Eurodisney Business Case

1343 words 6 pages
1) How could the company have erred so badly in its estimates of spending patterns of European customers?

* The idea was market Euro Disney as a complete holiday package and encouraging people to stay in the hotels and eat all meats in the complex. * While setting prices the Company was unable to estimate spending patterns of European consumers and competitors price alternatives. Due to the location advantage and incredible accomodation prices consumers prefer to stay in the city center.

* Travel time to Paris city center from Euro Disney is only 35 minutes and cost of accomodation in Disneyland is as much expensive as a best hotel in Paris. People prefer to stay overnight in the city center instead of staying in the park.
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They claimed the pollution on their country’s cultural ambience was due to the arrival of Mickey Mouse and the company. They wanted to see more European culture in the park than the American culture.

7) Consider how a strong marketing approach might be made to both European consumers and middlemen, such as travel agents, tour guides, even bus drivers. * The strategy was very greedy in buying all the surrounding land so no one else could benefit from the project. This is not going to promote any local support and isolates the project from and other business support. The scale of the investment also isolated them more in the case of a failure. * The idea was to market the Disney as a complete holiday encouraging people to stay in the hotels and eat all meals in the park. * The travel time to Paris was 35 minutes from Euro disney and the hotel Disney cost as much as the best hotel in Paris, many people may prefer to stay overnight in the city center. * High competition in tourism industry. People passing through the area may decide to take the more traditional visit to Paris instead. * Marketing approach is very strong local partnership is important. In planning, Disney were more interested in the moneymaking ventures than the fundamental details such as providing enough restrooms for


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