Eurodisney Case Study Essay

1203 Words Nov 24th, 2014 5 Pages
October 1, 2014
MKT 608

Case Study 2-1
The Not-So-Wonderful World of EuroDisney
Things Are Better Now at Disneyland Resort Paris

1. What factors contributed to EuroDisney’s poor performance during its first year of operation? What factors contributed to Hong Kong Disney’s poor performance during its first year? There were two major factors that contributed to EuroDisney’s poor performance during its first year of operation. The two factors include: market research and cultural competency. Within those two factors there were specific details that demonstrate where and why they failed poorly. There are listed below: * Instead of using French cartoon characters, American characters were used. * Europeans are
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They should have taken that into consideration and utilized their own famous cartoons in order to capture the consumer’s attention. The factors regarding the wine and breakfast could have been prevented. If research were conducted, they would have found out that Europeans love their wine and breakfast is important to them. The last factor, the World Fair and The Olympic Games occurring at the same time as opening day, could have been prevented also. If they had changed the opening date, they would have had more attendees. 3. What role does ethnocentrism play in the story of EuroDisney’s launch? Ethnocentrism is judging another culture solely by the values and standards of one's own culture. The EuroDisney was launched with the American theme, without considering the fact that they have their own cartoon characters. The Europeans did not react to the amusement park as Disney had hoped. Europeans also believe in taking shorter vacations, which was not taken into consideration. They would not stay for long, sometimes did not stay the night, and also would cut expenses as needed. Overall, American and Europeans are very different cultural wise. Lots of research should have been conducted prior to creating the park. 4. How do you assess the cross-cultural marketing skills of Disney? Disney did well in the marketing aspect for both America’s and Japan’s Disney theme parks. They went in with about the same mind set for EuroDisney, while

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