Essay about Impact of Cultural Differences on EuroDisney

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Impact of Cultural Differences on EuroDisney Until 1992, the Walt Disney Company had experienced nothing short of success in the theme park business. Having successfully opened parks in California, Florida and Tokyo, it only seemed logical to open one in Europe. When word of this got out, officials from many European countries offered Disney pleas and cash indictments to work the Disney magic in their hometown. In the end only one city was chosen and it was Paris, France. That was the first of many decisions that led to a very unsuccessful opening of EuroDisney. Many factors contributed to EuroDisney's poor performance during its first few year of operation and many of these factors could have been alleviated if the…show more content…
The climate in Paris was also unsuitable and off-season attendance was way below expectations. Many landmark events were competition for EuroDisney's opening year. "Spain held the World Fair in Seville and Barcelona was home to the 1992 Olympics which took tourists to areas other than Paris." All in all, 1992 was not looking good for EuroDisney in terms of success. Despite the foreign market uncontrollables hindering the park from the beginning, when EuroDisney opened in the summer of 1992 many marketing and operational errors factored into the parks unsuccessful opening. "EuroDisney's advertising had emphasized Disney's image as an alluring bit of Americana rather than an explaining to potential customers what they can actually do for the park." EuroDisney's image-marketing did not explain to Europeans what the theme park was or what attractions it had to offer the European consumer. Advertising was so focused on the size of the park and the glamour behind it, that this poor marketing strategy hurt overall business. No one in France cared that "EuroDisney had costs over $4 billion and that it's 4,800 acres include five separate recreation areas, six hotels with room for 5,200 people in all, an entertainment center, a 27 hole golf course and a wooded campground." The marketing strategies of the United States were used in France and it backfired when the French visitors stayed away from the park. Operational errors that easily

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