Case Study of Euro Disney Essay

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Case Study of Euro Disney

To this day, EuroDisney struggles to keep its doors open, while the American and European theme parks continue to thrive. My paper for my International Business course deals with the many problems that marked the opening of EuroDisney ...

For years, the Disney theme park empire was built upon three crown jewels located in California, Florida, and Japan. Combining the familiar, family-friendly characters and images upon which the Disney reputation was built, with clean and well-operated theme parks helped Disney set new standards for efficient, friendly customer service in the theme park industry, with its parks becoming major international tourist attractions. When Disney expanded its theme park empire
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Dependent upon its employees to provide the high level of customer service that is at the heart of the Disney experience, the company had created a careful screening process for applicants, an intensive employee training program to insure they would meet the strict standards of service, and a comprehensive communication program to keep employees fully informed. Constantly under refinement, this process helped insure Disney employees were able to conform to Disney’s standards and deliver the high level of customer service their millions of annual guests have come to expect.

On the heels of the strong success of Tokyo Disneyland, which opened in 1983, and encouraged by strong sales of Disney licensed products in the European market, Disney began work on opening a European-based Disney theme park. After ten years of planning and development, Euro Disney opened in Paris, France, in 1992, with high hopes that the Disney magic, which had worked so well in the United States and Japan, was sure to repeat itself in France.

THE PROBLEMS FACING EURO-DISNEY

Early hopes for a similar success soured soon after Euro Disney opened, and the experience of opening Euro Disney delivered unexpected surprises to Disney management. The park soon encountered several major problems:

Attendance: Disney’s consulting firm, Arthur D. Little, has projected first year park attendance to range between

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