Purpose
The aim of this summary is to give a brief overview of the Disneyland Paris case and explain what difficulties the company faced in the early development phase in France. The paper will further explain these issues and give conclusions on them.
Company
The Disney Company (first known as The Disney Brothers Studio) was set up on 16 October 1923. (Disney History) It was a leader in the American animation industry, nowadays also famous for its film and television productions as well as for its theme parks:
Disneyland Resort California (17 July 1955)
Walt Disney World Resort Florida (1 October 1971)
Tokyo Disneyland (15 April 1983)
Disneyland Paris (12 April 1992) – 1st Euro Disneyland
Hong Kong Disneyland (12 September 2005)
Findings
The biggest issue on hand was the company not taking into consideration the differences between American and European cultures firstly, and secondly – among European countries separately. The management treated Europe as a rather general mass of people.
External audiences:
First of all, Disney started a competition with the city of Paris itself. The close location and the prices of luxurious hotels in Paris being the same as the hotels in the theme park, suggested not very good chances for Disneyland to be the preferred place of visit. Secondly, the …show more content…
The company used feng shui in the planning, the number 4 was avoided everywhere in the park (Chinese consider it unlucky), less attractions were built, numerous marketing campaigns familiarized the guests with Disney characters beforehand, every service was provided in a few languages and diverse promotions were offered, all of which matched the existing customs and needs of the Chinese population. A mistake was made when addressing families with 2 children in adverts (the government limits the couples to have only one) but it was quickly taken care
The aim of this summary is to give a brief overview of the Disneyland Paris case and explain what difficulties the company faced in the early development phase in France. The paper will further explain these issues and give conclusions on them.
Company
The Disney Company (first known as The Disney Brothers Studio) was set up on 16 October 1923. (Disney History) It was a leader in the American animation industry, nowadays also famous for its film and television productions as well as for its theme parks:
Disneyland Resort California (17 July 1955)
Walt Disney World Resort Florida (1 October 1971)
Tokyo Disneyland (15 April 1983)
Disneyland Paris (12 April 1992) – 1st Euro Disneyland
Hong Kong Disneyland (12 September 2005)
Findings
The biggest issue on hand was the company not taking into consideration the differences between American and European cultures firstly, and secondly – among European countries separately. The management treated Europe as a rather general mass of people.
External audiences:
First of all, Disney started a competition with the city of Paris itself. The close location and the prices of luxurious hotels in Paris being the same as the hotels in the theme park, suggested not very good chances for Disneyland to be the preferred place of visit. Secondly, the …show more content…
The company used feng shui in the planning, the number 4 was avoided everywhere in the park (Chinese consider it unlucky), less attractions were built, numerous marketing campaigns familiarized the guests with Disney characters beforehand, every service was provided in a few languages and diverse promotions were offered, all of which matched the existing customs and needs of the Chinese population. A mistake was made when addressing families with 2 children in adverts (the government limits the couples to have only one) but it was quickly taken care