

Hardworkin
g
Persistent
Kind
 Expected Service
Custome
r Gap

Perceived Service
Customer

Service delivery External

communication
Company Gap 3 Gap 4 s to customers

Customer-driven
Service designs
and standards

Gap 2

Company
perception of
consumer
Pitfall’s
 Euro Disney Project
Investments: 21 billion Francs.

Site Size: 1/5th of the city of Paris.

Projected : 12000 Employees.
Forecast: 11 million visitors in first year.
Hotels: Complete ownership of total of 6
hotels.
Occupancy: 70% annually for hotels.
Other Features: 18 hole championship
Golf Course.
Design: Same as other Disney parks but
made
adapted for Northern European Weather
conditions
Impacts:
ØMade financial projections based on
American vacationing habits
ØServed American foods rather than local
foods
ØRequired employees to act in ways that
conflicted with their social customs
 Euro Disney’s
Problems
Cultural Imperialism: Disney failed to recognize the
existence of cultural differences in Europe

Result : of exorbitantly high product, service, admission,

and accommodation prices
Visitors would spend most of their time riding the rides
Cheaper to eat/stay in Paris than within the park
 Facts
Children’s are not treated same every
where.

In US- Spend lot of money in Disney

Land

In Europe –Will visit the park without

Failure of Service triangle
in Europe
 External Marketing
Changed their American inclined advertising to make it more
descriptive

Fake promise of promotional priced tickets

No visibility of the Disney characters shown on TV

Showcased a big theme park but distances are difficult to

cover
 Internal marketing

Employees were told to smile which didn’t work

with the French culture

Many employees quit due to imposition of

American culture

Had standard French job classification

 Interactive Marketing

Promise of a multi linguistic staff proved wrong

when the ticket counter staff could not speak
German

French drivers were not so happy with the limited

parking space
 Service recovery strategies
Fail-safe the service

Welcome and encourage

complaints

Act Quickly

Treat customers fairly

Learn from recovery

experiences

Learn from lost customers

Recommendation
 learn from Phase I experience

Satisfaction surveys and employees as

listening posts

Empower employees to act quickly

Fair interpersonal treatment

Project teams can be assigned to a

problematic area to develop a
solution

Difficult for Euro Disney to identify

lost customers
Reference
Service Management & Operation By Barry

Render, Roberta S.Russell, Cengiz Harsever.

Service Marketing By Mary Jo Bitner

Thank
You