The Not-So-Wonderful-World of Euro-Disney
1- What contributed to the poor performance and the losses of Euro Disney at its first year are: The European families thought that Euro Disney is over-rated and it is like they were promoting American style and culture. Advertising was not well communicated and European people did not get what Disney was trying to convey. They thought that they were emphasizing the size of the park and not the rides. Mickey’s character and his friends was not a successful promotion. Also, families were not willing to pay the high prices of the tickets and the entertainment inside the park. The relationship between Disney and the organization it partnered with was not going well. This caused alienation from the French government. The regional affairs in Eastern Europe and the economic recession contributed to the bad performance and losses. Prices to go to Disneyland, Orlando were cheaper than going to Euro Disney. There was the Gulf War, which caused less travel to Europe. The new democracies in Eastern Europe were a reason EuroDisney was unsuccessful. The Olympics 1992 in Spain were attractions to European tourists. What contributed to the poor performance of Hong Kong’s Disney is: The park was too small and customers were not familiar with the Disney characters, because they were banned for more than 40 years. The advertisement showed the parents and two kids, which had a different impact on the Chinese than was supposed to.
2- The European people felt like Disney was showing off the United States Culture. For Euro Disney to succeed, it should look for what the Europeans want. The promotional strategy that should have been used is the one that thinks about how Disney would affect the Europeans and not showing how big and magical Euro Disney is. Euro Disney began with the management it used in the United States, which did not work in Europe.
3- The cross-cultural marketing skills of Disney did...
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