Case Study Disneyland Resort Paris

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Case Study 6 -
What are the Disney resorts and parks aiming for?
1) The Disney resorts and parks were aiming for a market that focused on creating images, experiences and products to customers that emphasized fun, imagination and service. It aimed to provide a place where customers could escape the cares of the real world through the "magic" of legendary fairytale and familiar Disney characters. The market targeted families and children and the company had already built a popular brand that was associated with wholesome family entertainment.
2) Was Disney's choice of the Paris site a mistake? Yes, the choice of the Paris site was a mistake because the lifestyle, culture and ideas of Paris were very different from the culture of the
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Cinderella was located in a French inn. Euro Disney also introduced more variety into its restaurants and snack bars, features foods from around the world.
4) What did Disney not change when it constructed Euro Disney? Disney did not change its principles of safety, courtesy , show and efficiency. Employees were trained in their strict service standards. They also did not change their grooming requirements that insisted on a "neat dress code", a ban on facial hair and an insistence on appropriate undergarments even though the dress code was in opposition of the French. They also did not change their policy of all Disney parks being alcohol free which was very unpopular with French visitors who liked to have a glass of wine or beer with their food.
5) What were Disney's main mistakes from the conception of the Paris resort through to 2006? Some of Disney's main mistakes were that they underestimated the significant impact of cultural differences would have on the success of their park, inadequate accommodation available for their staff. They had a hectic pace of work and long hours which the staff was not used too, and the conditions were chaotic when the park opened. They also did not anticipate the lackadaisical attitude of some of the cast members. Poor planning and inadequate research before constructing the park also lead to the park being on the verge of

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