Case Study Eurodisney

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Case Study EuroDisney THE NOT SO WONDERFUL WORLD OF EURODISNEY – THINGS ARE BETTER NOW AT PARIS DISNEYLAND Content 1. What factors contributed to EuroDisney’s poor 2. 3. 4. 5. performance during its first year of operation? To what degree do you consider that these factors were a) foreseeable and b) controllable by either EuroDisney or the parent company, Disney? What role does ethnocentrism play in the story of EuroDisney’s launch? How do you assess the cross-cultural marketing skills of Disney? a. Why did success in Tokyo predispose Disney management to be too optimistic in their expectations of success in France? Discuss. b. Do you think the new theme park would have encountered the same problems if a location in Spain had been selected? Discuss. Content 6. Now that Disney has succeeded in turning around Disneyland Paris and has begun work on the new Hong Kong and Shanghai locations, where and when should it go next? Pick three locations and select the one you think will be the best new location “Disneyland X”. Discuss. 7. Given your choice of local X for the newest Disneyland, what are the operational implications of the history of EuroDisney for the new park? 1. What factors contributed to EuroDisney’s poor performance during its first year of operation? Economy Culture Finance Research Economy Airfare wars Currency Movements Trip to Orlando was cheaper Culture EuroDisney Wrong advertisment Cultural ignorance European vacation style Ban of alcohol EU recession Gulf war heavy vacation break French/ European Scorn for American fairytale characters EuroDisney as Imperialism Research Overestimated number of visitors and expenditures Wrong calculation of stay duration Bad research on European customs no breakfast offer Finance Hotel prices too high (compared to Paris) Wrong investments Wrong calculation

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