Euro Disney Essay

IntroduccionThe Walt Disney Company, is an American multinational corporation located in Burbank, California. It is the largest media conglomerate in the world in terms of revenue. Disney was founded on October 16, 1923, by Walt and Roy Disney and established itself as a leader in the American animation industry. Disney has created new divisions of the company in order to market more mature content than it typically associates with its flagship family-oriented brands.The company is best known for the products of its film studio, the Walt Disney Studios, and today one of the largest and best-known studios in Hollywood. Disney besides owns and operates the ABC broadcast television network cable television networks such as Disney Channel, ESPN, A+E Networks, LifeTime and ABC Family publishing, merchandising, and theatre divisions and owns and licenses 14 discipline parks around the world. It also has a successful music division. The company has been a component of the Dow Jones Indust rial Average since May 6, 1991. An early and well-known resume creation of the company, Mickey Mouse, is the official mascot of The Walt Disney Company.Focused on Euro DisneyEuro Disney S.C.A. is the company that owns and operates Disneyland capital of France inMarne-la-Valle, France. 39.78% of sh atomic number 18s are held by The Walt Disney Company, 10% by the Saudi Prince Alwaleed and 50.22% by separateshareholders. The stock is traded on the Euronext Paris exchange. Disneyland Paris comprises Disneyland Park, Walt Disney Studios Park, Disney Village, and seven on-site Disney Hotels. Val dEurope is a new residential and shopping development. Another seven hotels/residences keep up been built notfar from the two Disney theme parks on land held under Euro Disney SCAs lease, including properties from companies such as Holiday Inn, Kyriad, MyTravel and Radisson Hotels. The Resort is a result of an agreement signed on 24 March 1987 between The Walt Disney Company and the French Aut horities for the development of a new touring car destination, and crook began within a year. Since opening on 12 April 1992, the Resort has created more than 30,000 jobs (both directly and indirectly) in the region to the east of Paris. Today it is the number one tourist destination in Europe with 14.5 million visits recorded for Financial Year.Offers/SuggestionsThere are many companys which offers many packs for families. Below some examples.EsayjetEsayjet offers the best prices on Paris Disney bowl deals and get away on a Paris Disney Area holiday for slight. easyJet Holi days has a fantastic range of prices and offers with a selection of easyJet flights and Paris Disney Area hotels available.http//holidays.easyjet.com/france/paris/paris-disney-area-holidays.htmThomsonThomson gives you the opportunity to cutomize your trip Accommodation in a Disney Hotel including breakfast Tickets for both Disney Parks for each day Access to Free Fastpass service for either member of your p arty Cut down the queuing time at the most popular attractions Extra Magic Hours Get access to the Disneyland Park up to 2 hours before regular Park openinghttp//www.thomson.co.uk/editorial/features/disneyland-paris.htmlHotels inside the cheer ParkThere are many opptions for accomodation indide the park. In total there are 14 hotels. Some examples as followsDisneys Newport Bay ClubAt Disneys Newport Bay Club, enjoy all the style and charm of the late nineteenth Century New England seaside, right on the waters of Lake Disney.Disneys Hotel Santa FeDisneys Hotel Santa Fe offers you a taste of the monumental landscapes of Americas second West, along the legendary Route 66.Disneyland HotelIf you you asked for the best. Disneyland Hotel offers the ultimate in Disney quality, service, hospitality and location Its right at the entrance to Disneyland Park.LocationEuro Disney is located in France (Paris).France is the largest country in Western Europe and the third-largest in Europe as a w hole. It possesses the second-largest exclusive economic zone in the world. France has been a major power with tender cultural, economic, military, and political influence in Europe and around the world. France is a developed country,possessing the worlds fifth-largest and Europes second-largest economy.Questions A1) What did Disney do wrong in its planning for Euro Disney?EuroDisney made different financial strategic mistakes .Taking into account the studies predicting the good economic panporama The growth would be very fast, which means good benefits for the region. But the worldly concern was very different, It means the prediction was wrong. Maybe the will need to made two or more financial Studies befote taking a desition.Another of his errors was the European habits which had changed.From the American experience the mettlesomeest assitance would be on fridays, the opposite occurred. The company had difficulties planning the number of workers for those days.Another operatio nal errors was the computers of the hotels. EuroDisney was based on that customers spent several days in the park. The reality was very different, customers arrived very early in the morning to spend the day in the park and get to the rooms at iniquity to leaving the next day. Queues to pay dragged on the grounds that there was only one computer. They had to install several computers addicionales to reduce queues.2)What recommendations would you make to Disney to deal with the problems of Euro Disney?EuroDisney uses Other Strategies to do work the Problem of the SituationName change to Eurodisney Disneyland Paris, so well adapted to European tastes and give a disastrous change in customer care. with the emphasis of recognizing Paris, executives capitalize on the proximity of the park to the French capital.Keeping costs and increase revenues decreased 8.6% of its labor potential. In response to criticism of high ticket prices and hotels EuroDisney decided to introduce offers and n ew prices for hotels in low SeatonDisney company changed its marketing philosophy to attract customers from other countries such as Israel and Africa. Instead of crack the park as a holiday destination3)What lessons can we learn from Disneys problems with Euro Disney?Misunderstand food habits and customs of Europeans. They learned that for foreign market, it is necessary to leave a comprehensive study of thecustoms in that country which they did not do.These results obtained in human resources can help l from this process and this be relevant everywhere in the world.The food market must require a study of economics, rights, culture, climatology, interests, customs, lifestyle, geography, work habits etc..Questions B1.How should the park differentiate itself from the competitive treta posed by the growing number of European amsusement Parks? The main and most important reason is that it is the only amusement park in Europe related to Disney. In my point of view it would be importan t to provide prices, packs, etc. for children under 7 years, for example, for birthdays, facilitate price, queues etc Finally renovation, uptades or new attractions design quite often.2. What posterior marketing strategy should be pursued in the face of the changing competitive environment? A marketing strategy that positions Euro Disney as a affordable, richly equipped and multicultural park rather than just an American import. This can be done through the followingImplementing more aspects of European culture and less American culture.Signs and ads should be multilingualFood and drinks should be fitting for European tastes.Characters and casts should be more presentable to French culture in specific and European in general.Euro Disney is for Europe and not a form of an Americanized location in Europe.3. What branding-strategy decisions are relevant?When it comes to the branding strategy, the image of Disney as a brand inescapably to be maintained as an amusing and incredible ex perience for everyone. However, again it should be directed in a way to fit the European perceptions of Amusement parks and not the American style. Plus the brand should have the attribute of being the worlds best amusement park provider by displaying the success it has in the U.S.A and in Japan. Meaning that you can have the thrill and experience that Disney as an organization offers you but in Europe.4. What can be done to make meliorate use of underutilized resources (such as the Hotels) while increasing the profitability of well-patronized facilities?On the short term the most sensible idea is to have a well-fit price for the occurrent economic situation in Europe. Disney Europe can offer packages and promotions for visitors based on the seasonality and demands of the European consumers. A combination of promotional packages can help throw out the number of visitors who will find it more appealing to go to Euro Disney rather than any other park because it has a combination of facilities at a fair price.ConclutionDisney wanted to Americanize European customs. That mistake led to the executives to build an amusement park of your dreams, but following a American model and thus strictly different from physical reality, financial and cultural center of Europe and France.To enter the European market, should make a more detailed study based on research into every applicable aspect of the economy, laws, culture, climate, interests, customs, habits in lifestyle, geography, work habits, among others.This case demonstrates the importance of taking into account the Consumer Comportamientodel when making decisions about new products or paraextender animate products to new markets. It is vitally importanciatener into account social factors such as habits, culture, customs, language,demographics, socioeconomic status, etc.. What to darsecuenta of which is the best way to reach that market.