Disneyland Paris Marketing Analysis
SWOT-Analysis of Disneyland® Paris
_________________________________________
Marketing for E&BE
Tutorial group: 3/4
Subgroup: 2
Annett Behr (s2540363)
Lino Dal Ben (s2490803)
Celine van de Laar (s2477335)
Janine Legtenberg (s2554747)
Table of contents
Introduction 2
Internal analysis 3
The market 3
Disneyland® Paris’ position and performance 3
In comparison to other amusement parks 3
Financial performance 4
Conclusion 4
Value 4
Disneyland® Paris’ marketing mix 5
Product 5
Price 5
Promotion 6
Place 6
External Analysis 7
Micro-Environment 7
Customers 7
Competitors 8
Competitive Strategies 9
Macroenvironment 10
Strategic advice and conclusion 12
Reference List 14
Appendix 16
Introduction
Following the success in America, Walt Disney decided to build a similar entertainment and vacation park in Europe. On April 12, 1992 the park was opened the first time as Euro Disney® Resort. Nowadays it is known as Disneyland® Paris, which is located close to Paris in France. It consists of two theme parks (Disneyland® Park and Walt Disney Studio Park), one entertainment district (Disney Village)1 and 14 hotels owned by Disneyland® Paris2
The opening of Disneyland® Paris was debated. People were afraid of being affected by the unhealthy life style and consumption of the Americans. A French journalist wrote, “I wish with all my heart the rebels would set fire to [Euro] Disneyland” and a French philosopher said, “It is not America that is invading us. It is we who adore it, who adopt its fashions and above all, its words.” All in all people were against the opening of Disneyland® Paris.3
How important is Disneyland® Paris at this moment? How is it using marketing? Who are the customers, Americans and/or Europeans? Is Disneyland® Paris a competitor in comparison to other amusement parks? Which challenges does it currently face?
To find answers these questions, we will analyse Disneyland® Paris´ performance through a SWOT-Analysis, which gives us an
_________________________________________
Marketing for E&BE
Tutorial group: 3/4
Subgroup: 2
Annett Behr (s2540363)
Lino Dal Ben (s2490803)
Celine van de Laar (s2477335)
Janine Legtenberg (s2554747)
Table of contents
Introduction 2
Internal analysis 3
The market 3
Disneyland® Paris’ position and performance 3
In comparison to other amusement parks 3
Financial performance 4
Conclusion 4
Value 4
Disneyland® Paris’ marketing mix 5
Product 5
Price 5
Promotion 6
Place 6
External Analysis 7
Micro-Environment 7
Customers 7
Competitors 8
Competitive Strategies 9
Macroenvironment 10
Strategic advice and conclusion 12
Reference List 14
Appendix 16
Introduction
Following the success in America, Walt Disney decided to build a similar entertainment and vacation park in Europe. On April 12, 1992 the park was opened the first time as Euro Disney® Resort. Nowadays it is known as Disneyland® Paris, which is located close to Paris in France. It consists of two theme parks (Disneyland® Park and Walt Disney Studio Park), one entertainment district (Disney Village)1 and 14 hotels owned by Disneyland® Paris2
The opening of Disneyland® Paris was debated. People were afraid of being affected by the unhealthy life style and consumption of the Americans. A French journalist wrote, “I wish with all my heart the rebels would set fire to [Euro] Disneyland” and a French philosopher said, “It is not America that is invading us. It is we who adore it, who adopt its fashions and above all, its words.” All in all people were against the opening of Disneyland® Paris.3
How important is Disneyland® Paris at this moment? How is it using marketing? Who are the customers, Americans and/or Europeans? Is Disneyland® Paris a competitor in comparison to other amusement parks? Which challenges does it currently face?
To find answers these questions, we will analyse Disneyland® Paris´ performance through a SWOT-Analysis, which gives us an