Eurodisney Essay

1351 Words6 Pages
Summary In April 1992, EuroDisney was opened in Paris, France. The Walt Disney Company had experience nothing short of success in the theme park business during its first years. Many factors contributed to EuroDisney’s proof performance during its first year of operations and many of these factors could have been alleviated if the proper research has been done. The first problem with EuroDisney is it chose Paris, France as its location for the theme park. The European’s did not want the whole “Disney idea” coming to their homeland and felts Disney was an American imperialism. Another problem with EuroDisney was it did not take into consideration what was going on during its grand opening. Also, EuroDisney was opened during the time the country was going into a recession. Another major factor that contributing to EuroDisney failed year was the cost of the park and the unpredictable weather. During the first year, the poor marketing strategy also affected EuroDisney in a negative way. The advertisement was focus on the size of the park and glamour behind it rather than the many attractions and events the park had. Also, operations errors such as regulations of pets in the park and banning alcohol caused misfortunate during Disney’s first year. Disney marketed EuroDisney like it markets in the United States. They did not keep in mind the cross-cultural issued that faced new businesses in France. Ethnocentrism played a huge role in EuroDisney’s failure. The executives of Disney failed to study and evaluate the culture in France. EuroDisney could have been a success from the start but instead the theme park lost $900 million its first year. Eventually things started to turn around for Disney. EuroDisney recovered and in 2001 Walt Disney Studios Theme Park was added to Disneyland Paris. In 2006, Disney added parks in Tokyo and Hong Kong as well. However in 2005, the
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