Global Marketing Management
Professor: Prof. Nicholas
Case study: The Not-So-Wonderful World of EuroDisney
Euro Disney SCA formally launched its theme park to Europeans in April 1992 near river Marne, 20 miles East of Paris. It was the biggest and most lavish theme park that Walt Disney had built bigger than any of its Disney parks around the world. The location was chosen over 200 potential sites in Europe from Portugal through Spain, France, Italy and Greece. Disney Management expected Europeans to receive the theme park in the same behavior that their Japanese counterparts for Disneyland-Tokyo did for Mickey Mouse and other famous Disney characters but, in 1992, amount of…show more content… And I found factors in case contributed to its poor performance of operation in first year in new markets as followings,
Euro: Price was set up too high in different spending pattern nation. Failed to see the approaching recession at the end of the 1980s and tough economical circumstance. Erroneously informed downsized breakfast service. Most crucially they are too confident of their success in US and Japan.
Hong Kong: Fail to foresee guest’s lack of knowledge of Disney lore in China, to set proper ads suiting China’s government limits and combined promotions and special Chinese holidays featured attractions.
I think that these factors were mostly foreseeable and predictable as long as Disney 's management had taken trouble to research the market in greater detail. It is a matter of looking more deeply into the cultural aspects of the business. What we will realize in the end is that “Guests need to be welcomed on the basis of their own culture and travel habits.” Adaptation is a conscious effort to anticipate the influences of both foreign and domestic uncontrollable factors on a marketing mix and then to adjust the marketing mix and minimize the effects of cultural diversity.
Here what I have to mention is the term “cross-culture”. The cross-cultural marketing skill as practiced by Disney in Europe fell short of expectations from the entertainment giant. And I charge the cross-cultural marketing skill of