Introduction
Disney’ American themes part became controversial due to the negative impact on the American history. Expanding the business in the United States of America is quite challenging for this organization, as the management has to satisfy all its key stakeholders. The business of Disney theme park has to be evolved, and the intention of the management is quite up to it. However, several issues regarding the communication and stakeholder management have emerged, and the company has to face these issues through integrating social responsibility.
Thesis Statement
The Disney’s America Theme Park has faced several issues, as these issues have been streamlined by the management of the company. Effectively, the management has used different communication traits or types to manage these problems along with the mutual concerns of several stakeholders such as audiences and constituencies. Due to the consistent communication flow, these issues can be resolved quickly.
The Significant Business Problem Facing Disney
The major issue is regarding the business expansion. The development of Disney’s America Theme Park in Prince William County seems a good idea. However, it becomes controversial, as it creates some hurdles when exploring the American heritage. The controversy over the building is in the limelight, and the company decided to end operations to protect the American history. It is a fact that the operation of this theme park is triggered by the interests of different stakeholders such as politicians. This decision was not communicated to these stakeholders, and it creates the disappointment. People in the community supported the project at this site, and without taking people into the considerations, the company decided to exit without telling any new site for the further project. The major business problem here is communication as future plan of the company has not been communicated to community and other stakeholders. It seems beyond expectation (Stover & Powell, 2001).
Organizational Communication Disney Used To Manage the Problem
According to this issue, the management has used top-down communication approach to engaging all stakeholders. From political leaders to community members, this communication approach seems helpful to streamline and manage the issue. The communication process of the company is integrated with the Retrospect, as the management told stories of different political interventions and Disney’s social values. The must have to identify legal challenges and ample losses by using the efficient communication. This communication approach has helped the company to reveal the plan. The management seems critic with different ideas, and everything is open. (Stover & Powell, 2001).
Examining the Different Audiences/Constituencies
Politicians, community members, customers, and investors are part of the audience. President of Disney Design and Development Company understands the needs of these people. However, remarkably, as far as the American Disney is concerned, he intended to make the American history a reality. It is a large recognition for American heritage. Of course, the company wanted to be the first storyteller, and this audience was the main target. (Stover & Powell, 2001).
Determining How the Message Differed or Would Have Differed
The message is different because it does not look open to people. For Instance, the company wants to protect the American history by choosing an alternative site. However, similar issues may be generated on the new site. The company is yet to reveal the new site of the theme park, and of course, it is creating the confusion. Thus, the message can be communicated differently, as some financial projections can be depicted along with some possible financial gains. (Stover & Powell, 2001).
Conclusion
In the end, it is to conclude that communication process can help the company to manage business issues in an effective and lucrative manner. However, being a responsible company, it was a good decision by the president. Social values must be delivered to an audience or consistencies. Existence of the theme park creates some key lessons for other companies. Keeping the interest of stakeholders through effective communication should be the main priority of the management.
References
Stover, S., & Powell, E. (2001). The Third Battle Of Bull Run The Disney’s America Theme Park (B). University of Virginia Darden School Foundation, 1-5.
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