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  • The Not So Wonderful World of Eurodisney: GR Oup 7

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    Srijan Saxena
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    This document discusses the expansion of Disney theme parks internationally. [1] EuroDisney (now Disneyland Paris) struggled initially due to cultural misunderstandings and high costs. [2] Hong Kong Disneyland also faced issues with poor advertising and underestimating Chinese culture. [3] Both parks have since improved their cross-cultural marketing and made efforts to better respect local customs, leading to increased success.

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    This document discusses the expansion of Disney theme parks internationally. [1] EuroDisney (now Disneyland Paris) struggled initially due to cultural misunderstandings and high costs. [2] Hong Kong Disneyland also faced issues with poor advertising and underestimating Chinese culture. [3] Both parks have since improved their cross-cultural marketing and made efforts to better respect local customs, leading to increased success.

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    61 views17 pages

    The Not So Wonderful World of Eurodisney: GR Oup 7

    Uploaded by

    Srijan Saxena
    This document discusses the expansion of Disney theme parks internationally. [1] EuroDisney (now Disneyland Paris) struggled initially due to cultural misunderstandings and high costs. [2] Hong Kong Disneyland also faced issues with poor advertising and underestimating Chinese culture. [3] Both parks have since improved their cross-cultural marketing and made efforts to better respect local customs, leading to increased success.

    Copyright:

    © All Rights Reserved
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    of 17

    The not so Wonderful

    World of EuroDisney GR
    OUP
    Manvi Varshney
    7
    Nehal Parashar-
    Ritika Lalwani-
    Srijan Saxena- 1
    Umang Kejriwa
    Vipul Chahal- 1
    Disney
    Shangh
    Tokyo Californ
    Disneyla ai

    Disney
    Disneyla ia
    nd Disneyla
    nd Adventu
    nd
    re
    1 Oct. 12 Apr. 12 Sep.
    1971 1992 2005

    17 July
    1955
    15 Apr.
    1983
    8 Feb.
    2001
    Spring
    2016
    Around
    Walt
    Disney
    World
    Disneyla
    nd Paris
    Hong
    Kong
    Disneyla
    nd
    the World
    Why Paris, France?
    • A two-year financial plan was
    negotiated with the French Banks
    • Most visited tourist destination 
    • Chosen over 200 potential locations
    Disneyland Paris'
    issues
    • American imperialism
    • “A Cultural Chernobyl” 
    • Poor advertising
    • Ethnocentric behavior
    • Mistaken assumptions
    Improvement efforts
    • Frenchman Philippe Bourguignon
    EuroDisney as CEO in 1993
    • Changes in marketing
    • Price cut 
    • “Authentic” Theme
    • "EuroDisney" to "Disneyland Paris"
    • Now as " Disneyland Resort Paris"
    • Disney became ambitious to
    expand into further countries
    Expansio • Disneyland Hong-Kong
    opened in 2006
    n • Determined not to make same
    cultural mistakes
    Disneyland
    Hong Kong
    Disney took some special steps to
    blend into Chinese Culture:
    • Hired Feng Shui Master 
    • No number 4
    • No Fire Zones
    • Opening date: Sep 12, 2006 –
    Auspicious date in Chinese
    Almanac
    Problems emerge again         ROAD
    TO RECOVERY
    In Paris In Paris
    • In 2005 - On the verge of • Nearby Airport open for low-cost airlines
    bankruptcy • Pumpkin Man
    • Hollywood Themed Attractions

    In Hong-Kong
    In Hong-Kong • Fantasy Gardens
    • Advertisement failure • Red & Gold Chinese Suit
    • Lack knowledge of the Disney • Local Cuisines
    characters
    • Disney Host
    What factors contributed to EuroDisney's poor
    performance during its first year of operations? What
    factors contributed to Hong Kong's Disney poor
    performance during its first year?
    EuroDisney Hong-Kong Disney
    • French visitors stayed away • Park was too small and had little
    • French culture already had their excitement
    own cartoons characters • People lacked the knowledge about
    • Underestimated the cost of the Disney characters
    construction • Manager's lack of knowledge in
    • Manager's behaviour and lack of Chinese culture made them miss
    knowledge on French Culture the mark in their advertising
    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?

    These factors were


    somewhat
    foreseeable. 
    Managers can only
    control these
    factors to a certain
    point. 
    What role does ethnocentrism plays in the story of
    EuroDisney's launch?
    Differences in American and
    European Culture

    American Strategy can’t be


    implemented in Europe

    Similarities in one vertical not necessarily


    means similarities in other verticals
    How do you assess the cross-cultural marketing
    skills of Disney?
    Unawarenes
    s of other
    countries’
    culture
    Insensitiven
    ess towards
    cultural
    differences
    Why did the success in Tokyo predispose Disney's management to be
    too optimistic in its expectations of success in France? In china?

    Main reason for Disney's success was largely due to the fact that
    Japanese people were eager to experience American style theme
    park within their nation. And, since Disney just copied the same
    business model in Tokyo, where they found a lot of success, they
    tried to implement the same in both France and China with
    EuroDisney and Hong-Kong Disneyland resp. They failed to
    overcome cultural differences at both the places.
    Why do you think that the experience in France didn't help Disney avoid
    some of the problems in Hong Kong? Do you think shanghai park will
    benefit as it is open now?

    • The experience of France did not help avoid some problems in Hong-
    Kong as the two cultures are entirely different from one another. 
    • Though there were some similarities as both French and
    Chinese resisted towards the park
    • As now Disney have realised its mistake from Hong-Kong, they will
    be benefitted to open in Shanghai as the culture is same in both the
    cities. They addressed the issues people faced in Hong-Kong and now
    that will benefit them to open a second theme park in China
    Now that Disney has opened Hong Kong Disney and begun work on the
    Shanghai location, where and when should it go next? Assume you are a
    consultant hired to give Disney advice on the issue of where and when to go
    next. Pick three locations and select the one you think will be the best new
    location for "Disneyland X". Discuss.
    They can open new theme parks
    in 
    • India
    • Mexico
    • Germany
    Out of three India is best suited.
    Why?'
    • India’s population is over 1.2
    billion people
    • India’s economy progresses is
    Given your choice of locale X for the newest Disneyland, what are the operational
    implications of the history of EuroDisney and Disney Hong Kong for the new park?

    The Park’s advertising and promotion should be the biggest


    implication in the new country:
    • There are many countries which are still unaware of the
    concept and even the characters of Disney cartoons, so
    major awareness needs to be done before proceeding in
    building the park
    • Once the park is built and customers are in the park then
    the challenge is to have them satisfied as far as fun and
    rides size and keeping the culture and unique features as
    they did it on Hong Kong
    THANK
    YOU!

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