Question 1. What assumptions did Disney make about the taste and preferences of French consumers? Which of these assumptions were correct? Which were not?
Question 2. How might Disney have had a more favorable initial experience in France? What steps might it have taken to reduce the mistakes associated with the launch of Euro-Disney?
In 1955 “Disneyland-Mickey Mouse, Little Mermaid, The World of Dream” was opened in Anaheim, California. It was the first theme park opened in by W. Disney. It promoted heartwarming feelings about living together as one big happy family. The Anaheim Park was an instant success. Its annual attendants were over 10 million and 70% of them are adults. Then, in 1971, the success was repeated in Florida. The Walt Disney Company opened its 2nd park, Disney World in Orlando. At that time its size was 10 times larger than Disneyland. Based on the two theme parks’ success, Walt Disney Company looked its business to Japan and it opened Tokyo Disneyland, its 3rd park in 1983. However, it was different from those former two parks because it had its own Japanese style which was shown through ‘The Disney Sea.’ With the unique Japanese style incorporated with Disney’s own characteristics, it was a successful marriage for Disney and Japan and it proved that the Japanese also have an affinity for Mickey Mouse.
Black, J. S. Gregersen, H. B. The right way to manage expats Harvard Business Review; Boston; Mar/Apr 1999. (retrieved 5.5) http://www.fsa.ulaval.ca/personnel/vernag/eh/F/manif/lectures/Black.htm
Case Study of Euro-Disney (retrieved 6.8)http://stu.cofc.edu/~wecapps/disney.htm
Chu, Jeff. Happily Ever After? Time Europe Magazine. Mar. 25, 2002. (retrieved 5.4) http://www.time.com/time/europe/magazine/article/0,13005,901020325-218398,00.html
International Directory of Company Histories, Vol. 58. St. James Press, 2004. from Funding Universe.com (retrieved 5.4) http://www.fundinguniverse.com/company-histories/Euro-Disney-SCA-Company-History.html
Presidency of the Council of the European Union, European Commission. Employment and Tourism: Guidelines for Action. Nov. 4~5, 1997 (retrieved 5.5) http://ec.europa.eu/enterprise/services/tourism/tourism-publications/documents/luxfinrep.pdf
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