Disneyland Paris Marketing Strategy

879 words 4 pages
Student: Oana Jarda Master ACIA, an II An 2012-2013 The choice of target markets EuroDisney - an international market research disaster

In this essay, the point of interest will be the market research disaster of Walt Disney Company after they opened a Disney park in Europe.

The Walt Disney Company had experienced a big failure in the theme park business. Having successfully opened parks in the US and Asia, the idea to open one in Europe came natural. The city of Paris was chosen to host the new theme park. That was the first of many decisions that led to a very unsuccessful opening of EuroDisney.

Many factors contributed to EuroDisney's ‘unhealthy’ performance during its first few year of activity and many of these factors could have
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The first and most striking mistake was not France or any specific country, but the problem was adapting to culture in general. EuroDisney’s entry strategy should have been used 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 help Disney enter the European market.

The answer to how the Walt Disney Company should market the destination to potential customers & other stakeholders is partially answered with the quote below:
As a whole, a move 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 time, patience, understanding, education, and willingness to accept and/or compromise are needed from all parties involved in order to make this integration successful. 3

A new EuroDisney park would not fit in the European picture for the same reasons we discussed above: the cultural environment, language, vacation and entertainment rituals, etc. In any case, the American style and culture


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