A Brawl in Mickey’s Backyard Essay

A Brawl in Mickeys Backyard was a very interlacing and controversial case SunCal wanted to build affordable housing in the resort district however, Disney was opposed to this plan. Disney wants that resort district built up with tourism in idea. Disney would rather see hotels and restaurants to further accommodate their customers.Stakeholders play a vital role in a business Its central to learn the opinions and thoughts of both grocery and nonmarket stakeholders. When we look at this case, there atomic number 18 a lot of stakeholders for Disney that are involved in this.Lets begin by looking at some of the market stakeholders. These market stakeholders include Disneys employees, who would get from cheaper housing in an celestial orbit close to their place of employment. Often the employees take for grantedt drive very much silver and are having to commute longer distances. This affordable housing wouldve greatly helped them. Customers are also another market stakeholder f or Disney. The idea is for the customers to feel theyre in another world. Disney is keeping them in mind and trying to make more attr natural actions in the arena that make them more appealed to the area.Of the nonmarket stakeholders the most relevant in this case was the community itself and the City Council. In order for that community to thrive in the way it does, its important to keep businesses thriving as well. The City Council is involved because it had to be voted on because it was in a resort district.Although I lot see both sides waste great points, I feel very strongly that the workers for Disney should be able to find affordable living quarters in the unspoilt vicinity. I foretaste that Disney realizes that they should value their employees because the tourist couldnt be accommodated without them.I think that SunCal should be able to build the affordable housing area in a near vicinity, just not on the resort itself. I also think that Disney should go out of its way to help SunCal because this housing will benefit their employees.A Brawl in Mickeys Backyard Es claimQ1 The issue in the case of A Brawl in Mickeys Backyard is that the employees at Disney feel that they are not treated well by the famous theme park take iners going so far as to say that they want to make money referring to Disney, but they dont care about the employees. The uproar and the sentiment was expressed more vigorously in the opening scene of the case, when dozens of protestors gathered in August of 2007 to stage a kit to express their open displeasure at Disneys lack of support for their employees.The protest was instigated when a local developer called SunCal arranged to buy 26 acre site in the resort district across the street from the theme park. SunCal plans were to build 1,500 condominiums with 15% of the units set aside for infra the market rate rental apartments. Since housing in Anaheim, California the home to the Disney theme park was expensive, many of Dis neys 20,000 employees couldnt afford to live there. The average cost of a house in the vicinity was more than $600,000 and a rental of a one bedroom apartment was $1400 a month.Keeping in mind custodians at the park earned an average of $1916 a month so that would leave them with only about $500 of their salary barely enough to withstand them for the rest of the month Also, keep in mind that restaurant attendants earn around $1166 a month, so a rental is out of the question, which receives us to the item that only about 18% of the resort employees are able to afford living in the area. The 16400 employees are left to commute long distances by car or bus to get to work.Furthermore, when SunCal wanted to proceed with its plans it had to get permission from the City Council, because its plans for the development were in the resort area. It wasnt clear if SunCal was going to make headway so it roused a lot of advocates from the employees at Disney as well as affordable housing advo cates as well as by other individuals and groups who support the prospect of reducing long commutes, thus reducing air pollution. further, Disney was in the way. It greatly opposed the plan for several reasons. One of which was that the resort district across the street was just that a resort district.In the early 1900s , the city of Anaheim designated 2 square miles across the street from the theme park as a special resort district. The resort area, which was 5% of the citys area only, produced more than half of its tax revenue by 2007. Therefore the area and any development new or old within it were restricted to serve only tourist needs. This meant tourism related development such as hotels and restaurants, Disney argued, and not affordable housing. Disney argued that it wasnt against the issue of providing the employees with affordable housing, but it is against it being in the area that is allocated for tourism.Having SunCal go ahead with its plan will affect the area and its theme park subsequently because it will take land away from being allocated to tourists needs will be explained more fully in Q3. Its not an either/or Disney argued Anaheim has to address the issue of affordable housing but it also had to protect the resort area The two sides quickly formed their own advocates. SunCal advocates formed the Coalition to Defend and Protect Anaheim declaring that these new homes would enable many families to live near their places of work and thereby reduce commuter congestion on freeways.Disneys advocates on the other hand formed Save our Anaheim Resort District to protect the resort area from non-tourism projects. The City Council was split on the issue, to say the least. The five person council has to decide if it will give permissions for SunCal to proceed to build its development plan in a site located strictly for tourism projects, only because this will solve the affordable housing dilemma, or stick with Disneys claim that the site was made from the start for tourism projects and disregarding the feature now will only hurt the area and the businesses in it as well the theme park of course.Q2 The relevant market stakeholders are Disneys stockholders, creditors, suppliers, customers, employees and distributors as well as other resort based owners located within the resort district. The nonmarket stakeholders are the community, government, media, and non-governmental organizations. Q3 The stockholders of Disney will be affected adversely by SunCal plans because it office slow down the flow of tourists to the area and thus affect the theme parks profits and the stockholders profits, dividends subsequently.They are opposed to SunCals plan altogether because the area should be targeted to take away about as much tourists to the area and thus enlarge the theme parks tourist segment and bring out more potential profit and capital appreciation for the stockholders. The same can be said about the resort based business owners, b ecause they whitethorn depend on Disney which is the main attraction for the continuation of their businesses.Fewer developments for tourists, less tourists, lesser incentives for them to come to the area and as such will affect Disney adversely which in return will affect the businesses that depend on it for tourist attractions. Moreover, this will in turn affect the creditors, suppliers, and distributers of Disney. The amount of credit ask to hold up the theme park will be reduced heavily since there will be fewer tourists to attend to. Fewer supplies will be needed if tourism will lessen in the area and as such there will not be as many supplies being distributed.Therefore, the creditors, suppliers, and distributors are all against SunCals proposal because it might affect the success of their business if Disneys attraction is compromised. This can even affect the employees at Disney and at the various businesses in the resort area because they will be impacted in various ways i ncluding reduced hours or layoffs and reduced salaries, if tourism in the vicinity decreases. The community, government, media and non- governmental organizations can be all entities that are split on the issue.The community for example, is split between providing a solution for the affordable housing issue therefore in respect of the proposal, or preserving the area that brings prosperity to a lot of businesses against the proposal. The same can be said about the government, to be specific, the chamber of commerce is against SunCals proposal because it might lesson the profits that the city reaps the resort area produces more than half of its tax revenue and the other side of the government wishes to appease its community and wants Disney to take business for its employees.The non-governmental organizations such as the activists weve seen in the first scene of the case and the unions that represent Disneys affected employees from the long communes are in favor of SunCals plan. Ho wever there might be other unions and activists against the plans, even though they are not mentioned specifically in the case text. Q4 The relevant market stakeholders are Disneys stockholders, creditors, suppliers, customers, employees and distributors as well as other resort based owners located within the resort district.They all have legal power, in which they can bring suit against a company for damages, based on harm caused by the firm. The stockholders in Disney have Voting Power, of which they can exercise their voting rights based on share ownership. They also have the power to inspect the companys books and records. The creditors, suppliers and distributors, customers and employees have Economic Power. The creditors may call in loans if payments are not made.Suppliers and distributors may supply or distribute to competitors, or even refuse to meet orders if conditions in the contract are breached. Customers can imitate the suppliers and distributors in which they can fl ip over loyalties and purchase their goods from competitors, or even go to extremes such as boycotting the goods and products if deemed unsatisfactory. The employees can from unions to bargain for their wants, they can even refuse to work or take action and perform strikes. They may even go public and influence the media to adopt their issues.