Eurodisney

EURODISNEY

Question 1

Identify where the SRC (self-reference criterion). i.e., ethnocentrism was most pronounced, where it played the most significant role in EuroDisney launch.

The Disney managers believed that whatever sells in U.S. and Japan it sells also in Europe. Disney strategy was all about profit, revenues, glitz, self-glamour and less about what European customers wanted generating superior attitudes and making other cultures look inferior. This attitude determined French to go nationalistic. Disney management misinterpreted the European society and the failure could have been avoided by carrying out an extensive marketing research with a better understanding of the European culture.

A) In max 2 sentences answer: Why was EuroDisney management so optimistic (at the start of the venture in Europe)?

EuroDisney management thought that everybody could embrace, accept American culture and be fond of Disney characters easily, just like the Japanese were when Tokyo Disneyland open. With the Japanese Disney model in their mind they went straight for it, positive and confident of the same success in France, believing that European society is similar to ones in U.S. and Japan.

Question 2

If Spain had been selected would the problems had been the same as in France?

If Disney had been located in Spain the weather would have been a big advantage for the Disney, customers being able to visit it all year compared to the hard winter in Paris, France. However one of the main problems for the Park to be located in Spain would have been the larger distances. Not enough land to develop this project was also a problem.

-----------------------

STRENGHTS

1. strong well-known reputation and brand name.

2. location advantage – in pan European region and precisely in Paris, an extremely attractive destination for tourists.

3. location chosen had better demographics than any Disney site.

4. hiring French Philippe...