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In: Business and Management

Submitted By rforeman2
Words 854
Pages 4
Randi Foreman
International Marketing
Professor Gray
June 28, 2015
Case 2-1 The Not-So-Wonderful World of EuroDisney With Walt Disney and the Disney parks being so popular, you would think that the one built in Europe would have been a hit. During its first year of operation, EuroDisney didn’t succeed at all. Disney didn’t do their research and lacked cultural awareness which was their major downfall and the reason for their performance. EuroDisney was built just like the American Disney parks and failed to accommodate to Europe and their culture. For example, the pricing was all wrong, they banned alcohol in a place that likes to drink wine, and they thought that Europeans didn’t enjoy breakfast so they cut back on their serving. Being more culturally aware of the Europeans likings could have easily made this park a success. The exact opposite thing happened in Hong Kong though. Disney did their research and was culturally aware but everyone was just disappointed because Disney failed to make their park stand out from all the other amusement parks in China. Many things could have been foreseeable and controlled by just simply being culturally aware. Disney would have found that Europeans love their wine and breakfast, that they already have their own cartoon characters, and that Europeans don’t tend to vacation as long as Americans do. All of those things could have been easily controlled and made their park a success. The only thing that couldn’t have been controlled or foreseeable was the Airfare war going on at that time. The problem with EuroDisney was that when it opened it was with an American theme. Europeans believed that their culture and cartoon characters were better than Americas. Europe also didn’t believe in taking long vacations like I previously stated. Europe’s culture is much different than America and even Japan so building a park in...

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