Disneyland Paris Marketing Strategy Essay

In this essay, the point of interest will be the grocery research disaster of Walt Disney Comp all after they opened a Disney b altogetherpark in Europe.The Walt Disney Company had experienced a big failure in the theme park melody. Having successfully opened parks in the US and Asia, the idea to open one in Europe came natural. The city of capital of France was chosen to host the new theme park. That was the first of many decisions that guide to a very unsuccessful opening of EuroDisney.Many factors contri only ifed to EuroDisneys creaky surgical procedure during its first few year of activity and many of these factors could stand been avoided if the proper research would have been done. The first problem with EuroDisney was that Paris was the township chosen to be this parks 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 burnish.There were many marting and useable errors t hat echoed into the parks unsuccessful opening. For example, EuroDisneys advertising had emphasizingd Disneys image as an alluring bit of Americana refinement rather than thought process of the cut customers.EuroDisneys 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 scandalize overall business.1The Walt Disney Company had taken a golden feel towards Japan and driven by their first success on Asiatic territory considered it logical to be the same in Europe. The first long time 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 promoted in Europe as a piece of wonderful America. Everything about the park was American and cult ural differences amid America and Europe were completely neglected. This resulted not only in ostracize experiences by customers itself, but also in a heavy lodge of criticism from the intellectual segment of France, which traditionally didnt have goodly relations with Americanism.2Besides the cultural problems, a lot of thirdhand factors contributed to the big failure. We must think of customers pockets. The price to enter the park and especially staying at the hotels, was too high in the European attendset and customers werent willing to spend this amount of money. As we have already explained, the French culture was not the perfect one to absorb the specific American product, as one other reason is that the English language is lifelessness unpopular in France and the American style isnt much comprehended in this field the cultural adaptation went wrong in just about every aspect.The EuroDisney management team seems to have been poorly informed or have done superficial r esearch on the European culture and market.1The Cultural Barbarism of EuroDisney. 123HelpMe.com. 06 Jan 2013 http//www.123HelpMe.com/view.asp?id=167709 2 IbidemWhen Disney opened EuroDisney in Paris, the park was a symbol of American culture. The cultural adaptation that was infallible to make the park a success didnt cross the mind of the Disney team. The problems Disney encountered when entering Europe with Disneyland were not only because of the behavior of the French, it was the neglecting of (European) culture in general that made EuroDisney a disaster.So, concluding all the arguments the main methodological stray made was the choosing of the place of their park. The first and most striking mistake was not France or any specific country, but the problem was adapting to culture in general. EuroDisneys entry strategy should have been used charge in mind the customer and the end user of the product, in this case the ordinary Frenchman. The entry strategy should have taken into consideration all cultural aspects of their venture The strategy should be conceived after a gross(a) research conducted to help Disney enter the European market.The answer to how the Walt Disney Company should market the destination to potential customers & other stakeholders is partially answered with the quote below As a whole, a move by any company to any foreign market should not be made without an extensive, in-depth study establish on exhaustive research into every applicable aspect of the economy, laws, culture, climate, interests, customs, lifestyle habits, geography, and work habits. This consolidation of differing management practices is typical with any company doing business abroad. However, a great deal of time, patience, understanding, education, and willingness to accept and/or compromise argon needed from all parties involved in order to make this integration successful. 3A new EuroDisney park would not fit in the European picture for the same reasons we discusse d above the cultural environment, language, vacation and frolic rituals, etc. In any case, the American style and culture shown in Disney should be narrowed down as much as viable to adapt to any of the European countries in order for it to be a success.3Eurodisney Research Design. 123HelpMe.com. 06 Jan 2013 http//www.123HelpMe.com/view.asp?id=164935