Report Case 6 Disneyland Resort Paris 
Disneyland Resort Paris: Mickey goes to Europe
Case study 6
Team 6
Contents
Contents 1
Introduction 2
Situation analysis 4
Problem identification 7
Theoretical survey 9
Current research on the problem 13
Evaluation of the alternatives 14
Alternative n°1 – localize the service 14
Alternative N°2 – Stay American 16
Alternative N°3 – Combine global and local offerings 17
Suggested solution 18
Conclusion 20
References 22
Introduction
Welcome to our magic report of Disneyland Paris Resort. Let us guide you into the Disney Company’s backstage.
The aim of this report is to analyze in a Relationship Marketing outlook the situation faced by Disney in the given case. Walt Disney Company is the world leader in animation since the creation in 1937 of maybe the most successful full-length animated color movie: Snow White and the Seven Dwarfs. They are implemented in many countries all over the world and are famous for their professional and effective marketing.
After opening the most successful Theme park in Tokyo, Disney thought that they should open another one in Europe. They chose Paris as it is the favourite capital of travelling destinations and in the heart of Western Europe. The first problem that they faced was not having done any adaptation to the European customers’ needs which were different from the Americans’. What Disney has already done at the opening was giving a shot at the same approach than for Japan and investing equity and more money in Paris’ multicultural park.
According to Sanchez and Sanchez, Relationship Marketing “is a complex set of activities that together form the basis for a sustainable and hard-to-imitate competitive advantage: the customer-focused on the organization.” Since Disney offer a unique and special experience, they have a real competitive advantage but will lose it by not taking in account the customers’ profile.
Pieter Boterman, Disney’s spokesman, stated: “There is nothing in Europe like Disneyland Paris, so there was
Case study 6
Team 6
Contents
Contents 1
Introduction 2
Situation analysis 4
Problem identification 7
Theoretical survey 9
Current research on the problem 13
Evaluation of the alternatives 14
Alternative n°1 – localize the service 14
Alternative N°2 – Stay American 16
Alternative N°3 – Combine global and local offerings 17
Suggested solution 18
Conclusion 20
References 22
Introduction
Welcome to our magic report of Disneyland Paris Resort. Let us guide you into the Disney Company’s backstage.
The aim of this report is to analyze in a Relationship Marketing outlook the situation faced by Disney in the given case. Walt Disney Company is the world leader in animation since the creation in 1937 of maybe the most successful full-length animated color movie: Snow White and the Seven Dwarfs. They are implemented in many countries all over the world and are famous for their professional and effective marketing.
After opening the most successful Theme park in Tokyo, Disney thought that they should open another one in Europe. They chose Paris as it is the favourite capital of travelling destinations and in the heart of Western Europe. The first problem that they faced was not having done any adaptation to the European customers’ needs which were different from the Americans’. What Disney has already done at the opening was giving a shot at the same approach than for Japan and investing equity and more money in Paris’ multicultural park.
According to Sanchez and Sanchez, Relationship Marketing “is a complex set of activities that together form the basis for a sustainable and hard-to-imitate competitive advantage: the customer-focused on the organization.” Since Disney offer a unique and special experience, they have a real competitive advantage but will lose it by not taking in account the customers’ profile.
Pieter Boterman, Disney’s spokesman, stated: “There is nothing in Europe like Disneyland Paris, so there was
References: Egan, J. (2011), Relationship marketing Work meetings and team building sessions to large-scale events and more 16/11/2014,