The Not –So-Wonderful World of Euro Disney
CASE 2: The Not –So-Wonderful World of Euro Disney
1. What factors contributed to Euro Disney’s poor performance during its first year of operation? What factors contributed to Hong Kong Disney’s poor performance during its first year?
Answer:
The major factors led Euro Disney’s poor performance was the lack of cultural consciousness and market survey. Euro Disney was built according to other American Disney parks without thinking about the culture difference. They used all American characters instead of French famous cartoon characters. Alcohol was prohibited in the park where enjoy drinking is a part of local culture. Costumers needed breakfast while they downsized the breakfast supply cause they were informed erroneously. Price policies were wrong so that costumers cannot afford it. Europeans vocation was not as long as Americans’ so they cut the hotel expense. In addition, the transatlantic airfare went down make it cheaper to go to Florida than costumers go to Paris.
Hong Kong was in a contrast situation. Disney has done too much survey to make it localized. But customers found that here was no difference with other Chinese amusement parks. The park is too small to make costumers excited. Chinese visitors were not familiar with Disney’s Characters, so there were a lot of cultural discount.
2. To what degree do you consider that these factors were (a) foreseeable and (b) controllable by Euro Disney, Hong Kong Disney, or the parent company, Disney?
Answer:
There are many factors that have been foreseen and controllable by Euro Disney. The market survey could reveal that Europe has local famous cartoon character that they can take advantage of. The length of the vacation is a factor that can be found easily as well. The survey may also seen that breakfast is important for Europeans and the wine in European culture is irreplaceable. The only unforeseeable event should be the price war between airlines that fly the transatlantic flights.
3. What
1. What factors contributed to Euro Disney’s poor performance during its first year of operation? What factors contributed to Hong Kong Disney’s poor performance during its first year?
Answer:
The major factors led Euro Disney’s poor performance was the lack of cultural consciousness and market survey. Euro Disney was built according to other American Disney parks without thinking about the culture difference. They used all American characters instead of French famous cartoon characters. Alcohol was prohibited in the park where enjoy drinking is a part of local culture. Costumers needed breakfast while they downsized the breakfast supply cause they were informed erroneously. Price policies were wrong so that costumers cannot afford it. Europeans vocation was not as long as Americans’ so they cut the hotel expense. In addition, the transatlantic airfare went down make it cheaper to go to Florida than costumers go to Paris.
Hong Kong was in a contrast situation. Disney has done too much survey to make it localized. But customers found that here was no difference with other Chinese amusement parks. The park is too small to make costumers excited. Chinese visitors were not familiar with Disney’s Characters, so there were a lot of cultural discount.
2. To what degree do you consider that these factors were (a) foreseeable and (b) controllable by Euro Disney, Hong Kong Disney, or the parent company, Disney?
Answer:
There are many factors that have been foreseen and controllable by Euro Disney. The market survey could reveal that Europe has local famous cartoon character that they can take advantage of. The length of the vacation is a factor that can be found easily as well. The survey may also seen that breakfast is important for Europeans and the wine in European culture is irreplaceable. The only unforeseeable event should be the price war between airlines that fly the transatlantic flights.
3. What