Case 2-1: the Not-so-Wonderful World of Eurodisney -Things Are Better Now at Disneyland Resort Paris

1315 Words6 Pages
Case 2-1: The Not-So-Wonderful World of EuroDisney -Things Are Better Now at Disneyland Resort Paris 1.What factors contributed to EuroDisney’s poor performance during its first year of operation? What factors contributed to Hong Kong Disney’s poor performance during its first year? Euro: a. French rejection of American culture. “The French see EuroDisney as American imperialism-plastics at its worst.” Hostility among the French people to the whole “Disney idea” had surfaced early in the planning of the new project. They defined EuroDisney as “a cultural Chernobyl.” b. Mistaken on dining facilities setting and dining habit. Disney executives had been erroneously informed that Europeans don’t eat breakfast. So the management just set a few seats, but there are a big amount of needs. French like to eat meal with wine, but Disney don’t allow customers drink wine in the park. c. High-priced pricing strategy. French don’t tolerate the high price ticket just with hamburgers and milkshakes. And they don’t think it’s worth to cost so much money just for a theme park. d. Stringent requirements about employee dress code. Women were allowed to wear redder nail polish than in the United States, but the taboo on men’s facial hair was maintained. “We want the clean-shaven, neat and tidy look,” commented the director of Disney University’s Paris branch, which trains prospective employees in Disney values and culture. But the traditional culture in France is freedom. Anyway, because of Disney don’t know clearly about French culture, they have a poor performance during its first year of operation. Hong Kong: a. The size is small and there are no obvious signals of Disney. b. Chinese people are not familiar with Disney characters 2. To what degree do you consider that these factors were (a) foreseeable and (b) controllable by EuroDisney, Hong Kong

More about Case 2-1: the Not-so-Wonderful World of Eurodisney -Things Are Better Now at Disneyland Resort Paris

Open Document