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Euro Disney Essay

4378 words - 18 pages

CASE STUDY 01

DISNEYLAND VENTURE IN FRANCE
BBA VI A
11-08-2013

INSTRUCTIONS:
Critically read the case study and apart from written answers of the questions given at the end of case study, also sum up few ideas from course content by developing a good conceptual relationship.

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The Venture of Euro Disney

On April 12, 1992, Euro Disney was opened on time within its $4.4 billion budget. Situated in Marne-la-Vallee, France on a site that is one-fifth the size of Paris and just 20 miles to its west, Euro Disney was much like other Disney theme parks with a wide array of rides, attractions, hotels, restaurants, entertainment facilities, a campground, and even a ...view middle of the document...

Disney Theme Parks

In the early 1990’s, about 71 percent of Walt Disney Attraction’s revenues came from theme parks (admissions and retail sales), 21 percent from hotels, and 8 percent from other sources. The Anaheim Disneyland was the company’s first theme park, and was opened in 1955. The Orlando Disney World, opened in 1971, was home to the largest Disney property (the Walt Disney World Resort), and has been the most popular vacation destination in the U.S. The hotels at the Orlando Disney World were large money maker for the company; the three hotels there registered unheard-of occupancy rates of 92 percent versus 66 percent of the industry average.

Importantly, Disney is more than a U.S. company, but also a symbol that is deeply tied to the American culture. The tradition of creative imagination went hand-in-hand with the “theme” of each Disney park and the unique experiences for visitors. The themed land was a carefully planned and orchestrated imaginary world where a variety of interests and tastes could be appealed to. Lands that the parks had in common included Main Street, Frontierland, Tomorrowland, Fantasyland, and Adventureland. Encompassed within these were images of the most treasured elements of America’s past, the fascinations of technologies shaped the future, and the myths which helped shape the American cultural heritage. The rides and attractions in the parks were crafted and designed by professional “Imagineers” whose goal was to make each completely unique to the Disney theme park experience.

Another cornerstone of the Disney theme park franchise was the rick heritage of the Disney cartoon characters, which were active in the parks in numerous ways, such as the roaming costumed characters in the park looking for photo opportunities and the memorable souvenirs featuring the characters. The Disney characters became a part of the childhood memories for Americans, and each character has his own appeal or “personality” to the public, making them very alive in the eyes of Americans. The Disney theme park also placed great emphasis on making guests feel like home. There were also plenty of phones connecting to a central hotline that allows employees to answer questions that the guests might have. Visitors played a unique role that went beyond just spectators or ride-goers. They were considered important participants of a play and frequent interaction with staff members was highly expected. As a result, many attractions and rides were designed in a way that only came to life through visitor use. As Disney continued to introduce new attractions and refine old ones, visitor experiences remained positive and thrusting.

Last but not least, high service quality lied right at the core of the Disney formula. Service standards, park designs and ever operating detail were carefully managed to ensure that the plays and shows were flawlessly performed daily. Notably, Disney’s stated goal was to exceed, not...

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