...------------------------------------------------- THE NOT-SO-WONDERFUL WORLD OF EURODISNEY Things Are Better Now at Disneyland Resort Paris February 16, 2014 mktg 417 WIU February 16, 2014 mktg 417 WIU JULIA BIDDENSTADT & TAYLOR SMITH JULIA BIDDENSTADT & TAYLOR SMITH 1. The major factors that contributed to EuroDisney’s poor performance was the lack of market research and cultural awareness. EuroDisney was built just like American Disney parks, without giving though to cultural differences. American characters were used, instead of French cartoon characters. Disney banned alcohol in a culture that enjoys drinking wine. Everyone showed up for breakfast in the mornings, when Disney had cut down their serving because they were erroneously informed that Europeans do not eat breakfast. Pricing strategy was not accomplished correctly. Many Europeans would not pay the prices that EuroDisney was charging. In addition, Europeans do not vacation as long as Americans do. Other factors were the transatlantic airfare war and currency movement. This made it cheaper to go to Disneyland Orlando than EuroDisney. In addition, the park opened during the Olympics in Barcelona, and the World’s Fair in Seville. Hong Kong Disney had the exact opposite problems. Disney did its research and tried to make the park fit in with its surroundings, and guests were disappointed. The park was very small, and visitors thought it was just like all the other amusement parks...
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...1. The first year of Eurodisney in Europe was disastrous for many reasons. Actually, the first one could be the weather. People who are going on vacations to have a good time, but more importantly to enjoy the weather. People in Europe or from everywhere are not going to vacation at a spot where the weather is going to be irregular; they choose a place where they have more chances to enjoy the journey. France get cold in the winter, therefore going to Disney World in Orlando would be more logical. It will be cheaper and the weather is going to be decent for whenever you choose to go. Secondly, European and other people haven’t got the same Fairy-tale culture. In France, they have their own characters and stories. Maybe it’s because of that Mickey did not create reason or attraction enough for the European community, unlike at the sister theme park Tokyo Disneyland. The diffenrence of price could be also a reason of this failure. For example, if we compare how much can pay a French and a Japanese family to enjoy a whole day in family in Eurodisney, the gap is really big ($280 and $600). The macro-environmental scanning of namely, the political, the cultural, and the economic aspects of Europe had been grossly miscalculated. They definitely had to change their way of seeing European people like American people and adapt Eurodisney to the European culture. For the Hong kong one, I think the most important thing is that the designers didn’t create the park as the population...
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...Euro Disney SCA formally launched its theme park to Europeans in April 1992 near river Marne, 20 miles East of Paris. It was the biggest and most lavish theme park that Walt Disney had built bigger than any of its Disney parks around the world. The location was chosen over 200 potential sites in Europe from Portugal through Spain, France, Italy and Greece. Disney Management expected Europeans to receive the theme park in the same behavior that their Japanese counterparts for Disneyland-Tokyo did for Mickey Mouse and other famous Disney characters but, in 1992, amount of visitors reached only 9.2 million and spent 12% less on purchases than the estimated $33 per head, and the projected attracting 11 million visitors and operating of S100 million during the first year of operation became a loss of $900 million by summer of 1994 since opening. Development Crisis looms and rescue was put on October 1994. The park's name was officially changed from Euro Disney to "Disneyland Paris", in order to more closely link the park with the romantic city of Paris, and to disassociate itself with the poor reputation that has become linked with the phrase "Euro Disney". The tide turnaround in 1996, Disneyland Paris became the most visited tourist attraction in France with 11.7 million (increase 9% from the previous year), being one of Europe's leading tourist destinations. Later entering Hong Kong, although, Disney was determined not to make the same cultural and management mistakes in China that...
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...The Not-So-Wonderful World of EuroDisney: a cultural lesson by Emilio González Introduction This paper introduces some thoughts about the Disney strategy choosing the place for its European park and about the beginnings of its operations; in some way related to cultural factors. It constitutes a personal answer to a case study placed in the book "International Marketing" 13/e by Philip C. Cateora and John Graham, McGraw-Hill 2007. Factors that contributed to Euro Disney's poor performance during its first year of operation. There are several different in nature factors that joined together and contributed to a disastrous beginning of operations. Most of them were management mistakes and others, although external factors, if considered, could have result in different management decisions leading to a better start. In my view these are the most important ones: The timing. EuroDisney opened in 1992, just when two other international events had place: the Olympics games in Barcelona and the World's Fair in Seville; both in Europe and relatively close to Paris. It's obvious that been unrepeatable events, available only for a certain limited amount of time they were a strong competition. A huge amount of people choose attend to these events instead visiting EuroDisney. Suffice it to say that more than 40 million people visited the Seville Expo during the 6 months it was open (versus 9 million EuroDisney visitors accounted for 1992 all year around). To add insult to injury...
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...Case 2-1: The Not-So-Wonderful World of EuroDisney – Things Are Better Now at Paris Disneyland 1. What factors contributed to EuroDisney’s poor performance during its first year of operations? What factors contributed to Hong Kong Disney’s poor performance during its first year? Europeans failed to “go goofy” over Mickey in part because of the high prices of the theme park and nearby hotels. Families were reluctant to spend the $280 a day needed to enjoy the attractions of the park, including the food. Staying overnight was out of the question for many because prices ranged from $110 to $380 a night, and $340 to $380 a night at better hotels. Other factors that contributed to poor performance were unforeseen transatlantic airfare wars and currency movements, causing visitors to go to Disney World Orlando for vacation. EuroDisney successfully alienated many European visitors with its iconic American feel at EuroDisney. Many Europeans were put off by the Disney characters which they felt reflected only traditional American Disney characters, not European characters. Disney management’s conviction that it knew best what Europeans liked proved insensitive to the local culture. 2. To what degree do you consider that these factors were (a) foreseeable and (b) controllable by EuroDisney, Hong Kong Disney, or the parent company, Disney? The reluctance of visitors to stopover at EuroDisney due to high prices of the theme park and nearby hotels...
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...CASE 21 The Not-So-Wonderful World of EuroDisney*—Things Are Better Now at Disneyland Resort Paris BONJOUR, MICKEY! In April 1992, EuroDisney SCA opened its doors to European visitors. Located by the river Marne some 20 miles east of Paris, it was designed to be the biggest and most lavish theme park that Walt Disney Company (Disney) had built to date—bigger than Disneyland in Anaheim, California; Disneyworld in Orlando, Florida; and Tokyo Disneyland in Japan. Much to Disney management’s surprise, Europeans failed to “go goofy” over Mickey, unlike their Japanese counterparts. Between 1990 and early 1992, some 14 million people had visited Tokyo Disneyland, with three-quarters being repeat visitors. A family of four staying overnight at a nearby hotel would easily spend $600 on a visit to the park. In contrast, at EuroDisney, families were reluctant to spend the $280 a day needed to enjoy the attractions of the park, including les hamburgers and les milkshakes. Staying overnight was out of the question for many because hotel rooms were so high priced. For example, prices ranged from $110 to $380 a night at the Newport Bay Club, the largest of EuroDisney’s six new hotels and one of the biggest in Europe. In comparison, a room in a top hotel in Paris cost between $340 and $380 a night. Financial losses became so massive at EuroDisney that the president had to structure a rescue package to put EuroDisney back on firm financial ground. Many French bankers questioned ...
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...Test. This is a test paper so I can make an account of this wonderful website. I hope this works because I really need to see an example to see exactly how I am supposed to do my individual assignment. Test. This is a test paper so I can make an account of this wonderful website. I hope this works because I really need to see an example to see exactly how I am supposed to do my individual assignment. Test. This is a test paper so I can make an account of this wonderful website. I hope this works because I really need to see an example to see exactly how I am supposed to do my individual assignment. Test. This is a test paper so I can make an account of this wonderful website. I hope this works because I really need to see an example to see exactly how I am supposed to do my individual assignment. Test. This is a test paper so I can make an account of this wonderful website. I hope this works because I really need to see an example to see exactly how I am supposed to do my individual assignment. Test. This is a test paper so I can make an account of this wonderful website. I hope this works because I really need to see an example to see exactly how I am supposed to do my individual assignment. Test. This is a test paper so I can make an account of this wonderful website. I hope this works because I really need to see an example to see exactly how I am supposed to do my individual...
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...- 10:00 p.m., and Sunday from 11:00 a.m.- 2:00p.m. Known for its wonderful oysters and steaks, Fezzo’s is always a favorite for many. The location attracts many tourists also. It is right by the I-10 West exit. Many people come from around the country to try Cajun cuisine, and Fezzo’s fixes that desire for many. Fezzo’s has wonderful food and service, but some of the prices are too expensive. One main reason people go is because of the wonderful food. Fezzo’s serves a variety of food. One of the things it is known for is of course their steaks. This steak is not like anyone one has have ever had before. It is very tender and juicy. The meat is so tender that one does not even need a knife to cut the steak. One could also order the wonderful crab cakes. These crab cakes are stuffed with real crab meat and sautéed onions and bell peppers. These delicious crab cakes will have your mouth melting for more. Fezzo’s also has a variety of salads such as, the chef salad, the grilled or fried shrimp salad, and the grilled or fried seafood salad which one can add the fresh crabmeat on top of the salad if you would like. One can also try their famous, homemade bread pudding. This mouth-drooling desert is loved by many people who come to the restaurant. This might just make you melt with how hot and this desert is. The delicious food is not always what people keep coming back for. A lot of people come for the wonderful service. The waiters and waitresses always have a smile on their face...
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...Coming to Toronto is something you won't regret. There are so many interesting places to visit, hundreds of luxurious hotels, and beautiful restaurants. You will never become bored when you’re here,because there is always something to do and see. If you want to have a good food with a trusting cook, then the restaurants in Toronto are for you. There are also many wonderful hotels here that you would love. One of the most fulfilling and energetic places to visit is Toronto Canada. The Thompson, Toronto Hotel is a luxurious places to visit with all sorts of things to do. Visitors will enjoy the modern room and the rooftop bar(“Thompson Toronto”), and it's only 1.5 km from the Rogers center and The CN tower.(“Thompson Toronto”) The Thompson was voted on a Travelers top Hotel award in Canada, so the hotel must be good.(“Thompson Toronto” Encyclopaedia Britannica) The guest can also look at a wonderful view from the rooftop.(“Thompson Toronto” Encyclopaedia Britannica) With being so close to some attractions, the guests will definitely enjoy the view from the roof....
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...The Most Wonderful Time of the Year Throughout the year, we celebrate different kinds of holidays, but Christmas is much different than any other holidays. Christmas Day i s the most celebrated holiday in my family because we enjoy our time together as a family, eat special kinds of food and give and receive all kinds of gifts. First things that makes Christmas so wonderful, is seeing our loved ones getting together to enjoy the holiday. Each year on Christmas Eve, my extended family gather s at my uncle’s place to celebrate the holiday. We usually stay up all night talking story and wrapping gifts to the next morning. The time I share with my family is the time we talk about old stories we had in our lives throughout the year. That moment when I put on my lovely smile to have my photo taken with the entire family is a memorable one. The opportunity to see each in the family that I never get to see throughout the year, is such a special moment. Christmas time is fun to enjoy the company of my family. Another thing that makes Christmas so wonderful is having to eat all the different kinds of food that I could possibly have. Traditionally, my family prepares the food throughout the day and we would have our family dinner in the evening. Preparation of the food in itself is so much fun. My cousins and I would be the selected ones to help prepare the imua pig while my sisters and her cousins are busy baking sweet cakes and cookies...
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...According to Hill, J.(2008:75) that the roots of competitive advantage is strategies, the root of strategies is distinctive competencies, the roots of distinctive competencies are resources and capabilities. Competitive advantage lead to superior profitability. So, talking about competitive advantages means about strategies, distinctive competencies, capabilities and resources. There are two types of competitive advantages: differentiation and cost leadership. All of them are effected by four factors: superior quality, superior customer responsiveness, superior efficiency and superior innovation. First of all, Apple have good researches and developed department (including Jobs, S.) which lead to good production. Beside that, Apple also have wonderful marketing, sales department. Every Apple’s products launching give customers eager not only by the quality of products, it also by the power of marketing. Lastly, they also have a wonderful customer service department. All of them combine to make huge profit for Apple with a lot of loyalty customers to. So, it is clear that Apple has a very good capabilities and resources. It builds to distinctive competencies. Moreover, Apple have chosen differentiation strategy, so they try to make different products with others means their strategy give them another competitive advantage. Take a look at four factors affect to competitive advantage, it can be seen that all of Apple’s products have very superior quality and innovation. For example...
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...HAVE A WONDERFUL EVENING HERE ON THIS NIGHT WITH THE PIRATE QUEEN Have you ever wondered what would transpire if Mulan was dropped in 16th century Ireland? If you have, come out and see Lees Summit High School’s production of THE PIRATE QUEEN. As soon as you walk through the door you are transported to an entirely different time and place. The ship near the doors to the theatre and the concession stand covered in Pirate trinkets set the mood before you even get in the theatre. Alain Boubil, Claude-Michel Schönberg, John Dempsey, and Richard Maltby Jr. wrote THE PIRATE QUEEN. The show debuted in Chicago on October 3rd, 2006. Lees Summit High School’s THE PIRATE QUEEN marks the first amateur production of the show in the United States. As soon as Grace O’Malley (Kirsten Myers) takes the stage she makes it her own. She uses the stage to her advantage very well and blasts everybody away with her heavenly voice, especially during her song, “Woman”. Her strong and independent character never wavered, shining for the entire show. Tiernan (Jeffery Burrow) is a wonderful dramatic actor. His larger than life composure is portrayed very well and almost never breaks. His voice is able to fill the entire theatre with ease and...
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...unpleasant hair, massage their skin, and so on. Here are the best beauty gadgets for men and women, that can be found in the shops these days. Karmin G3 salon professional 1'' flat iron Any woman definitely needs a flat iron, and one of the best products available on the market these days is Karmin G3 salon professional 1''. The unit is sleek and stylish, and has a streamlined exterior. Do tue its infrared heat and micro-porous technology, the device will straighten very well your hair, without damaging it, no matter how often you use it. Furthermore, it will be super smooth and with a wonderful shine. Karmin G3 salon professional 1'' flat iron does a wonderful job, no matter the hair type, and it is without a doubt a must-have device for women all over the world. Panasonic ES-RF31 wet&dry electric shaver...
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...December 2013 The Wonderful Wizard of Oz A fairy tale is a kind of folklore or fable that has magical elements within the story, exhibited through the characters or the sequence of events. Fairytales contain magical elements that could include wizards, monsters, talking animals, or even magical helpers. Not only do fairytales contain character archetypes, but they also include situational archetypes such as quests, impossible tasks, or the triumphs of the poor. Although all fairytales have different plots, they are all extremely similar to each other due to the common motifs and archetypes that are present in all fairytale stories. To determine whether a story is a fairytale or not is incredibly easy because one can easily discover numbers of motifs and archetypes that are exhibited throughout the story. The Wonderful Wizard of Oz by L. Frank Baum is a story about a girl named Dorothy who is sent to fulfill arduous tasks and lengthy quests in order to find her way back home. As she tries to find her return home, she has many rough encounters with evil but is assisted by various characters and eventually returns home safely. The Wonderful Wizard of Oz would be considered a fairytale because of the common motifs and archetypes that are present and consistent throughout the story. The motifs and archetypes in the story are the hero, the trickster, the talking animals or objects, the glorified human strength of kindness, and the guardian. The hero archetype in The Wonderful Wizard of Oz...
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...Hour Mr.Koch Film, Lit. and the Media “Just a childrens story or something deeper?” is the question that’s on the minds of many when discussing the classic novel, “The Wonderful Wizard of OZ”. The heart of the book involves a “Brainless” Scarecrow, a “Heartless” Tinman, a “Cowardly” Lion, a “Bad” Witch, a “Good” Witch, a wizard deemed as The Great Oz and a little girl named Dorothy who just wanted to get back home. All aspects that would make you believe it to be just a children’s story and nothing more right? Wrong! When author, L. Frank Baum created The Wizard of OZ maybe he had something else up his sleeve; a deeper meaning. The Wonderful Wizard of OZ was written in the 1900’s during the collapse of the populist movement. Making it to believe that, The Wonderful Wizard of OZ is nothing but a Political Allegory. It was reported that author Frank L. Baum was a political activist in the 1890’s who showed a great deal of interest in the question of “gold and silver”. The question of Gold and Silver being whether or not both silver and gold should be used as currency ( Bryan’s side) or the economic account being based on a fixed quantity of gold (the Republicans side). To put the controversy in a simpler form; you had two sides, “free silver” (Bryan) and “sound money” (Republicans). In Baums’, The Wonderful Wizard Of OZ, the “Yellow Brick Road” would represent the Gold standard and the silver slippers; most commonly known as ruby slippers in the film version, would represent...
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