Euro Disney

1. What factors contributed to EuroDisney’s poor performance during its firs year of operations?

• The high cost of an overnight stay at a nearby hotel
• The French had their own cartoon characters and a theme park located near EuroDisney
• Transatlantic flights were inexpensive and people were vacationing at Disney World in Orlando
• Poor weather conditions
• Spain held the World Fair in Seville and Barcelona was home to the 1992 Olympics which took tourists to areas other than Paris.
• EuroDisney's marketing did not explain to Europeans what the theme park was or what attractions it had to offer the European consumer
• Advertising was focused on the size of the park and the glamour behind it, that this poor marketing strategy hurt overall business
• The marketing strategies of the United States were used in France and it backfired when the French visitors stayed away from the park
• Cultural differences

2. To what degree do you consider that these factors were foreseeable and controllable by either EuroDisney or the parent company Disney?

Some of the factors listed above were foreseeable and controllable.   I think more research should have been conducted before making the final decision on the Paris EuroDisney location. Since Paris had their own cartoon character and theme park nearby, research should have been done to see how Mickey and friends would have been received.   The French culture should have been studied more.   Since the park would be located in France, what would attract the French to the park? How would EuroDisney compare to their own and how would it be received?  

Of course, some thing weren’t foreseeable or controllable. For instance, the weather, the price of air fare.   I’m sure the developers were aware of the world fair and the upcoming Olympics and probably thought France would receive some of the tourism from those events.

3. What role does ethnocentrism play in the story of EuroDisney’s launch?
Ethnocentrism was a...