Marketing Management- Disney Case

The Question
What changes would you recommend in Euro Disneys management, marketing and operations in 1994-1995?


The Answer

Mistakes do During Planning

Planners found their judgment about potential activities and financial returns based on experience from previous parks.
Using outside domain eccentrics to infer conclusions about success of European parks is a mistake because of cultural differences in the following fields:
notes spending habits.
Recreational time habits.
Inter-personal relations. Less friendly hosts.
Geography. When freeing to an American or Japanese park, far-away people drove or flew inside their own country, while European population had to plunder international borders, which is not always as simple as just driving there.
Transportation. Better transportation unneurotic with smaller distances caused more people not to stay in parks hotels, instead coming to the park for shorter periods.
Previous reasons are applicable to both American and Japanese example parks.
In addition, American parks could not be used as an example because they were planned in the U.S. and developed from inside. Most planners, it should be believed, were innate Americans who understood local horticulture and could use this knowledge to change offe chromatic entertainment to the needs.



While French park was planned
fundamental contributor to success of Japanese park was perception of Japanese population of American culture. Just as Asian culture is though as an exotic in western countries, U.S. is comprehend in the same light by Japanese population, particularly teenagers.
Cultural differences are so great, that management had to keep traditionalistic Japanese restaurant in the park and make an apology about that.
In addition, historically, there is a tension betwixt American and European cultures. They were always rivals on may levels and did not want to mix be mixed. This should have raised red flag for original planners of Euro Disneyland.


Analysis

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