Centro Universitario de Ciencias Económico-Administrativas

Aguilera García Stephanie Daniela

15/Noviembre/2019
Investigación de mercados
ANALISIS CASO DE EURO DISNEY
Maestra: Solórzano Gutiérrez Paola Adriana
Tarea #6
Negocios Internacionales
215407018
 EURO DISNEY CASE

Disney made several strategic and financial mistakes, but Disney’s main mistake
was not to do a market research, since, if they had done so from the beginning they
would have known about the risks of opening Disney in that place and everything
what that entailed.

They didn’t consider the climate, place, cultural differences and policies of the
country. Disney simply applied the same policies and strategies they used in the
United States without considering cultural differences.

Here we can observe the importance of doing market research, with it we can inform
ourselves about what and where people need the product or service, what they
expect from it, know the policies, the goals, it was also very important to make a
FODA, analysis to recognize strengths, opportunities, weaknesses and threats that
they had and could have in the future, also that they would like to have in that
establishment such as drinks, food, places, size, people who would attend, days,
hours, etc.

When a company wants to enter another country, beyond economic analysis and
budgets, a detailed study of local customs, lifestyle, culture and labor legislation,
etc., must be carried out.

After all the failures and about to sell the franchise, they made and investigation and
realized that they had to change the name, so it went from being “Euro Disney” to
“Disney Land Paris”. There was a cost reduction to keep costs down and increase
revenue. 950 administrative posts were reduced.

They also had to allow access to alcoholic beverages such as wine and beers, as
this was something very normal that the French did and therefore had complained a
lot.
Bibliografía
Daniels, J. D. (s.f ). Caso Euro Disney. Obtenido de Negotiations:
https://negotiantis.com/disneyland-paris/

Lyn Burgoyne. (1995). Walt Disney Company’s Euro Disneyland Venture: A study in corporate
foreign expansion.