The Failure of Disney Paris
Introduction:
Disney, the very word evokes magic in the minds of people young and old. As a brand that has catered to audiences since early 1923, it stands as a symbol of redemption from the mundane existence of daily life for people throughout world. Over the last few decades, the Walt Disney Productions Company has been in the industry of producing cartoons and quickly diversified into an array of operations, riding high on its brand equity. Most famous amongst its flagship projects have been the eleven theme parks situated at different locations that attract swarms of people on a daily basis. However, as we come to learn, a big name and successful past alone may not be sufficient for success away from home. Factors such as culture, conditions, the way of life and other calculated steps can be crucial. Involved in the art of making fairytales over the years, Disney’s European journey was not always a fairytale. Improper information, wrong approaches of marketing, inadequate market research and inability to cope with external factors could spoil the broth.
THE NOT-SO-WONDERFUL-WORLD OF EURODISNEY
THINGS ARE BETTER NOW AT PARIS DISNEYLAND
1. What are the factors contributed to EuroDisney’s poor performance during its first year of operation?
When Disney entered Europe with its EuroDisney theme park, it expected the same ethereal magic to work its charm on masses as it had in the US and Japan. The initial failure of the park came as a rude shock to the management which sought to woo European households. Their ‘know it all’ attitude and arrogance were to blame. Firstly, France has always had negative sentiments regarding American Imperialism and has never been fond of the strong economic and cultural influences it has actively or passively had over other countries. This was further exemplified by Disney’s advertising on its glitz and size, rather than luring families by advertising its rides and attractions. Mickey was also not a crowd puller,
Disney, the very word evokes magic in the minds of people young and old. As a brand that has catered to audiences since early 1923, it stands as a symbol of redemption from the mundane existence of daily life for people throughout world. Over the last few decades, the Walt Disney Productions Company has been in the industry of producing cartoons and quickly diversified into an array of operations, riding high on its brand equity. Most famous amongst its flagship projects have been the eleven theme parks situated at different locations that attract swarms of people on a daily basis. However, as we come to learn, a big name and successful past alone may not be sufficient for success away from home. Factors such as culture, conditions, the way of life and other calculated steps can be crucial. Involved in the art of making fairytales over the years, Disney’s European journey was not always a fairytale. Improper information, wrong approaches of marketing, inadequate market research and inability to cope with external factors could spoil the broth.
THE NOT-SO-WONDERFUL-WORLD OF EURODISNEY
THINGS ARE BETTER NOW AT PARIS DISNEYLAND
1. What are the factors contributed to EuroDisney’s poor performance during its first year of operation?
When Disney entered Europe with its EuroDisney theme park, it expected the same ethereal magic to work its charm on masses as it had in the US and Japan. The initial failure of the park came as a rude shock to the management which sought to woo European households. Their ‘know it all’ attitude and arrogance were to blame. Firstly, France has always had negative sentiments regarding American Imperialism and has never been fond of the strong economic and cultural influences it has actively or passively had over other countries. This was further exemplified by Disney’s advertising on its glitz and size, rather than luring families by advertising its rides and attractions. Mickey was also not a crowd puller,