Case Study – Euro Disney, the First 100 Days Essay

1342 Words Apr 17th, 2012 6 Pages
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
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“Another cornerstone of the Disney theme park franchise was the rich heritage of the Disney cartoon characters” (Loveman et al., 1992). The Disney cartoon characters had been a part of the childhood memories for many Americans. Each character is unique for the Americans. In the theme parks, those cartoon characters were brought to live. Visitors could always seek chances to fulfill their childhood dreams by taking photos with their favorite costumed characters in the theme parks.
“A third element of Disney’s success was the unique role that visitors played in the theme” (Loveman et al., 1992). Visitors were more than just spectators but were considered important participants in the theme parks. They were always encouraged to join plays and to have frequent interactions with staff members.
3.0 Tokyo Disneyland
Disney’s native success made the company started to expand overseas with the opening of Tokyo Disneyland on April 15, 1983. Tokyo Disneyland was owned and operated by the Oriental Land Company. Disney company designed the park and licensed the use of its characters in return for 10% of admissions revenues and 5% of food and souvenir revenues (Loveman et al., 1992). The tremendous success of Tokyo Disneyland started from its begining. Each year of operation, there were more than 10 million visitors coming to Tokyo Disneyland.
So why could Disney succeed in its expansion to Japan, which is a typical Eastern country that has many cultural differences

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