Not-So-Wonderful World Of EuroDisney-Things Are Be
1. What factors contributed to EuroDisney¡¦s poor performance during its first year of operation? The factors that contributed to Disney¡¦s poor performance are ?X The dismal winter weather of northern France ?X Attendance only reached 9.2 million ?X Visitors spent 12% less on purchases than expected ?X Unforeseen combination of transatlantic airfare wars and currency movements ?X The French saw Disney as American imperialism ?X The French had its own cartoon character Asterix who also had its own theme park and went under renovation and expansion in the anticipation of completion from EuroDisney ?X Farmers took to the streets to protest against the preferential sales price of local land ?X Early advertising aggravated local French sentiment by emphasizing glitz and size rather than variety and attractions ?X A major recession was coming ?X The Gulf War in 1991 ?X High interest rates and the devaluation of several currencies against the franc ?X Landmark events took lace in Spain in 1992 including World¡¦s Fair in Seville and the Olympics in Barcelona 2. To what degree do you consider that these factors were (a) foreseeable and (b) controllable by either EuroDisney or the parent company, Disney? ?X Most of these factors considered were foreseeable except for the airfare wars and currency movements. The Gulf War although was started in 1991 was not foreseeable in how long it would last.
?X Many of these factors were controllable in a sense that if the parent company Disney would have done their homework. Through market research they would have known that the people of France would have reacted the way that they did.
3. What role does ethnocentrism play in the story of EuroDisney¡¦s launch? ?X Ethnocentrism plays a role in the story of EuroDisney because Disney perceived that their one culture knows best how to do things. This was not so true and now they find are trying to dig themselves out of a hole. They never stopped to think on how French would react to the
?X Many of these factors were controllable in a sense that if the parent company Disney would have done their homework. Through market research they would have known that the people of France would have reacted the way that they did.
3. What role does ethnocentrism play in the story of EuroDisney¡¦s launch? ?X Ethnocentrism plays a role in the story of EuroDisney because Disney perceived that their one culture knows best how to do things. This was not so true and now they find are trying to dig themselves out of a hole. They never stopped to think on how French would react to the
Cited: International Marketing, Eleventh Edition Philip R. Cateora, John L. Graham Copyright 2001 McGraw-Hill Higher Education Case 2-1 pg622-626 The Not-So-Wonderful World of EuroDisney-Things are Better Now at Paris Disneyland