Disney Case study
Topic 1. Based on the written case, summarize/describe the major issues or challenges
facing the marketing team and Disney's management when planning and launching the
new theme park located near Paris.
The marketing and Disney’s management faced a number of challenges when planning and
launching the theme park located near Paris. The main challenges were failure to recognize the
cultural differences. The park was majorly based on American customs and ignored the French
cultures. For instance the policy of banning alcoholic drinks in the park did not sit well with the
French nationals because the French value wines and cannot accept the idea of a meal without a
serving of the drink. The other challenge is to do with pricing of the services, the hotel was $380
which was quite unaffordable for the local market.
Topic 2. Discussion Topic 2: Describe the factors that you have identified as key
contributors to EuroDisney not meeting performance goals during its first year of
operation based on the information provided in the case.
The main issue which contributed to the failure to meet performance goals during the first year is
failure to understand the dynamics of the French families. While their marketing targeted the
local market, EuroDisney did not realize that the European families may not be as willing as
American Families to spend during vacations. More importantly they failed to accurately capture
the statistics of families willing to pay the expensive fees of the park. According to they fell short
of their expectations by 82%. Much of this is associated with expensive Disney tickets and hotel
accommodation which was way above the French vacation expenditure. Another reason for
falling short of their performance expectations is the culture difference in that the park had a lot
of American cultures as compared to European cultures. The cartoon characters in the park were
more popular in America than in France
Topic 3. Who did the Disney marketing team determine was their target market when they
launched EuroDisney? How did this target market respond to the new theme park?
(Describe the target market in detail).
The French visitor or the local market was the targeted market who were expected to make up
50% of the visitors. This market did not respond as expected. This is mainly because the park
was not initially perceived an attractive park was much interpreted as an intrusion. The people
were more concerned with the people and businesses that were evacuated to create space for the
park. More importantly, the park did not capture the target market cultural values. For instance
the ban on alcoholic drinks in the park was against the French value of Wine. Additionally, the
park was themed with American cultures especially the main characters displayed in the park
were less known to the French market.
Replies
Reply to Angelica Topic 4
I agree with you that EuroDisney would have faced similar challenges in any other European
country because European countries have nearly similar cultures. The challenges were mostly
caused by poor knowledge of the target market and cultural constraints. I understand that the
Disney characters were less known in Europe at the time as they were appreciated in the U.S.
This way the park would face similar resistance if it offered same services. Similarly the Gulf
war of 1991 equally affected the European countries and thus it would be challenging to afford
the Disney services anywhere in Europe for middle and low income families.
Reply to Amanda Perez Topic 2
Hello Amanda,
It is true that EuroDisney did not conduct a comprehensive geological study of the target market.
The expected 50% of French visitors was not achieved because of failure to recognize the local
cultures. The park prioritized American culture over the local culture. If I was French and faced
with the same situation I would feel less motivated to visit the park considering I am not well
versed with the characters such as mickey mouse and Donald.
