Disneyland Paris Case Study

332 Words2 Pages
I - Problem Statement * Disney would like to expand internationally by targeting new markets. By doing this Disney would attract more new or recurring visitors to its parks, and therefore increase the revenues. * Disney has to find an attractive and feasible market open to the Disney concept and culture. * Not able to adjust easily on the local culture of their operating country. * Not able to adjust easily on the societal norms of the country. II – Areas of Consideration a.) Lack of Market Study Disneyland Paris marketing strategy should have focused on the emotional aspects such as a unique, extraordinary family experience that the guests would never forget, instead of American bigness and extravagance. b.) Cross-cultural The company was brought their American tradition or culture like “don’t eat in breakfast” but most people in the European country wanted to eat a heavy meal in breakfast. c.) Ethnocentrism Robert Firtzpatrick is a ethnocentric because even if he know how to speak French and have a French wife, he don’t know how to handle the culture and what are best for guests. III – Strategic Alternatives a.) Globalization Pros: Interact and integrate to the people who are living in Europe or European people to build a good image. Cons: It is costly and you need a lot of time to train employees to adapt the European culture. b.) Reduction of fees Pros: There will be a lot of guests that will help them achieve the objectives of the company. Cons: The Company will have lesser profit. c.) Build Internal Marketing Pros: Hire employees from Europe so that there is no cross-cultural Cons: It will take so much time to train. IV – Recommendation to Management and Conclusion The best alternative for us is the (c) Build Internal Marketing because they must study what are the things and foods that the guests’
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