Case Study – Euro Disney, the First 100 Days

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Case Study #1 – Euro Disney, The First 100 Days 1.0 Introduction Ever since the first Disneyland was founded in 1955 in Anaheim, California, the Walt Disney Company had experienced nothing but success in the theme park business until its second oversea Disneyland – Euro Disney was opened in France in 1992. Following the success of the company’s first oversea Disneyland in Tokyo, Japan, on April 12, 1992, within its $4.4 billion budget, Euro Disney was opened in Marne-la-Vallee, France on a site that is one-fifth the size of Paris and just 20 miles to its west. Euro Disney was much like previous Disney theme parks with various of rides, attractions, hotels, restaurants, entertainment facilities, a campground, and even a championship…show more content…
American popular culture has always had a great influence on Japan. Thus, the design of the Tokyo Disneyland was virtually identical to the Anaheim Disneyland. Most aspects of the Tokyo Disneyland remained as American as possible. Second, there is an increasing trend in Japan toward leisure. The Tokyo Disneyland had even become a special cultural haven in Japan. Despite the different way of life between Japan and the U.S., Japanese people maintained great interests in the Disney’s brand of entertainment. The annual festive party on the New Year’s Day and Evening has been an extremely popular celebration. And feedbacks from Tokyo Disneyland visitors were overwhelmingly positive. As a result, managers of Disney were convinced that everything they imported that worked in the U.S. worked in Tokyo. 4.0 Euro Disney Having seen the success achieved by two native Disneylands and the Tokyo Disneyland, with full of optimism, Disney launched another international Disneyland – the Euro Disney on April 12, 1992, in France within its $4.4 billion budget. However, unlike Tokyo Disneyland, Euro Disney did not experience the same success in terms of admissions and revenues. There were several reasons that could explain the frustrations of Euro Disney. First and one of the most crucial factors were cultural issues. While the success of Tokyo Disneyland was a major factor behind the decision to create Euro Disney, the cultural challenges of France were very

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