Disney in France

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Disney in France

Cynthia Cerbone

International Business MW ~ 2 - 3:15

January 23, 2011
1. What assumptions did Disney make about the tastes and preferences of French consumers? Which of these assumptions were correct? Which were not?

Between the other cultures among the world many perceive tastes and preferences in different fashion. For Disney and their empire placing themselves in French territory released a debacle of cultural differences. Disney indeed made assumptions on French consumers that in reality backfired on the corporation. The operational errors of Disney serving no alcohol at the park set a dispute to a country that is familiar with alcohol in all occasions. They also misjudged European style of food and times of the day to eat, that lead to unsatisfied customers trying to eat breakfast or lunch. They assumed that Europeans don’t eat breakfast that often and provided food venues that didn’t offer enough space for the demands. They also assumed that Europeans are more accustomed to croissants as a breakfast rather than bacon and eggs, which was what they really desired. Disney also made assumptions on Europeans that they would be more likely to come to the park on a Friday than a Monday. Disney was once again proved wrong. With all the assumptions that Disney made upon the European culture, all of them backfired on Disney. Not one assumption made about eating or drinking habits satisfied the French consumers.

2. How might Disney have had a more favorable initial experience in France? What steps might it have taken to reduce the mistakes associated with the launch of Euro-Disney?

Disney may have generated a more favorable initial experience with France if they took more time in preparation and get to know the European lifestyle. Disney misjudged the behavior of France with background knowledge of what they assumed. They could have conducted consumer-testing trails or surveys to better prepare for the different culture. Disney...
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