Disneyland Paris

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International Marketing Final Exam

First Question:
Disneyland Paris was one of Disneyland's Global projects. Please discuss its advantages and disadvantages, and from reading and understanding the case suggest what was/were the mistake/s that Disney committed from the beginning till now.

Answer:

Advantages:
1- New site serving the 67millions population in France and 79 millions of tourists there, as Paris is the most-popular city destination among tourists of all nationalities. 2- 310 million people in Europe live within two hours’ air travel of EuroDisney, and 17 million could reach the park within two hours by car. 3- Famous characters to people in all over the world which have thrills. 4- The high experiences.

5- High average of per capita income of European.
6- Sufficient acreage of land was available for development. 7- French government’s generous incentives.
8- Better demographics than at any other Disney site.

Disadvantages:

1- Europeans are much more independent and value deeply their own cultural habits and traditions. This would require the design of a theme park that is more in keeping with French and European cultural norms. Allow the French to put their own identity on the park. 2- Europeans in general and the French in particular are sensitive about American cultural imperialism. The former Chairman of Eisner was pelted with eggs in Paris, he should have suspected that market entry might not be that easy. 3- French culture has its own lovable cartoon characters such as Astérix, the helmeted, pint-sized Gallic warrior, who has a theme park located near EuroDisney. 4- There are pockets of active dislike of America among Europeans, left over from the 1960s when American firms were investing heavily in Europe. 5- Poor winter weather of northern Europe.

6- Hotel rooms were so high priced.

Mistakes:
1- Entering by FDI mode of entry, it was better to be by JV as it is in Hong...
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