Eurodisney

1) What factors contributed to EuroDisney’s poor performance during its first year of operation? What factors contributed to Hong Kong Disney’s poor performance during its first year? The factors that contributed to EuroDisney’s poor performance during its first year of operation were their lack of knowledge of their target market and the fact that they did not realize that the target market consisted of more than one culture. Disney tried to force feed American culture with a mixture of what they thought the Europeans would enjoy. By using American characters and the American attitude on ideas such as design, price and experience they were bound to fail; At Hong Kong Disney failed the first year due to their ignorance of the culture again and the fact that they didn’t introduce the American characters to the Chinese. Disney also didn’t seem to put much work into their creation of Hong Kong Disney, giving them only “16 rides compared to Disneyland Paris’s 52 rides.”

2) To what degree do you consider that these factors were (a) foreseeable and (b) controllable by EuroDisney, Hong Kong Disney, or the parent company, Disney. These factors should’ve been foreseeable to everybody else except the owner of Disney because he was starting to believe that everything he touched was a masterpiece. These factors were definitely controllable if they would’ve research and received help from an outside source with knowledge about different cultures.

3) What role does ethnocentrism play in the story of EuroDisney’s launch? In EuroDisney’s launch Disney attempted to create another Disneyland through the belief that Europe wanted their very own piece of “Americana” without respecting European cultures. Disney should have been more versatile, and asked the consumers what they wanted and needed.

4) How do you assess the cross-cultural marketing skills of
Disney? The cross-cultural marketing skills of Disney were lacking. They weren’t sensitive to the French,