You are on page 1of 10

EURO DISNEY : The

first 100 Days


Group
7
Divya Yadav

13P020

Aditya Sharma

13P061

Shashank
Mishra

13P110

Amar Manu
Verma

13P119

Raghavendra
Sridhar

13P157

Sudeep Khare

13P211

CASE BACKGROUND
Walt

Disney The founder started with the vision of a clean


and organized amusement park
Walt Disney Attractions consisted of theme parks, hotels and
conference facilities, retail complexes, and other recreational
properties
In 1991, Disney theme parks contributed 71% of Walt Disney
Attractions revenues while 21% are from hotels, and 8% are
from other sources.
Theme Parks Experience of theme was at the center of the
park (various lands)
After First Disneyland in California, Theme parks were opened
in Florida and Tokyo Disney was first foray into International
Market
After success in Florida and Tokyo ,Euro Disney was opened in
Paris in 1992 but it soon ran into trouble

CRITICAL SUCCESS
FACTORS
QUALITY

IMAGINATION

GUEST SERVICE

Always having
something
new and
different
Attention to
detail
Park design
Disney Play
New
technologies

Park Set up
Cartoons come
alive
Participations
of visitors
Unique rides
and
attractions

Frequent
interactions
with staff
Cast members
responsible for
visitor
experience
High standard
of service

Disneys Goal : To exceed its customers expectations every day

SERVICE
CHARACTERSTICS
DISNEY

UNIVERSITY In house personnel


development organization
Models attitudes required to create desired level of service

in the park
Names were consistent with the Disneys entertainment
concept
Stringent recruitment process
Extensive orientation program where stress was laid on
happiness of their guests
Evaluation on basis of energy , enthusiasm , commitment
and pride
Incentives for outstanding service deliver
4 principles : Safety , courtesy , show and efficiency

TOKYO DISNEYLAND : SUCCESS STORY

Strong

Japanese appetite for


American style popular
entertainment
Increasing trend in Japan towards
leisure
Appeal for Disney's branded
products
Cleanliness of the park and polite
staff
Well response by the Japanese staff

EURO DISNEY
Target

market : Past visitors of US


Disneyland from Europe and the people who
want the Disney experience, Visitors on
vacations
Implication of this target market has reflected in

the design of the park where Disney attempted


to imbue the park with a European flavor
Alternative

locations : Barcelona, Spain

Implication : Due to warmer climate there would

be traffic across all seasons

EURO DISNEY SWOT


STRENGHTS :
Strong brand name
Financially sound
Experiences

WEAKNESS :
Cultural Difference

SWOT
THREAT :
High prices
Increasing value of Franc
Employee dissatifaction

OPPORTUNITY
Learn more about local cultures
and customs
Integrate local theme into park
Customize employee standard

EURO DISNEY PROBLEMS


PROBLEMS

Planning Problems : Not enough market research about

European culture and target market


Execution Problems

Environment and location factors


Financing and the Initial business plan
French Labor issues
Cultural differences : foods, employee behavior etc.
Rapport with government and media was not developed

Performance and Management Problems


Visitor spending : Perceived price is high
Employees leaving
Attendance highly seasonal
Length of stay was shorter as compared to US
Lack of partnership with travel agents or investing businesses

RECOMMENDATIONS FOR
STAGE 2
BETTER

MARKET RESEARCH

Primary research to understand the consumer needs better


Develop a comprehensive marketing plan focusing on emotional aspects

(extraordinary family experience)


CULTURE

ADAPTATION

Services should fit European culture (Food, language etc.)


Adapt to French standards and expectations
Cross cultural training to cast members

Greater

effort should be made to identify and retain cast members


Promote winter attendance through reduced costs and package
plans
Package Euro Disney with other destinations
Prepare to contract buses if public transport is not available