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The not-so-wonderful world of Euro Disney
Transcript of The not-so-wonderful world of Euro Disney
behind this frame! Double click to crop it if necessary San Francisco Budapest Important
Details (cc) photo by Metro Centric on Flickr (cc) photo by Franco Folini on Flickr (cc) photo by jimmyharris on Flickr Stockholm (cc) photo by Metro Centric on Flickr Assets map details doodles notes outlook photo frame The not-so-wonderful world of EuroDisney What role does ethnocentrism play in the story of EuroDisney’s launch? American people convinced that their way of working and the reason for their success could be the same EVERYWHERE! What is ethnocentrism? They didn’t take into account cultural differences with Europe.
FRANCE IN PARTICULAR They didn’t listen French expectations. What factors contribute to EuroDisney’s poor performance during its first year of operation? Poor marketing strategy
Mistakes which affected constructions and pricing policies
Cross cultural ignorance
The expensive price Misunderstanding of the French families (holidays, breakfast, traditions) EGO The French thinking that Eurodisney represents the American imperialism To what degree do you consider that these factors were a) foreseeable and b) controllable by either EuroDisney or the parent company, Disney? Foreseeable:
The French attitude. EuroDisney = American imperialism.
The cross cultural differences
Mistaken assumptions (constructions,
pricing policies, advertising,
poor marketing strategy) Judging another culture solely by the values and standards of one's own culture.
Religion. How do you assess the cross-cultural marketing skills of Disney? Later they understood their mistakes:
Changed the name from Eurodisney to Disneyland Paris.
Changed the food of the restaurant
Changed marketing strategies and pricing policies (hotels) At the beginning:
Trying the same strategies (Orlando and Tokyo
Cross cultural differences Do you think success in Tokyo predisposed Disney management to be too optimistic in their expectation of success in France? Japanese consumers: receptive to the Disney universe and it's characters.
Underestimated the French mentality characterized by a scorn for American fairytale characters. Do you think the new theme park would have encountered the same problems if a location in Spain had been selected? Other competitors
Same economical recession
Cultural problems (siesta) The best new location for “Disneyland X” Houston, Texas! No cultural differences
Favorable location (Mexico and US)
Warm weather Europeans failed to “go goofy” over Mickey 1992: Euro Disney opens Expectations fell short. Billions wasted Designed to be the biggest Disney 1983: Disney's Tokyo (success!)