Why Euro Disney Failed?

1578 Words7 Pages
International Marketing Case study: Disney in France 6/5/2015 0|Page Table of Contents I. Introduction .......................................................................................................................................... 2 II. Case discussion questions ..................................................................................................................... 2 What assumption did Disney make about the tastes and preferences of France customers? Which of these assumptions were correct? Which not? ................................................................................. 2 How might Disney have had more favorable initial experience in France? What stapes might it have taken to reduce the mistakes Associated with the launch of Euro-Disney? ........................................ 3 In the retrospect was France the best choice for the location of Euro-Disney? .................................. 4 III. Conclusion and Solution........................................................................................................................ 4 1|Page I. Introduction After the successful formula of Walt Disney Company in the amusement park business, and the success stories of the Disney theme parks in USA (first opened in 1955 and second in 1970) and Japan (in 1983), in 1986 Walt Disney decided to open its first location in Europe. For this the Company chose Paris, France, the self-proclaimed capital of high culture and style. Many asked the question of “Why did they pick Paris?” as it seemed that since the very beginning the EuroDisney World in Paris was far from reaching the expected success and fame that that park enjoyed in USA and Japan. In the below sections we will analyses several critical questions and provide insights onto the topics: 1. What assumption did Disney make about
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