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Summary Case Study

This document discusses Disney's challenges in adapting to local cultures when expanding internationally. It summarizes a case study on Disneyland Paris' early struggles and argues that Disney should adapt more to local European cultures for their 15th anniversary. Disney's initial mistakes in Paris, like not serving alcohol, negatively impacted perceptions for a long time. To be successful internationally, Disney must alter how they position and sell their brand in different markets and cultures. They need deeper research on local consumer wants to provide a better cultural experience for the many nationalities visiting Disneyland Paris.

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Zkkaleem
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138 views

Summary Case Study

This document discusses Disney's challenges in adapting to local cultures when expanding internationally. It summarizes a case study on Disneyland Paris' early struggles and argues that Disney should adapt more to local European cultures for their 15th anniversary. Disney's initial mistakes in Paris, like not serving alcohol, negatively impacted perceptions for a long time. To be successful internationally, Disney must alter how they position and sell their brand in different markets and cultures. They need deeper research on local consumer wants to provide a better cultural experience for the many nationalities visiting Disneyland Paris.

Uploaded by

Zkkaleem
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Name :Kaleem Ullah

Roll No: 70
Class MBA marketing (1.5)
Assignment is on
Summary of the case study along with Questions answers
Case study: The Not-So-Wonderful World of EuroDisney * Things Are Better
Now at Disneyland Resort Paris

Summary
I believe that managers should adapt the resort to more local cultures for the 15th Anniversary in 2007. Even if Disney adapts to
the local culture there is still going to be a sense of the American Disney World in the theme. Disney has expanded to
countries all over the world yet they cannot change the fact that the characters are the same wherever they go. There is
always going to be a Winnie the Pooh and Lion King and cultures all over the world view the American made movies.
However; like mentioned in the case, I believe that even though very little of Disneys core product needs adaptation, they
must focus and change how they position and sell their product in each of the markets. To one market Mickey may mean
something totally different to another. In order to be successful I believe that they do have to alter the way they do things
from country to country and culture to culture.

If they do not adapt to the local culture they could see more financial instability like they did in the past and they may see
less people coming to their parks in Paris. One of the mistakes mentioned in the case was about how Disney did not serve
alcohol in the park when it first opened and how they had to change that to meet the needs of their consumers and even this
minor mess-up was not forgotten by the locals and it took them a long time to get over it.

I think Disney could implement my suggestion by looking deeper into the cultures of the surrounding countries and the
people who travel to the Paris park and research what they want and what would make their experience better. Also, look
into their cultures and figure out how they like to do things. There are numerous countries and cultures that travel to
Disneyland Paris and it is hard to get a grip on who the average consumer is and what they look like. This is where Disney
really needs to meet the needs of numerous culture
Question Answer of the case study
1. What factors contributed to the poor performance of Hong Kong Disneyland and Disney, respectively, during their first year of
operations?
R / The cost of their services in general were very high, in addition to Disneyland is a completely different culture to American
culture and therefore managers should first of all before all make a deeper market research to analyze all what is the culture of the
French.
Q2. To what extent do you consider these factors were: a) predictable and b) controlled either by Hong Kong Disneyland or
Disney's headquarters?
R / In this case will be predictable or controllable given to society we face, what their customs, religion, language, attitudes, etc
.... from that point determine what situation or consequences as a result we get.
Q3. What is the role of ethnocentrism in the history of the launch of EuroDisney?
R / Maybe evaluating the marketing mix was not right, but basically the problem was that Walt Disney Company did not adopt
the needs of Europeans.
Q4. What is your assessment of intercultural marketing skills of Disney?
R / In fact the assessment of intercultural marketing activities leave a lot to think about, like to say something if you do not want
a thing because the force not be placed and American executives to be in Europe with his new Disney-style practically did of the
culture of United States.


Q5. Why the success of Tokyo put to the direction of Disney to be too optimistic in their expectations of success in France? How
China? Explain.
R / The success that has Disney in Japan is that this culture has always been open to cultural exchange which want to extract or
copy the most of everything that there is good and believe that they lack, because Japan lacks a culture business due to his
dedication to work and overcoming that gives way to internal cultural growth, which leads them to be supplemented with
commercial culture that comes from outside. While France is more rooted in their cultures

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