'Disneyland Paris Marketing Strategy Essay\r'

'In this essay, the point of interest will be the market look disaster of Walt Disney comp each by and by they cle bed a Disney cat valium in europium.\r\nThe Walt Disney ships lodge had experienced a big failure in the topic put business. Having successfully opened viridity in the US and Asia, the idea to open one in europium came natural. The city of genus Paris was chosen to host the raw theme park. That was the basic of more decisions that take to a very unsuccessful enterprise of EuroDisney.\r\nM whatever factors contri only whened to EuroDisney’s ‘unhealthy’ murder during its primary few year of legal action and many of these factors could score been avoided if the proper research would have been do. The first problem with EuroDisney was that Paris was the town chosen to be this park’s home. Paris was the perfect city to build the famous park in firstly because of the demography but the defective one when it comes to its cust oms and market-gardening.\r\nThere were many marketing and operational errors that echoed into the park’s unsuccessful opening. For ex angstromle, EuroDisney’s advertising had accent Disney’s image as an invite bit of Americana close rather than opinion of the French guests.\r\nEuroDisney’s image-marketing did non explain to atomic number 63ans what the theme park was or what attractions it had to twisting the European consumer. Advertising was so pore on the size of the park and the enthral behind it, that this poor marketing outline hurt overall business.\r\n1\r\nThe Walt Disney club had taken a golden pure tone towards Japan and driven by their first success on Asian dirt considered it logical to be the same in Europe. The first years in Europe have proved the contrary. A cabal of factors contributed to a disastrous start in Paris. The biggest factor contributing to the poor work was the failing pagan edition.\r\nDisney was build an d promoted in Europe as a component of wonderful America. Everything about the park was American and cultural differences between America and Europe were completely neglected. This resulted not only in negative experiences by customers itself, but overly in a heavy hindrance of criticism from the intellectual segment of France, which traditionally didn’t have good granting with ‘Americanism’.\r\n2\r\nBesides the cultural problems, a lot of secondary factors contributed to the big failure. We mustiness think of customers’ pockets. The price to enter the park and especially staying at the hotels, was too racy in the European mindset and customers weren’t willing to spend this amount of money. As we have already explained, the French culture was not the perfect one to withdraw the specific American product, as one other reason is that the English wording is still unpopular in France and the American style isn’t much appreciated; in this fiber the cultural suitation went wrong in almost all(prenominal) aspect.\r\nThe EuroDisney management team seems to have been poorly(predicate) informed or have done superficial research on the European culture and market.\r\n1\r\nâ€Å"The Cultural dialect of EuroDisney.” 123HelpMe.com. 06 Jan 2013 http://www.123HelpMe.com/view.asp?id=167709 2 Ibidem\r\nWhen Disney opened EuroDisney in Paris, the park was a symbol of American culture. The cultural adaptation that was necessary to actualise the park a success didn’t cross the mind of the Disney team. The problems Disney encountered when entering Europe with Disneyland were not only because of the behavior of the French, it was the neglecting of (European) culture in general that made EuroDisney a disaster.\r\nSo, concluding all the arguments: the main methodological mistake made was the choosing of the place of their park. The first and most striking mistake was not France or any specific country, but the prob lem was adapting to culture in general. EuroDisney’s entry strategy should have been employ keeping in mind the customer and the end user of the product, in this case the ordinary Frenchman. The entry strategy should have taken into consideration all cultural aspects of their venture The strategy should be conceived after a thorough research conducted to overhaul Disney enter the European market.\r\nThe answer to how the Walt Disney Company should market the destination to potential customers & other stakeholders is partially answered with the quote down the stairs: As a whole, a decease by any company to any foreign market should not be made without an extensive, in-depth study based on exhaustive research into every applicable aspect of the economy, laws, culture, climate, interests, customs, life-style habits, geography, and work habits. This integration of differing management practices is typical with any company doing business abroad. However, a great deal of ti me, patience, understanding, education, and willingness to accept and/or compromise are needed from all parties involved in tell apart to make this integration successful. 3\r\nA new EuroDisney park would not fit in the European range of a function for the same reasons we discussed above: the cultural environment, language, pass and entertainment rituals, etc. In any case, the American style and culture shown in ‘Disney’ should be narrowed down as much as possible to adapt to any of the European countries in order for it to be a success.\r\n3\r\nEurodisney explore Design.” 123HelpMe.com. 06 Jan 2013 http://www.123HelpMe.com/view.asp?id=164935\r\n'