Peran budaya organisasi dalam penerapan strategi pemasaran Disneyland

Edwin, Kristoforus (2018) Peran budaya organisasi dalam penerapan strategi pemasaran Disneyland. Masters thesis, Universitas Pelita Harapan.

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Abstract

This paper is for knowing and analyzing roles in marketing organizations at Disneyland. On the basis of that goal, organizational culture variables and marketing strategies are free. The data used are secondary data obtained from newspaper and articles. Discussions are conducted with theories from various sources. From the results of the discussion was taken conclusions with Disney employees uphold the value of the company. These values are taught and in terms of providing maximum service to all employees working in Disneyland. And in developing his strategy in building Disneyland, Disney is concerned about the culture in which it is located. Studying the culture around will have an impact on the increase in profits that result in Disneyland. / Termpaper ini bertujuan untuk mengetahui dan menganalisis peran budaya organisasi dalam strategi pemasaran di Disneyland. Atas dasar tujuan tersebut, variabel budaya organisasi dan strategi pemasaran adalah variabel bebas. Data yang digunakan adalah data sekunder yang didapatkan dari artikel dan surat kabar. Pembahasan yang dilakukan dikaitkan dengan teori dari berbagai sumber. Dari hasil pembahasan tersebut diambil kesimpulan bahwa dengan karyawan Disney menjunjung tinggi nilai-nilai perusahaan. Nilai-nilai tersebut diajarkan dan ditunjukkan dalam hal memberikan pelayanan yang maksimal oleh semua karyawan yang bekerja didalam Disneyland. Dan dalam mengembangkan strateginya khususnya dalam membangun Disneyland, Disney memperhatikan budaya setempat dimana Disneyland tersebut berada. Mempelajari budaya sekitar akan berdampak terhadap peningkatan keuntungan yang diperoleh Disneyland.

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