Case study on

Disneyland:
strategic HRM (Parks and Resorts)
Submitted to: Submitted by:
Dr. Bhawna Bhardwaj Grou !
C"HP #$ MB% &'(&)(&*
Introduction

+ounded ,y -alter .lias Disney in #/!$

Co0any di1ersi2ied into 2our ,usiness

3he walter Disney 4tudio
Disney Parks 5 Resorts
Disney custo0er roduct
Media 6etwork

4read o1er three continent with 2i1e resort locations (Cali2ornia( +lorida( 3okyo( Paris(
Hongkong)

7t is a +antasy world

High 8uality creati1e content and e9cetional story telling a,ility

Ha1ing strong ositi1e organi:ational culture and HRM ractices

Recruit right;2it eole with orientation toward co0any<s culture train 2ront
line e0loyees(0agic 2or custo0ers)
The Walt Disney Studio

+irst initiati1e

+ro0 cartoon studio in #/!& to glo,al cororation today

+a0ous 2or ani0ated 2eature 2il0s 5 li1e action 0otion icture

%lice in wonderland #/!$

Mickey 0ouse

+ull length ani0ation 2eature 4nowwhite and the se1en Dwar2

Disney Customer product

.nter in #/!/

%arel

3oys

4tationary

+ood and Be1erages

.lectronic 2ine art

Books and 0aga:ine

Pu,lishing worldwide children ,ooks

4tarted Disney 4tore retail chain in #/*)

Media Network

Disney;%BC 3eli1ision

4uorting 2unctions

Marketing

4ales

Co00unication

7nclude

Ca,le

Radio u,lishing and

7nternet ,usiness(#//&)
Pro1ide Pro2it
Disney theme parks and resorts

Planned in #/=!( >ened in Cali2ornia in #/==

Roy Disney ,uilt Disney world in +lorida in #/)#

Contri,uting )&? o2 ro2it o2 co0any

3okyo Disneyland in @aan on #= %ril #/*$

.uro Disney in +rance on #! %ril #//!

=
th
Honkong Disneyland in #! 4et !&&=

7nclude

Cruiseline

.ight Aacation clu, resort

tra1elguid
Walt Disney Financial Perormance
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
0
5000
10000
15000
20000
25000
30000
35000
40000
The Walt Disney Company Financial Data From 1994-2007
Revenue Operating Expenses Net income
Disney !uman "esource Mana#ement

7t include Casting( orientation and training

.0loyees are called Cast Me0,ers (oti0ist( ositi1e attitude and right skill)

Recruit0ent rocess is called casting

+our 0ajor hu0an resource strategies (ractices $BC)

Hiring the ,est eole

De1eloing eole to deli1er suerior ser1ice 8uality ( ,y training)

Pro1iding the re8uisite suort syste0s

Retaining the ,est eole

Pre-orientation program helps potential recruits to decide whether they will

ft into the organizational culture
$r#ani%ation Culture

Di22erent arks 0any si0ilarities changes with resect to culture (@aan 5 "4)

Disney Dingo (' 0illion a,,re1iations)

Disney way

6e1er sacri2ice sa2ety 2or guest and sta22

3ake ride in your worklace (7t<s not 0y jo, attitude)

Pay attention to standards o2 8uality

3reat e1ery custo0er as your only custo0er

6e1er sacri2ices e22iciency

Det eole know that they are needed and 1alued

Disney Aalues

7nno1ation( Euality( 4torytelling( >ti0is0

"ecruitment and Selection

Recruit0ent

Casting 4couts

7nternal %licants

>nline %lication

Pre;>rientation

4election

Beha1ioral inter1iews

7nter1iew 2or 2ront line e0loyees

Internship pro#ram oered to colle#e students

Recruits student o2 #* years and a,o1e

4e0ester long aid internshi rogra0

>22ered during sring and su00er

4tudents selected a2ter series o2 !;$ inter1iews

4tudents are co00unicated regarding the osition they would like to work

>22ers roles in 2ood and ,e1erages( hositality and character work

Traditions &$rientation'

3raditions are 2or all e0loyees 2or there 2irst day in Disney

6a0e tag is gi1en to the cast 0e0,er

Cast 0e0,er learns a,out the history( culture hilosohy( goals( 1ision and
0ission( actions to ,e taken in case o2 e0ergency

"se insirational 2il0s

4ta22 orientation is conducted ,y line sta22 called 3radition %ssistants

Cast 0e0,ers are ro1ided with a training checklist

"ewards and "eco#nition

3ake 2i1e (= 0inutes to do so0ething e9traordinary)

Recognition cards

Di2e ti0e %chie1e0ent %ward

%0,assadors
Thanks!