Disneyland Paris Marketing Strategy Essay

In this essay, the point of interest forget be the market research disaster of Walt Disney Comp any after they open up a Disney greenness in Europe.The Walt Disney Company had experienced a big failure in the theme cat valium business. Having successfully unresolved approximate ranges in the US and Asia, the idea to open one in Europe came natural. The city of capital of France was chosen to host the unexampled theme park. That was the first of many a(prenominal) decisions that led to a very self-defeating opening of EuroDisney.Many factors contributed to EuroDisneys unhealthy performance during its first few year of activity and many of these factors could concur been avoided if the proper research would have been done. The first problem with EuroDisney was that Paris was the town chosen to be this parks home. Paris was the perfect city to build the famous park in firstly because of the demography but the wrong one when it comes to its customs and culture.There were many marketing and operational errors that echoed into the parks unsuccessful opening. For example, EuroDisneys advertising had emphasized Disneys image as an alluring microchip of Americana culture rather than thinking of the French customers.EuroDisneys image-marketing did not explain to Europeans what the theme park was or what attractions it had to offer the European consumer. Advertising was so focused on the size of the park and the glamour slowly it, that this poor marketing outline hurt overall business.1The Walt Disney Company had taken a favorable step towards Japan and driven by their first success on Asian territory considered it limpid to be the same in Europe. The first years in Europe have proved the contrary. A combination of factors contributed to a disastrous start in Paris. The biggest factor contributing to the poor performance was the impuissance cultural adaptation.Disney was build and promoted in Europe as a piece of wonderful America. Everything about the pa rk was American and cultural differences between America and Europe were completely neglected. This resulted not only in cast out experiences by customers itself, but also in a heavy load of criticism from the intellectual surgical incision of France, which traditionally didnt have good relations with Americanism.2Besides the cultural problems, a dance band of secondary factors contributed to the big failure. We must think of customers pockets. The price to enter the park and especially staying at the hotels, was excessively high in the European mindset and customers werent willing to spend this amount of money. As we have already explained, the French culture was not the perfect one to absorb the detail American product, as one other reason is that the English language is still unpopular in France and the American call isnt much appreciated in this case the cultural adaptation went wrong in nearly every aspect.The EuroDisney management team seems to have been poorly informed or have done sounding research on the European culture and market.1The Cultural Barbarism of EuroDisney. 123HelpMe.com. 06 Jan 2013 http//www.123HelpMe.com/view.asp?id=167709 2 IbidemWhen Disney opened EuroDisney in Paris, the park was a symbol of American culture. The cultural adaptation that was necessary to make the park a success didnt cross the mind of the Disney team. The problems Disney encountered when entering Europe with Disneyland were not only because of the fashion of the French, it was the neglecting of (European) culture in general that made EuroDisney a disaster.So, concluding all the arguments the main methodological slip ones mind 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 problem was adapting to culture in general. EuroDisneys entry strategy should have been used memory in mind the customer and the end user of the product, in this case the ordinary Frenchman. The entry s trategy 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 natural 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 monastic order to make this integration successful. 3A new EuroDisney park would not fit in the European pictur e for the same reasons we discussed above the cultural environment, language, spend and entertainment rituals, etc. In any case, the American style and culture shown in Disney should be contract down as much as possible to adapt to any of the European countries in order for it to be a success.3Eurodisney Research Design. 123HelpMe.com. 06 Jan 2013 http//www.123HelpMe.com/view.asp?id=164935