Student: Oana Jarda Master ACIA, an II An 2012-2013 The choice of target markets EuroDisney - an international market research disaster
In this essay, the point of interest will be the market research disaster of Walt Disney Company after they opened a Disney park in Europe.
The Walt Disney Company had experienced a big failure in the theme park business. Having successfully opened parks in the US and Asia, the idea to open one in Europe came natural. The city of Paris was chosen to host the new theme park. That was the first of many decisions that led to a very unsuccessful opening of EuroDisney.
Many factors contributed to EuroDisney's ‘unhealthy’ performance during its first few year of activity and many of these factors could have been avoided if the proper research would have been done. The first problem with EuroDisney was that Paris was the town chosen to be this park's home. Paris was the perfect city to build the famous park in firstly because of the demography but the wrong one when it comes to its customs and culture.
There were many marketing and operational errors that echoed into the park’s unsuccessful opening. For example, EuroDisney's advertising had emphasized Disney's image as an alluring bit of Americana culture rather than thinking of the French customers.
EuroDisney's image-marketing did not explain to Europeans what the theme park was or what attractions it had to offer the European consumer. Advertising was so focused on the size of the park and the glamour behind it, that this poor marketing strategy hurt overall business.1
The Walt Disney Company had taken a golden step towards Japan and driven by their first success on Asian territory considered it logical to be the same in Europe. The first years in Europe have proved the contrary. A combination of factors contributed to a disastrous start in Paris. The biggest factor contributing to the poor performance was the failing cultural adaptation.
Disney was build and...
Please join StudyMode to read the full document