This website uses cookies to ensure you have the best experience. Learn more

Eurodisney Case Analysis

1706 words - 7 pages

Case #3

1. What factors contributed to EuroDisney’s poor performance during its first year of operation? What factors contributed to Hong Kong Disney’s poor performance during its first year?
The biggest factors that contributed to EuroDisney’s poor performance during its first year of operation were: a poor understanding of the marketplace, the cultural differences between the two countries, and the different approaches to business and life. One major factor was the ethnocentrism, or the viewing of a foreign culture through the lens of your own culture, displayed by American leaders offset by French national insecurities. But, the problems spanned beyond arrogant leadership. Disney ...view middle of the document...

Disney quickly remedied this. Beyond marketing, people complained that the park was too small and did not have enough attractions.

2. To what degree do you consider that these factors were (a) foreseeable and (b) controllable by EuroDisney, Hong Kong Disney, or the parent company, Disney?
A large part of EuroDisney and Hong Kong Disney’s first year consisted of controllable and foreseeable factors. Controllable factors include price, product, place, and distribution. Considering France, price was an issue specifically regarding overpriced hotel rooms. This is controllable. Product could have been altered to suit the diversity of customers. It could have been changed to better suit French culture and consumers. Better market research could have been conducted. The relationship with the government was foreseeable, especially concerning trends of American business in France. An uncontrollable factor was the world events that occurred during EuroDisney’s opening summer, such as the Olympic Games and the World’s Fair.
Hong Kong Disney faced many controllable and foreseeable factors too. First off, it was foreseeable that Chinese people would be unfamiliar with their product. Second, market research could have prevented embarrassing adverts and promotions. Third, market research could have better prepared executives for problems attendees had with size and number of attractions.

3. What role does ethnocentrism play in the story of EuroDisney’s launch?
Ethnocentrism, as previously mentioned, is the notion that one’s own culture or company knows best how to do things. Disney wanted to bring a piece of America to Paris, a piece of its iconic and cultural great.
French culture is very different from that of America or Japan. Executives lead with the idea that all Europeans enjoy the same sausage and vacation in the same way that Americans do. These ideas were easily correctable with cultural awareness, at little cost, but executives were too ethnocentric to even know what questions to ask.
Japan welcomed the taste of American culture; France was nationalistic. Attempting to impose American values, such as nondrinking on the French or appearance rules would have been easily understood as a mistake if they had even asked. Executives at EuroDisney simply fell back on their “self-reference criterion” and misinterpreted European culture cues and society. They believed one universal product would be accepted in Europe with as much enthusiasm as in Japan.
4. How do you assess the cross-cultural marketing skills of Disney?
At the time of EuroDisney’s opening, there was a distinct lacking in cross-cultural marketing skills. The company did not do enough research. It marketed bigger and better, size and glamour to a country and culture that values fashion and elegance. The belief that the society functioned like the American society was just wrong because the French are highly unionized, and fairly socialized in a political sense....

Other Papers Like Eurodisney Case Analysis

Case 2-1 Eurodisney Essay

1237 words - 5 pages ) controllable by EuroDisney, Hong Kong Diisney, or the parent company, Disney? I believe that most of the mentioned factors were very foreseeable and controlable. It just depends on how hard the Disney companies were willing to look and observe the countries behaviors. When conducting business over seas, Disney should have hired some specialist in that specific country and scout out all of the possible aspects and new trends that are happening. If

The Not-So-Wonderful World Of Eurodisney Essay

1584 words - 7 pages ------------------------------------------------- THE NOT-SO-WONDERFUL WORLD OF EURODISNEY Things Are Better Now at Disneyland Resort Paris February 16, 2014 mktg 417 WIU February 16, 2014 mktg 417 WIU JULIA BIDDENSTADT & TAYLOR SMITH JULIA BIDDENSTADT & TAYLOR SMITH 1. The major factors that contributed to EuroDisney’s poor performance was the lack of market research and cultural awareness. EuroDisney was built just

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

5540 words - 23 pages CASE 21 The Not-So-Wonderful World of EuroDisney*—Things Are Better Now at Disneyland Resort Paris BONJOUR, MICKEY! In April 1992, EuroDisney SCA opened its doors to European visitors. Located by the river Marne some 20 miles east of Paris, it was designed to be the biggest and most lavish theme park that Walt Disney Company (Disney) had built to date—bigger than Disneyland in Anaheim, California; Disneyworld in Orlando, Florida; and

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

1313 words - 6 pages Case 2-1: The Not-So-Wonderful World of EuroDisney – Things Are Better Now at Paris Disneyland 1. What factors contributed to EuroDisney’s poor performance during its first year of operations? What factors contributed to Hong Kong Disney’s poor performance during its first year? Europeans failed to “go goofy” over Mickey in part because of the high prices of the theme park and nearby hotels. Families were reluctant to spend

Euro Disney

1927 words - 8 pages Disneyland, opening its doors in 2005. Case Study Questions 1. The factors that contributed to EuroDisney, now called Disneyland Resort Paris, poor performance during its first year of operation was the lack of knowledge of their target market, cultural differences between the USA and Europe, and the failure to take into account that “Paris is Europe’s most-popular city destination among tourist of all nationalities”. Disney did a bad job at

Freedom And Responsibility

2141 words - 9 pages amendment is “Congress shall make no law respecting an establishment of religion, or prohibiting the free exercises thereof” (Jordan, 1999). Therefore, the first amendment states citizens have freedom of religion and exercises of the religion. The article entitled “Lawsuit alleges FBI violated Muslims’ freedom of religion,” published by Jerry Markon, Washington Post Staff Writer, justifies the detailed case of the FBI surveillance targeting Muslims for

Hate Crime Laws

2348 words - 10 pages Death of James Byrd”). While this particular case may give the appearance that perpetrators of hate crimes receive appropriate punishment, almost a decade later, one particular case demonstrates the inequity in the application of hate crime punishments: In 2007, Sean Kennedy of Charleston, South Carolina, left a bar around 3:45 am and was confronted by Stephen Moller, who called him a “faggot” and then punched him so hard in the face that his

Rational Emotional Behavior Therapy Case Study Conceptualization And Treatment Plan

2140 words - 9 pages Rational Emotional Behavior Therapy Case Study of Sarah: A Conceptualization and Treatment Plan Rational emotive behavior therapy, REBT, was developed by Albert Ellis and holds the central belief that the events in our lives do not cause our disturbances but that they are instead caused by our view of the events (Murdock, 2009). Murdock (2009) states that “people are seen as responsible for their behavior” (p. 279) but, because they are

Holidays In Albania

1636 words - 7 pages Have you ever thought about having exciting and incredibly cheap vacations? Albania might be the right choice. According to My Travel Guide, Albania is ranked the fourth among ten places worth visiting in Eastern Europe (“Top 10 Eastern European Destinations”). One can encounter three kinds of vacations in this Mediterranean country: winter, summer, and cultural. The ideal places to spend your winter vacations are the Albanian Alps. They are

A Heart Of Darkness

1748 words - 7 pages In this short story, there are frequent significant subject and ideas that make the story, "A Heart of Darkness," by Joseph Conrad, and haunting novel. The main theme is absolute white power over the natives. The theme validates the corruption, and the dependence caused by the white people as they took over the Congo. White men were giving all the power; they had no self-control, and in the end they did not use wisely. The white men became

The Aspects Of Vulnerability Among The Exploited In Medical Research

2287 words - 10 pages proceeding examples. The Willowbrook Hepatitis Studies was a case in which individual rights were severed and respect for one’s autonomy was lost. In 1947, in Staten Island, NY, Willowbrook was opened. Willowbrook State School was a state-funded institution for developmentally disabled children intended to accommodate approximately 4,000. By 1965, that number reached a population high of about 6,000. This high population mixed with a short staff led

Related Essays

Eurodisney Essay

1906 words - 8 pages customers. The team made poor assumptions that affected the construction design, marketing and pricing policies, park management and initial financing of the park. Question 1: What factors contributed to EuroDisney’s poor performance during its first year of operation? Answer: From the case study, we can see that there are many factors which had contributed to the poor performance of EuroDisney during its first year. i) French rejection of

Case 2 1 Eurodisney Essay

2953 words - 12 pages CASE 2-1 Ali Zein Kazmi February 1, 1999 THE NOT-SO-WONDERFUL-WORLD OF EURODISNEY -THINGS ARE BETTER NOW AT PARIS DISNEYLAND- 1. What are the factors contributed to EuroDisney’s poor performance during its first year of operation? Walt Disney overestimated the magic that was to be in introducing Europe's most lavish and extravagant theme park in April of 1992. The fiscal year 1992-1993 brought EuroDisney a loss of nearly $1

Eurodisney Essay

942 words - 4 pages Jacob Skinner Case 2-1: Disney MARK4050 1. Factors that contributed to EuroDisney's poor performance during its first year of operation: * French visitor's stayed away. They were expected to make up 50% of attendance figures. "The French see EuroDisney as American imperialism-plastics at its worst." The case mentions that French culture has "its own loveable cartoon characters" one of which (Asterix) has a theme park located near

Eurodisney Essay

1629 words - 7 pages 1991 also had a negative and during the same period, Europe was facing a recession. The French, for some reason, did not like the American culture while Disney tried to enforce this culture. The world fair in Spain and the Olympics in Barcelona in 1992 attracted holiday visitors hence, EuroDisney did not have many guest visiting it that year. Hong Kong Disneyland faced different issues. Firstly, people were not familiar with the characters