Harvard Case - Disney (A): From Disneyland to Disney World, Learning the Art of Land Assembly
"Disney (A): From Disneyland to Disney World, Learning the Art of Land Assembly" Harvard business case study is written by Michael A. Wheeler, Georgia Levenson. It deals with the challenges in the field of Negotiation. The case study is 7 page(s) long and it was first published on : Oct 14, 1997
At Fern Fort University, we recommend that Walt Disney Productions adopt a multifaceted approach to land acquisition for its upcoming Disney World project. This strategy should prioritize strategic alliances with local landowners, leveraging negotiation strategies focused on win-win solutions and integrative bargaining. This approach will be crucial for navigating the complex power dynamics inherent in land assembly, while ensuring Disney's commitment to corporate social responsibility and environmental sustainability.
2. Background
This case study follows Walt Disney Productions as they embark on an ambitious project to create a second theme park, Disney World, in Orlando, Florida. The company faces the daunting task of acquiring a vast amount of land, a process complicated by the involvement of numerous landowners with varying interests and motivations. This case highlights the critical role of land assembly in large-scale development projects, showcasing the challenges and opportunities associated with this complex process. The main protagonists are Walt Disney, the visionary leader, and his team, tasked with navigating the intricacies of land acquisition.
3. Analysis of the Case Study
Strategic Framework:
This case can be analyzed through the lens of competitive strategy, specifically Porter's Five Forces. The land acquisition process is driven by the following forces:
- Threat of New Entrants: The land market is relatively open, but the scale of Disney's project creates a significant barrier to entry for competitors.
- Bargaining Power of Suppliers: Landowners hold significant bargaining power, as they control the essential resource for the project.
- Bargaining Power of Buyers: Disney has substantial bargaining power due to its brand recognition and financial resources.
- Threat of Substitutes: While alternative locations exist, the unique characteristics of the chosen site make it difficult to find substitutes.
- Rivalry Among Existing Competitors: The rivalry among landowners is high, as they compete for the best deals.
Financial and Investment Analysis:
Disney's financial resources play a crucial role in land acquisition. The company must consider the following factors:
- Capital Investment: The cost of acquiring land is a significant investment, requiring careful financial planning and management.
- Return on Investment: Disney must ensure that the investment in land acquisition aligns with its overall financial goals and generates a satisfactory return.
- Financing Options: The company needs to explore various financing options, including debt financing, equity financing, and joint ventures, to fund the land acquisition.
Business and Government Relations:
The success of the project hinges on establishing strong relationships with local government officials and community stakeholders. This includes:
- Government Approvals: Disney needs to secure necessary permits and approvals from local authorities for development and construction.
- Community Engagement: The company must address community concerns and build positive relationships with residents to ensure project acceptance.
- Public Relations: Disney needs to manage public perception and maintain a positive image throughout the land acquisition process.
Negotiation Strategies:
Disney's success in land assembly depends heavily on its negotiation strategies. The company needs to:
- Identify Stakeholders: Understanding the motivations and priorities of each landowner is crucial for effective negotiations.
- Develop a BATNA: Establishing a clear alternative plan in case negotiations fail is essential for setting realistic expectations.
- Use Integrative Bargaining: Focusing on creating win-win solutions that benefit both Disney and the landowners is key to building long-term relationships.
- Manage Conflicts: Resolving disagreements constructively through open communication and compromise is essential for maintaining positive relationships.
Corporate Social Responsibility:
Disney's commitment to corporate social responsibility is paramount throughout the land acquisition process. This includes:
- Environmental Sustainability: Minimizing environmental impact and preserving natural resources should be a priority.
- Community Development: Disney should consider the impact on local communities and strive to create positive economic and social benefits.
- Ethical Practices: The company must adhere to ethical business practices and ensure fair treatment of all stakeholders.
Risk Management:
Land acquisition involves inherent risks that Disney must mitigate:
- Market Volatility: Fluctuations in land prices and economic conditions can impact the project's financial viability.
- Legal Challenges: Landowners may challenge the project through legal action, potentially delaying or halting the development.
- Environmental Concerns: Environmental regulations and potential environmental impacts need to be carefully addressed.
4. Recommendations
- Form Strategic Alliances: Disney should actively pursue strategic alliances with key landowners, offering them equity stakes in the project or other incentives. This approach fosters collaboration and reduces the risk of adversarial negotiations.
- Integrative Negotiation Strategies: Disney should employ integrative negotiation strategies to identify mutually beneficial solutions. This involves focusing on underlying interests rather than fixed positions, exploring creative options, and building trust.
- Community Engagement and Outreach: Disney should engage in proactive community outreach, addressing concerns, and seeking input from residents. This approach builds goodwill and minimizes potential resistance to the project.
- Environmental Sustainability: Disney should prioritize environmental sustainability by implementing green building practices, preserving natural habitats, and minimizing environmental impact. This demonstrates commitment to responsible development.
- Government Relations: Disney should cultivate strong relationships with local government officials, actively seeking their support and collaborating on project planning. This ensures smooth approval processes and minimizes potential regulatory hurdles.
- Risk Management Framework: Disney should develop a comprehensive risk management framework to identify, assess, and mitigate potential risks. This framework should include contingency plans for addressing unforeseen challenges.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Mission: Disney's core competencies in entertainment and theme park development align with the project's goals. The recommendations support the company's mission to create magical experiences for guests.
- External Customers and Internal Clients: The recommendations prioritize the needs of external customers, local communities, and internal stakeholders, fostering positive relationships and ensuring project success.
- Competitors: The recommendations address the competitive landscape by leveraging Disney's brand recognition, financial resources, and innovative approach to land acquisition.
- Attractiveness: The recommendations are financially attractive, considering the potential for high returns on investment and the long-term value of the Disney World project.
- Assumptions: The recommendations are based on the assumption that Disney will remain committed to its core values of creativity, innovation, and social responsibility throughout the land acquisition process.
6. Conclusion
Disney's success in acquiring land for Disney World hinges on its ability to navigate the complex landscape of land assembly. By adopting a strategic approach that prioritizes collaboration, community engagement, environmental responsibility, and effective negotiation, Disney can overcome challenges and create a successful project that benefits both the company and the local community.
7. Discussion
Alternative Options:
- Eminent Domain: Disney could utilize eminent domain, a legal process allowing the government to acquire private property for public use. However, this approach is controversial and could damage public perception.
- Forced Sale: Disney could attempt to force landowners to sell their property at below-market prices. This approach is unethical and could lead to legal challenges.
Risks and Key Assumptions:
- Market Volatility: Fluctuations in the real estate market could impact land prices and the project's financial viability.
- Legal Challenges: Landowners may challenge the project through legal action, potentially delaying or halting the development.
- Environmental Concerns: Environmental regulations and potential environmental impacts need to be carefully addressed.
- Community Resistance: The project could face resistance from local communities concerned about its impact on the environment, traffic, and quality of life.
8. Next Steps
- Establish a Land Acquisition Team: Disney should assemble a dedicated team with expertise in land acquisition, negotiation, and community relations.
- Develop a Land Acquisition Plan: The team should develop a detailed plan outlining the acquisition strategy, timeline, and budget.
- Initiate Negotiations with Landowners: The team should begin negotiations with landowners, focusing on building relationships and exploring mutually beneficial solutions.
- Community Outreach and Engagement: The team should initiate community outreach efforts, addressing concerns and seeking input from residents.
- Secure Government Approvals: The team should work closely with local government officials to obtain necessary permits and approvals.
- Implement Environmental Mitigation Measures: The team should implement environmental mitigation measures to minimize the project's impact on the environment.
By following these steps, Disney can effectively navigate the complexities of land assembly and create a successful Disney World project that benefits the company, the local community, and the environment.
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Case Description
Walt Disney is contemplating sites for a new theme park, building on the success of Disneyland in Anaheim. The focus is on Disney's strategy for land negotiation and acquisition, which is informed by his experience with the Anaheim park.
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