The issue in the case of “A Brawl in Mickey’s Backyard” is that the employees at Disney feel that they are not treated well by the famous theme park owners going so far as to say that “they want to make money [referring to Disney], but they don’t 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 Disney’s 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 …show more content…
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 favor 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 SunCal’s 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 responsibility for its employees. The non-governmental organizations such as the activists we’ve seen in the first scene of the case and the unions that represent Disney’s affected employees from the long communes’ are in favor of SunCal’s plan. However there might be other unions and activists against the plans, even though they are not mentioned specifically in the case text.
The relevant market stakeholders are Disney’s stockholders, creditors, suppliers, customers, employees and distributors as well as