The Not so Wonderful World of Eurodisney---Things Are Better Now at Paris Disneyland

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1. What factors contributed to Euro Disney’s poor performance during its first year of operation? What factors contributed to Hong Kong Disney’s poor performance during its first year? * The Euro Disney’s opened its door to the European visitors April 1992, so Euro Disney’s they have a poor performance during its first year of operation. a. French rejection of American culture. “The French see Euro Disney 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 Euro Disney as “a cultural Chernobyl.” b. High-priced pricing strategy. French don’t tolerate the high price ticket just with hamburgers and milkshakes. And they don’t think its worth to cost so much money just for a theme park. c. 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 doesn’t allow customers drink wine in the 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. e. First year attendance 20% below projections f. Spent $200 million on marketing blitz for opening * 2. To what degree do you consider that these factors were (a) foreseeable (b) controllable by Euro Disney, Hong Kong Disney, or the parent company, Disney? 3. What role does enthnocentricism play in the story of Euro

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