Case Study：Disney in France概要1.pptVIP

Disney’s cultural disaster;What factors contributed to Euro Disney’s poor performance during its first year of operation?;What factors contributed to Hong Kong Disney’s poor performance during its first year? ;To what degree do you consider that these factors were (a) foreseeable and (b) controllable by Euro Disney, Hong Kong Disney, or the parent company, Disney? 1.Managers depend so much on the experiences in US and Japan, neglect the local conditions in France, pay no attention to opinions of employees from France. 2. Wrong instructions lead the program of EuroDisney into crises, and the mode from Florida is introduced and copied to France. ;What role does ethnocentrism play in the story of Euro Disney launch?;How do you assess the cross-cultural marketing skills of Disney? ;Why did success in Tokyo predispose Disney management to be too optimistic in their expectations of success in France? In China? Disneyland business has been very successful. Japan Disneyland is more breathtaking. Disney Company had even no capital investment. It just guided the ORIENTALLAND Company to build and operate Japan Disneyland only. And it can Take out certain proportion. ; Why do you think the experience in France didn’t help Disney avoid some of the problems in Hong Kong?;(1)The cultural differences. ;(2) Overpriced This is an important factor both in France and Hong Kongs failure factors. No combination of the actual price level of the country, blindly set by higher prices, visitors can not accept and move on to other amusement points. ;(3) Marketing measures undeserved ;Now that Hong Kong Disney is up and running, will the Shanghai development benefit from the Hong Kong experience? ;Thank you