Business Plan Negocia Masters Assignment

SHOLTO HUGHES, JULIE MASSON, MILAINE ROSSANALY, MOUNA KETCHIRAT, ANTHONY VERCRUYSSE, and ALIENOR DUVAUCHELLE

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Opportunities Threats ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*Minimum Wage (2009): 465 Reals (175$) Percentage of the population (%) Social categories Income per month* (US$) 2005 2006 2007 A/B 5 to > 20 MW 15 18 15 C 1 to 5 MV 34 36 46 D/E 0 to 1 MV 51 46 39

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In US$ Adult Children One-day Pass 34 30 Two-day Pass 61 55 Three-day Pass 72 65 Families with 3/+ children for 1 day (per person) 29 26 Families with 3/+ children for 2 day (per person) 52 47 Families with 3/+ children for 3 day (per person) 61 55 Annual Pass 105 90 Groups for one day (more than 20 people) 30 27

For 3 people Capacity 88% occupancy 1-night stay Additional related-costs 2-star hotel - Cheyenne Hotel 1000 880 40 10 2-star hotel - Old West Camp David 800 704 50 15 3-star hotel - Newport Bay Club 800 704 60 18 4-star hotel - Hotel New York 1000 880 200 30 5-star hotel - Disneyland Hotel Castle 400 352 350 40

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[object Object],[object Object],[object Object],[object Object],2014 2015 2016 2017 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 (opening) Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Disney Characters in McDonalds Happy Meals Disney Characters on Coca-Cola cans Disney Characters on Kellogg's Cereal for kids Viral Marketing Product placement in soap operas Advertising on TV Advertising on Radio Advertising on Newspapers Advertising on Billboards

In US$ 2015 2016 2017 2018 Q2, Q3 & Q4 Advertising 75,000,000 85,000,000 40,000,000 30,000,000 Sales promotion 5,000,000 35,000,000 45,000,000 50,000,000 PR/Publicity 40,000,000 35,000,000 20,000,000 20,000,000

[object Object],[object Object],2009 2010 2011 2012 2013 2014 2015 2016 2017 Q3 Q4 Y1 Y2 Y3 Y4 Y5 Q3 Q4 Y2 Y3 1 Fund gathering 2 Construction of the Park phase 1 3 Construction of the Park phase 2 4 Construction of the Park phase 3 5 Begin Startup 6 Regular activity

[object Object],[object Object],[object Object],[object Object],(In US$) Q4 – 2015 2016 2017 2018 Number of entrances 5,600,000 16,000,000 14,400,000 15,552,000 Average price per entry 28 28 28 28 Total park entrance revenues (US$ millions) 157 448 403 435

[object Object],2016 # of Rooms room price (average of 3 people) extra spending (in US$) Room occupancy 88% revenue per night (in US$ thousand) Total (in US$ million) Hotel Cheyenne ** 1000 40 10 880 44 16 Old West Camp Davy Crocket ** 800 50 15 704 46 16 Newport Bay Club *** 800 60 18 704 55 20 Hotel New York **** 1000 200 30 880 202 74 Disneyland Hotel ***** 400 350 40 352 137 50 Total revenues for hotels 4000 176,788,480

[object Object],[object Object],2016 (in US$ millions) # of visits average spent Total Revenues for gift shop 16,000,000 5 80 Revenues for food 16,000,000 8 128 (In US$ millions) Q4 - 2015 2016 2017 2018 Revenues for park entrance 156 448 403 435 Revenues for hotels 61 176 159 172 Revenues for gift shops 28 80 72 77 Revenues for food 44 128 115.2 124 Real estate revenues 11 30 27 29 Other (advertisement, sponsorship…) 11 30 27 29 Net sales - Total revenues 312.3 892.7 803 867 Variation 35% of 2016 - 10% + 8%

(in US$ millions) Q4 - 2015 2016 2017 2018 Net Sales 312 892 803 867 Cost of Sales (50%) 156 446 401 433 Profit Contribution 156,237 446 401 433 Direct marketing expenses (% of Net Sales) 120 155 (13%) 105 (13%) 100 (10%) Total overhead expenses 113 180 (17% 132 (16%) 135 (16%) Operating results -76 111 (20%) 164 (21%) 198 (23%)

(in US$ billions) Investment part Total amount (in billions) 2015 2016 2017 2018 Walt Disney Co Royalties 5% of Net sales 50% 1.25 15,623,798 44,639,424 40,175,482 43,389,520 Institutional Brazilian banks 30% 0.75 tbd tbd tbd tbd Private Brazilian Investment banks 20% 0.5 tbd tbd tbd tbd Total 100% 2.50

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Business Plan Negocia Masters Assignment

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