Is the Disney Used M&M's World Better than M&M's Typical McDonaldized Selling the Place - Research Paper Example

By The of the The of the School The and where it is located The Is theDisneyised "M&Ms World" better than M&Ms typical McDonaldized selling place? The question of whether the Disneyised "M&Ms World" is better than M&Ms typical McDonaldized selling place is only answerable after consideration of several factors notable in the branded space of the two companies. The two companies have different approaches to their space design that makes them well notable and giants in their corresponding business sector of operations. Every company has its main segments under which it generates fame. M&Ms World in Disney assumes the main notable factors of the company in terms of theming, merchandising, hybrid consumption and perfomative labor with recognition of space design. There are two varying approaches that have prompted the development of the two theories of McDonaldization and Disneyification. If M&Ms World adopts a McDonaldized space branding, then it stands to benefit massively from the great features exposed by the theory. Both Disney and McDonalds have distinct space where people, interact and experience life by consideration of the exterior and interior. McDonalds have a welcoming big letter “M” that creates a nostalgic remembrance day after viewing it. The color yellow is very lively and attractive. The letter can be seen very miles away. The distinctive creates a lovable exterior characterization for McDonalds. Many McDonald’s outlets have adopted the use of cartoons resembling who are in joyful modes. Many people are most likely to be attracted by jovial pictures of the cartoon. The cartoon is normally adorned in merrymaking in fanciful attires. Most commonly are red muffin, red, white stripped long –sleeve T-shirt and a yellow overall. The exterior design of the most McDonalds outlets is very attractive, in essence. McDonaldized M&Ms World building or space design is likely to resemble the emblematic McDonald design. McDonalds interior has excellent lighting system with trademark design letter ‘”M” inside their building. Most of them are characteristic in nature reveling esthetic and adorable artwork. McDonalds has great architecture and space design exposing welcoming features to the clients. The great number of clients visiting its outlets indicates the extents of comfort and love they have for the space design done by them. Another notable factor about the McDonalds outlets is the spacious regions left for the clients in the facilitation of free movement of the clients. They also have excellent use of light paint colors that properly motivate clients since they are very attractive. On contrary, Disneyification of M&Ms World means adoption of Disney’s approach to space design. Disney’s approach to space design creates a promising feature of thrilling, enchanting, and relaxed perception. The space design creates an ample and satisfying case where both the children and mature people have fun daily. Most of the design space design works are notably regarded as the fantasy or even magic and wonder. The thrilling space design attracts crowds of people especially as people converge to see the Cinderella Castle that is located in the central hub of the land. Disneyification or McDonaldization means adoption and use of nice cartoon drawings and solid design to attract the viewers. Disney has used nice approach and use of colors to paint their space. Disney has its space design approach with paints of Zoos and Aquariums and use of the discovery park. Some of the internal design applications include the Kilimanjaro Safaris, Dinosaur, and many other kinds. If M&Ms World takes McDonaldization approach to configuring its space design, then it would assume four dimensions of rationalization that entails efficiency, quantification, predictability, and control that further entails replacement of inherently non-human oriented technology. The experience perceived on the economy aids in the determination of the exact difference between the two companies. M&Ms World under Disney creates an excellent collaboration especially with regards to the theming, merchandising, dedifferentiation, and emotional labor that Disney is characterized with. The typical and most prominent dissimilarity between McDonaldization and Disneyization appears in that McDonaldization bases on the foundation theory of rationalization. Disney on contrary has theory of consumerism that forms its basis of space design. The selection of which model appears preferable between the two approaches aids in the selection of which company is best (Baudrillard, 1988, P90). The eventual determination indicates a new generative branded model that is a combination of the two end products of the Disney and McDonalds. The two companies have huge difference from so many factors considerable under certain sectors of the image branding. McDonalds is vehemently associated with a gigantic letter “M” yellow in color that acts as trademark for the company. Disney on contrary has its main trademark majorly in the name. Disney entails a huge collection of varying colors in a bid to enhance its activities. The collection of cartoons is hugely entailed in the process of communicating its message to the audience. Disneyisation branded space appears to be in conflicting version with Ritzer’s concept of McDonaldization. Disneyisation aims in consolidating the people thoughts closer to the principles that are hugely exemplified by the characters in the Disney theme parks. M&Ms World under the Disney shares the strong quality of growing trend inclined on the social ambiance. Such social ambiance is inherently forwarded by the combination of various in consumption. The typical consumptions models include shopping, gambling, eating out, visiting the cinema, imagineering that is mainly engineering the imagination and watching sports. The stem of McDonaldization theory aids in the understanding the society that is consistency pushed towards a world full of conformity. Disney can be argued to be amongst the real place in USA as it apparently has everything with it (Ritzer, 2011, P53). The fame of the McDonalds space design facilitated its global expansion. Space design McDonaldization has enabled it to conquer several markets including Moscow, Beijing, and many others. The typical branches of the rationality entail the efficiency, quantification, predictability, and control with application of substitutes for non-human in the human technologies. "M&Ms World" under McDonald is likely to suffer huge likelihood of bureaucracy issues such as from irrationality of rationality. McDonald is massively a dehumanizing place to work efficiently at and also receive services from. In such atmospheres, everything that has a rational basis normally becomes irrational at the eventual end. Consequently, anything that was designed as rational operation ends up irrational. "M&Ms World" under the two brands perpetuates the intents of globalization. This brand spacing globalization mainly refers to the development practice in which any regional economies, cultures, and societies become integrated into the application of the global network having similar political ideas. The "M&Ms World" under the two companies enters into an established and fast building global process exposed and created by the two varying industry giants. The two companies have created an implied homogenization of consumption, emotional labor and merchandising process that expands the levels of the two companies (Baudrillard, 1988, P20). If “M&Ms World adopts the approach space branding of McDonald it will be exposed to a string of disadvantages including the following. They include the issues regarding Irrationality of rationality and some notable essence of Negative environmental factors. The company also has some image destructive approaches including Dehumanizing regulation of eaters & workers. It further creates a poor ambiance of working characterized by robotization of workers & customers. Such attributes create a de motivating factor for the association of "M&Ms World" despite the gain in terms of advertisement and exposure created by the association. McDonald brand space has created a huge superficial concern with regards to the happy quality of life in the fast-food factory sector that is traditionally not achievable by the outside world (Waters, 1995, P214). McDonald has created a Society whose traits are well elaborated by the Efficiency, Predictability over time & space and inherent calculability essence that hugely incorporated in the quantity measures. While "M&Ms World" stands to share the space branding fame established by the McDonalds it has some outlined issues regarding impeding factors in the course of achieving it business desires. McDonald is associated with other negating factors in the society under which it operates. This includes the replacement of nonhuman for human oriented technology that systematically paves way for consistency. McDonald has very significant limiting values of the experienced in the outlined society. They include the portions of illusion of quality, intimacy, and quantity. McDonald brand promotes the Loss of family togetherness cohesiveness while eating as it has been a tradition in the past models. Incorporation of the throw away culture has been re-ignited in the present McDonald features (Lacassagne, Nieguth, & Dépelteau2011, P 213). "M&Ms World” stands to be part of the rich history of the McDonald with regards to excellent space branding, which has spanned several years. Clients visiting the McDonalds outlets are well satisfied with a group space branding facilities which creates experience to them while buying fast foods. The company adopted an international trade in which it has been very active. It opened its first restaurant in Beijing back in 1992. The company has been categorized as one in the group of several American companies well operating in the international market. The company has 700 seats, 29 cash registers, two kitchens& 850 staff members in total in Beijing. The Beijing McDonald branch introduces a new record of the 40,000 customers on the inauguration day. This record was contrastingly higher as compared to the record created in Moscow McDonald that was initiated two years earlier. The company has further opened string of branches in China + KFCs, Subways, Pizza Huts, Starbucks, Baskins Robins and Taco Bells. In this manner, China has been well McDonaldized similar to other great nations in the world (Bryman, 2004, P342). The McDonaldized "M&Ms World" space design would be accepted globally if in any case space design contributes to the accumulation of the customer in McDonalds outlets internationally. McDonalds increased its levels and internationalization that equally resembles the acceptance it receives globally. People admire its approach to space design. McDonalds has a policy of increasingly creating a high lifted international structuring with the initial outside USA branch undertaken in the 1967. The company accrued huge revenues from its international companies amounting to close to $1.8 billion in yearly revenues. Through the establishment of increased and rejuvenated franchise establishment, the company established 4,700 international franchises in 1994. The investment resulted in an elevated output of the close to $3.4 billion in terms of annual revenues collected from the process. The essence of the international expansion becomes a significant plan McDonalds as it plans to increase its McDonaldization process. In terms of establishing of brand in the international market "M&Ms World" stands well exposed certain segmented market as by the year 2004 McDonalds had a staggering 35,000 restaurants with a larger number of them in the US than inside the country (Bryman, 2004, P362). "M&Ms World has used a group range of colors on its wall decoration process.. The space design is highly attractive without the use of the two approaches. The use of cartoons in decoration of the room indicates the a mixture of either McDonaldization or Disneyification. Disneyification process or culture applies better use of the colorful cartoons in satisfactory luring the viewers or clients. the fig 1 shows a 3D cartoon whose are relatively dull as compared to the Disney group of cartoons. The fig1 also shows illustrative essence with excellent spacing for people (Bryman, 2004, p41). M&Ms World has extensively used two colorful 3D cartoons exterior to its outlets. The red and the green are attractive and luring colors whose application are highly strong and accepted by the public. The cartoons are majorly attractive to the children fraternity, and they resemble the typical Disney’s mickey and mouse. Fig 3 has used the desirable approach to attracting the clients who are massively attracted to a wide range of colors. The used designed 3D cartoons are apparently in happiness mode as they have raised their hand up in a jovial mood. Both the children and adults love the merrymaking cartoons. The combination of colors is also lovable and attractive in finality. The yellow painted floor is a good show and use of strong motivating color in rising of the mood and happiness. The interior design indicates an excellent use of lighting system. It is neither dark nor very bright but cozy and relaxed for anyone. The combination of the logo design and circular structure close to it represents an exclusive combination. The circular structure has a complete range of colors well and properly adorning the room (Bryman, 2004, p341). The exterior of the M&Ms World indicated as fig 5 has colorful use of red and yellow cartoons. The lighting and adorning entailed in highly relevant and nice for incorporation in the process. The use of different colored bottle tops and huge glass structure is completely mouth-watering. The figure also shows the logo of M&Ms World artistically written on a yellow plastic board. The Disneyised space branding of “M&Ms World" or McDonaldized space M&M world both have a combined group of positive and negative impacts. The selection that presents better combination with "M&Ms World" lies on the approach given by the assessor. McDonaldized approach means that M&Ms World adopts the approach by McDonalds in presenting its space design and decoration. The McDonaldized approach is negatively accustomed with poor negativity in the market. McDonalds has the use of one big yellow cartoon. As compared to the Disney approach, McDonalds is not one of the best spaces designed (Wallach, 1998, P413). Space design of the two companies has been globally accepted as customers always love to associate with them. Disney studio space design creates ample and relaxed approach design, color use lighting, natural essence and even animal kingdom painting and artistic designs. Disneyised space branding is apparently better as since it avails a hybrid consumption site that if “M&Ms World" takes then it will succeed commendably. Disneyised space branding approach created very many artistic innovations that make people stick around and hence spend their money there. Application of various blends to M&Ms World means that different forms of consumptions are properly facilitated in the process. A McDonaldized approach has mainly been able to provide a limited space branding in comparison to Disneyised space branding. Disney has the diversified approach to space branding that goes beyond normal or mediocre undertaking. Personally, I propose that Disneyised "M&Ms World" is better than M&Ms typical McDonaldized due to the fantasy and cozy brought out by Disney pictures. The combination is excellently marching as compared to the McDonaldized one. McDonald’s space designs have huge trail of negative issues on attaching to its fast food program thus denying it the expected approval by many analysts. There foods are mainly served to people to facilitate them make huge chunks of money, but there is no relevant reciprocation to the consumers. Fast foods create damaging effect to general consumers in the long run as compared to the normal house prepared food. Disneyised "M&Ms World" is real but for a group of people who mainly watch the 3 D videos then it are mainly fictions. It presets better information and teaching to the viewers without creating a harming effect both socially and physically. People are highly inclined to accept the approach. fig 1: M&Ms World space design Fig 2: M&Ms World exterior space design Fig:3 M&Ms World interior space design Fig: 4 M&Ms World interior design and space lighting Fig 5: M&Ms World exterior space design Bibliography Baudrillard, J. (1988) America, London : Verso. Bryman, A. 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(2010). Mcdonaldization: The Reader. Thousand Oaks, Calif, Pine Forge Press. Read More