Euro Disney's Analysis of the External and Internal Environment

1415 WordsFeb 21, 20026 Pages
Euro Disney' marketer's before entering a market as in this case has been the European market should have scanned the environment. By scanning the environment they should analyze the mega-environment as well as the task environment for possible opportunities and threats . Yet, a close attention could have been paid to their strength and weaknesses inside the company. Indeed, the consideration about any trends should have been incorporated in their environment analysis. In this case there has been a recognition of a trend, which is the trend of people going to theme parks during the weekends for entertainment of them as well as their children. Also here is an existing need for entertainment of this kind. Therefore, an opportunity exists…show more content…
Technological environment: The major technological problem has been the particular location where the Theme Park has been built. The climate has brought to a standstill the operation of the business. Although the idea to build a Theme Park has been in correspondence with the existing need on the market the weather should have been considered. In practical terms, the transfer of the idea to fit the market needs indeed could not been suitable since the weather conditions have not been considered. Probably, a closed type of Theme Park could have been suitable for the weather changes. TASK ENVIRONMENT The key elements of the task environment that will be analyzed are the competitors, the distribution and the customers. Competitors: Major overlooked problem are the competitors of Euro Disney. The overpricing of Euro Disney products and tickets has given a place for competitors to enter the market as well as to gain customers. Euro Disney has overlooked the power of its competitors to take its customers. Thus, the mere dependency of loyalty of customers has negatively affected Euro Disney sales. Considering the shocking economic factors and the cultural mistake that they have made Euro Disney has opened an opportunity for competitors to conquest the market. For instance, rival leisure attractions in UK had taken aggressively visitors away from Euro Disney. Indeed, this imposes a major threat to Euro Disney to sustain in the market. Therefore, a close
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