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Copy of The Not-So-Wonderful World of EuroDisney--Things are Better Now at Paris Disneyland

International Marketing

Aline Au

on 18 April 2013

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Transcript of Copy of The Not-So-Wonderful World of EuroDisney--Things are Better Now at Paris Disneyland

The Not-So-Wonderful World of EuroDisney
Wrong Place, Wrong Time

*Paris is selected over 200 potential locations
*Fostering its own competition
*Selecting Spain as the preferable location
Price and Promotion

*A truly affordable experience?
*Creating partnerships with
local businesses
*Shift in advertising
Cultural Recommendations

*Increase cultural sensitivity
*Attention to lifestyle details
*Local and regional points of view
Recommendations for Disney Hong Kong *Increase park size
*Creating more hype
*Increase the American influence 5+7= (cc) image by anemoneprojectors on Flickr Strengths
*Strong brand name
*310 million people within 2 hours by plane
*Location Weaknesses
*Too much emphasis on success in Japan
*Lack of understanding of local market
*Financial planning
*Self-cannibalism Opportunities

*Support and backing from French gov’t Threats

*Anti-American sentiment
*Weak Economy
*Competing Amusement Parks (cc) image by anemoneprojectors on Flickr Background Information

*Disney opened its doors to European visitors in April of 1992
*$280/day needed to enjoy rides and food
*Highly priced hotel rooms
*310m people in Europe live within 2 hours air travel There are always problems...

*French see the park as example of American imperialism
*1st year attendance 20% below projections
*Within 5 months of opening, price of EuroDisney stock fell from 164 to 68 French Francs (25 to 10.36 Euro)
*Disneyland Paris loss was over $900 million for first full fiscal year of operations
*Spent $220 million on marketing blitz for opening Tokyo Causes Optimism

*Japanese love for Disney & the American experience
*Wild success
*Ownership of the Tokyo Disneyland
*Transplanting Tokyo Disneyland into Paris Ethnocentrism
*French perceptions of American Imperialism
*Ignorance of Cultural Differences
*Arrogance Cultural Analysis - Food and Climate
*Meal Times
*Meal Choices
*French Climate Leisure habits in Europe
*26 Million tourists each year in Paris
*Emphasis on August holiday
*Shorter, less frequent vacations
Disney’s Cross-Cultural Marketing Skills
*Initial Introduction in 1992
*New French leadership in 1993
*Burger King Executive in 2005 Economic Analysis

*European Union and the Euro
*Period Economic Statistics 5+7= Political

*French gov’t offered incentives to have park near Paris
*French gov’t uninterested in spread of American culture
*2005- state-owned bank contribution of $500 M
to help avoid bankruptcy
*Lobby to open CDG airport to more low-cost airlines Economic

*Late 1980s- European Recession
*European Union and introduction of the Euro
*High interest rates, devaluation of currencies against Franc
*Job creation- 43,000


*Millions of people in Europe live within two hours
*American Imperialism
*Cultural preferences
*European Focus Technological

*Social Media
*Innovative tripping booking options
*Advances in amusement park rides and production (cc) image by anemoneprojectors on Flickr SWOT Analysis - Disneyland Paris PEST Analysis- Disneyland Paris Environment Disneyland Hong Kong - Background

*Opened in 2005
*Disney determined not to repeat its mistakes (ex. Feng Shui, Chinese holiday attractions)
*16 attractions, one classic Disney thrill ride, and Fantasy Gardens
*Park seen as springboard to promote Disney in preparation for opening of Shanghai Disneyland
*Disappointing turnout both 1st and 2nd year Issues

*Chinese lack of knowledge of Disney characters
*Complaints of being too small
*Little to excite those unfamiliar with Disney’s cast of characters
*Not very different from existing amusement parks
*Early advertising: lacked cultural sensitivity Conclusion - Disney’s Global Future

*2012 marks the 20th Anniversary of Disneyland Paris
*Construction is currently underway on Shanghai Disney Resort
*Major learnings: No culture is the same, so market research is key! Ashley Delapp, Alexandra Giroux, Kate Greubel, Nicole Pulley and Deniz-Sonmez Alpan
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