DE ISNEVLAND PARIS What factors contributed to EuroDisney's poor performance during its first year of operation? What factors contributed to Hong Kong Disney's poor performance during its first year? The opening of Eure Disney Park also coincided with the severe economic recession in Europe. Because of this, European tourists are much cheaper than American tourists. Entrance fees and Disney hotels are overpriced. The price of adult tickets for Euro Disneyland is in US dollars-more expensive than in the United States. At the Disney Hotel flagship store at the entrance of the park, a room costs US$340 per night, which 2 of ‘equivalent to the pr a top hotel in Paris. The Disney Company quickly discovered that the average occupancy rate of the Paradise Hotel had dropped to only 50%. Guests are unwilling to stay for more time and spend more money on these expensive goods and services. Other mismanagement and prediction errors have also brought harm to Disney, the most important of which is cultural Hong Kong Disneyland faces different problems. First of all, since Disney was banned in China for 40 years, terested because people are not familiar with these characters. The park is small and customers are not only a few steps away compared to other Disney parks. Despite these problems, it does a better job than many Chinese cultures. To what degree do you consider that these factors were (a) foreseeable and (b) controllable by EuroDisney, Hong Kong Disney, or the parent company, Disney? iti hard to believe that a company like Disney will not study a culture when thinking about introducing a business in a different country and there is no space to mistakes. They could have calculated the exchange rate, and did not calculate the European culture. They could have fore: n the problems that happened in the first year because they established the Euro Disney based on the nature or American thinking but not how French people will actually feel about this massive theme park. > What role does ethnocentrism play in the story of EuroDisney’s launch? Ethnocentrism played an important role in the story of Euro Disney's launch that Disney believed that the French itors would really go for a Disney theme park. The variety the theme park had to offer needed to change to attract French visitors and people from other countries in Europe. French culture framed the problem in these words: "The French see EuroDisney as American imperialism -plastics atits worst”. larson Student: Taghi Mammadov 1 bry) eADE ISNEVLAND PARIS > How do you assess the cross-cultural marketing skills of Disney? Disney management team failed in the research of French culture, values and behavior, and this was the work mistake as the team thought as American way and made poor assumptions that affected the construction design, marketing and pricing policies, park management and financing. isney team was not sensitive enough to analyze French in terms of: > Eating habits > Personal grooming > waking vs. riding > Vacation customs > Food variety Why did success in Tokyo predispose Disney management to be too optimistic in their expectations of success in France? In China? Discuss. The second Disneyland was built in Japan, between 1990 and early 1992, some 14 million people had visited Tokyo Disneyland, with three-quarters being repeat visitors. A family of four staying overnight at a nearby hotel would easily spend $600 on a visit to the park. This situation of success obviously caused a very optimistic view about the success in France. ‘The experience gained after succeeding in Tokyo was easy to see places like France where is a large country and there were acceptance of Disney products and films. Why do you think the experience in France didn’t help Disney avoid some of the problems in Hong Kong? It is necessarily to understand fundamental cultural issues vital for success in that market, not what is good for me is good for everyone! Cultural literacy is required to do successfully business in any country and making deci ns based on assumption should be avoided at all cost. The use of effective virtual communication and working is designed to help one to communicate effectively as steelworkers, remote project team members and geographically dispersed employees. ternational marké Therefore, communication n_as an important key 1g- Most multinational companies, when embarking on international marketing fail to consider the cross cultural marketing techniques which are important for the MNC. larson Student: Taghi Mammadov 2 Dry oiemAeDE ISNEVLAND PARIS > Now that Hong Kong Disney is up and running, will the Shanghai development benefit from the Hong Kong experience? In my opinion yes, after studying the culture of Chinese and proved that they liked it is feasible that there will be a completely success if they continue thinking about what Chinese people expect from any theme park in their country. Now that Disney has opened Hong Kong Disney and begun work on the Shanghai > location, where and when should it go next? Assume you are a consultant hired to give Disney advice on the issue of where and when to go next. Pick three locations and select the one you think will be the best new location for “Disneyland X.” Discuss. Dubai should be considers as the next Disneyworld location priority. Dubai is the major commercial business hub of the Arab world. Dubai seems to be a good strategic location for the Next Disney world to be established, Dubai is seen as the portal not only to the minority communities from Europe, Asia and America's but specifically to the Muslim world of over one billion. Then underlying opportunities are immense Given your choice of locale X for the newest Disneyland, what are the operational implications of the history of EuroDisney and Disney Hong Kong for the new park? Before taking another large venture such us Disney Dubai in this case, it is important to review what happened with Eurodisney and Hong Kong Disney, these cases made people to learn from the mistake: D> customer and culture should be given more attention: the tourist activities, characters, practices and D> trends will be crucial to the making of breaking of a Disney in Dubai D> Environment and location: touristic places, exa off peak s D> Management: make employees feel comfortable in the working place, know the culture and make advertising for D> this kind of culture, rates Student: Taghi Mammadov 3 Dry toi e aA