[经管营销]Case Analysis-euro disney.ppt

Case Analysis Euro Disney Until 1993, how many DIsneyland were built? Four California, Florida in USA Tokyo in Japan Paris in France Operating situation Tokyo Disneyland opened in 1983 was immensely profitable Disneyland in USA were less successful than Tokyo Euro Disney was the company’s first real financial disappointment What will you consider when you plan to build a theme park? Experience Location Population Stay time Infrastructure Weather Park attraction The initial plan Based on success in Japan and USA, the company wanted to make Euro Disney the most lavish project Over 200 locations selection, final Paris based on two points: European’s biggest magnet for tourism, huge population can get very quickly European vacation habits study: 5 weeks VS 2-3 weeks in USA: longer vacation means more time French government provide rail access and infrastructure improvement: downtown Paris to park within 35 minutes Cold and wet weather in Paris: waiting areas and moving sidewalks built to protect visitors from wind, rain and cold Park attractions based on Frenchman Jules Verne’s science fiction, a theater feature a movie on European history, English and French languages use, a multilingual staff CEO: a US citizen with extensive ties to France Wine and other alcohol beverages would not be served Company structure Big plan Big Plan Euro Disney was the cornerstone of a huge real estate development Disney design and build everything itself With the success of park operation, Disney will sell off the completed properties at a large profit What are the problems? 1, management hubris 2, cultural differences 3, environmental and location factors 4, French labor issue 5, financial and initial business plan 6, competition from US Disney parks 1, management hubris Assumption: European public’s big appetite for American imports (based on the success of Big Macs, Coke, Hollywood movies) Reality: French are more resistant to American cultural imperialism Disney’s