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Euro Disneyland Failure Essay

842 words - 4 pages

Russel MacKay 1029726
Euro Disneyland – Blog Update

1. “In managing its Euro Disneyland operations, what are three mistakes that the company made? Explain.” (Euro Disneyland).

The Euro Disneyland operation was poised for success but I feel there were a lot of management, marketing and administration decisions that led to failure. The biggest disadvantage was that the Walt Disney Company did not fully commit to integrating their theme park with the French culture. For example, Fred Luthans explained that Euro Disneyland was still predominately American themed. He proves his point by stating that Euro Disneyland placed a strict alcohol ban in the park despite French culture believes ...view middle of the document...

2. What are the cultural mistakes the company made? What about other mistakes that may not be attributed to culture (what would you attribute them to)? How has the company learned from their internationalization experiences?
Many of the cultural mistakes the company made derive back to the prior question. I feel the most detrimental cultural mistake was their lack of adaptation into French/European culture. It seems as if the Walt Disney Company felt their successful park design from Anaheim is a one-size fits all concept that all demographics will love. Euro Disneyland stuck to its American theme and banned all alcoholic drinks from its theme park despite the cornerstone of French culture that individuals desire to drink wine with their meals. A non-cultural mistake the Walt Disney Company made was their assumption that Europeans would want to spend their vacation time locally with them. Europeans receive vacation time in 4-5 week spans, which results in individuals leaving the region during their vacation time to visit other parts of the world. This was a factor that I feel was overlooked (although it wasn’t mentioned in the textbook). The Walt Disney Company learned from their international experience through the failures of Euro Disneyland. They found so much success from California, Florida and Asia that it seems they became cocky and felt their “recipe” would be a success in whatever country was lucky enough to have them. Euro...

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