1.

0 Abstract
Euro Disney is established and it was officially opened on 12 April 1992 in Marne-la-Vallee, France. The opening day was addressed by Roy Disney who is the nephew of The Walt Disney Company. The opening of Euro Disney is anticipated to be successful in continue delivering the founders dream to make people happy and also embedded the Disneys traditional in the society of the residents in France.

2.0 Problem Identification

When the Euro Disney has been operated in a few years time in France, several matter has happen which cause controversy has occurred on whether various aspects of Euro Disneys traditional would suitable with the French culture. Example of the matter is Euro Disney encounter loss after approximately 6 month of its operation in France. There was also negative response given by the visitors to the Euro Disney.

3.0 Main Issue

Disney was a famous and well-known brand of the theme park around the world. The Disney theme park was also established in Japan and America. In Japan, the way of Tokyo Disney in embedded the local culture in the Disney and also in brings the satisfaction to the guest was a tremendous success as the attendance of guest had exceeded 10 million during each year of operation. For that reasons, the main issues are now arise from the Euro Disney regarding the failure of providing a good quality of service and environment in the theme park which will bring satisfaction to the customer.

4.0 Set of Feasible Solution

4.1 SWOT (Strength, Weakness, Opportunity and Threat )
There are many strength of Disney in becoming the well-known brand of theme park around the world. Firstly, in the specialty Disney theme park is in delivering myth, fantasy and also creative decoration of the environment brings funs and fantastic experience to the customer. Disney theme park is unique with it companys cartoon character such as Donald Duck, Mickey Mouse and Peter Pan. Those of the character were very popular among the children all around the world. The rides and attraction in the Disney theme park were carefully planned and frequently updated so that the customer will have a different experiences and adventure in the theme park. Beside, in Euro Disney, there were limit on the admission of the visitors to the theme park was limit to 50,000. This brings a benefit to the customer as too much of the admission by the visitors will bring a crowded and uncomfortable environment to the visitors.

4.1.1 Strength

4.1.2 Weakness
According to a detailed study conducted by the consulting firm of Arthur D. Little (ADL), the price of admission in Euro Disney was higher than the other European theme park. Although the quality of Disney theme park is better but it would be a weakness for Disney to compete with the customer form a middle or lower class society. Euro Disney also encounters the communication problem between the workers and the visitors. The workers do not know which language they should use in the communication with the visitors. This problems cause the difficulties of the workers on providing service to the visitors. As a result, the visitors will dissatisfied with the service provided by the Disney theme park and may also influence the images of Disney theme park.

4.1.3 Opportunity
The location of Euro Disney which is in France brings a lot of opportunity in having a high number of visitors to the theme park. Every year, there is a lot of tourists visited France for a vacation. Therefore, there will be a probability of them in visiting and have fun in Disney theme park as it is a famous place for vacation. In the process of establishing Euro Disney in France, the French government has help the Euro Disney in various way to successful in the business. For example, the value of the land is artificially as agricultural land in 1971 and the amount of taxes paid to the government is lowered by the valuation for taxes purpose for 20 years. This is a good opportunity for the Euro Disney on having a much more income in updating the facility and ride in the park.

4.1.4 Threat
Euro Disney was established and managed by an America company and its location is in France. For that reasons, the cultural differences between America and France brings lots of threat to the Euro Disney. The Euro Disney in France was established based on the style of American because it intends to continue the Disneys traditional design. Besides the Disneys character also portrayed European style. For example, the Alice in Wonderland was surrounded by the European hedge maze. The decision of Euro Design for not serving wine at the park is actually not allowing the French people to practice the important French tradition. This caused the dissatisfaction among the French people for not following their culture,

4.2 Dimensions of National Culture (Halls Conceptualization of Cultural Differences and Hofstedes Cultural Dimensions)
4.2.1 Space The use of space by the people in different country expresses their different in culture. The queuing behavior of the French visitors is differing from other country visitors. French visitors will not angry if they need to queue in long waiting lines for a ride in the theme park. European also dislike on queue in a long lines. This culture shows that the French people and the European do not like to waste their time in an unimportant matter.

4.2.2

Friendship
People from different country develop the relationship vary with other people. For

the western people, most of them easily make friends and interact easily with other people. For example, a family which came from northern Europe can enjoy themselves in the Disney theme park as they are able to interact with Disneys character although they only meet them in the first time.

4.2.3

High and Low Context Culture

Low Context culture shows that the communication that will voice out the

disagreement openly on not so emphasis on friendship whereas high context culture, in contrast will more emphasis friendship, trust and understanding. The country with low context culture is America and the country for high context culture would be France. One of the Americans who visit the Disney theme park does not fell good on the working attitude of the workers in Euro Disney. The culture of that respective Americans show that they like to voice out their opinion openly based on what their encounter. In France,

4.2.4 Power Distance

Power distance is the degree which the people accepts the uneven distribution of power. Subordinates tend to shows respect in the decision made by the superior in high power distance cultures. In contrast, the low power distance will be that the subordinates will more willing to speak out their own opinion regarding the decision made by manager. In Euro Disney, the specific requirement on the wearing attire and the physical appearance of the worker which is enforced by the company has caused some workers to complain on the specific requirements. However, the respective complain was not successful in changing anything. Besides, the workers in Euro Disney are assigned to work over timely in their jobs. In Frances, the cultural of the workers is that they are not willing to work over timely in their jobs as compared to Japan. This has caused approximately 1,000 employees left Euro Disney after the nine weeks of operation.

4.2.5 Masculinity and Femininity

Masculinity refers to a cultural that emphasis on a few criteria such as achievement, assertiveness, competitive behavior and reward for performance. Femininity is refers to the cultural which emphasis on relationship, welfare of the organization and also always aim for high quality of life. The cultural in Euro Disney is femininity. For example, the French tradition on having alcoholic beverages is actually a way on enjoying their life. They were concerned of the quality of life. The food in the Euro Disney is not satisfied by the customer. As they always aim for high quality of life, the suitability of the food to their appetite is important. In Tokyo Disneyland, although the theme park is managed by American company, there are also Japanese restaurants opened as it brings convenience to the local visitors who do not like American food. The European is not used to eat fast food meal as the American. Euro Disney must have opened other restaurant who served other type of food rather that fast food. A admission of a visitor to the Disney theme park usually will require a day for the visitors to have fun and adventure in the park. So, the food supply for different cultural of people is important.

5.0 Analysis
In order to expand Euro Disney to the Phase 2, the company should improve and overcome the main problem in Euro Disney. Disney is a famous brand of theme park around the world. As it is famous, Disney theme park actually consist of its own unique and powerful strength. But unfortunately, the management team of Euro Disney fails to encounter and overcome the main problem which may happen when doing business abroad. The main problem faced by the Euro Disney is the differences in the local culture with the companys country culture. The cultural differences also caused the huge losses in the revenue of the company. Euro Disney is located in France; therefore the French culture should be adapted in the Euro Disney. Besides, the expectations and the opinion of the local people should be analyzed to improving quality of the service delivered by Euro Disney. For example, the Euro Disney can organized the French Culture Show as a free performance to audience so that the local visitors will feel that their culture also one part of the Euro Disney. The workers in Euro Disney are the party who is the most familiar with the visitors satisfaction towards the theme park. They were also familiar with the problem faced and needed to solve in the theme park. For that reasons, I would recommend the in involving the workers to have meeting with the management team of the park. Through this meeting, the workers will have the opportunity to voice out the problem and suggestion of solving it. To overcome the loss encounter by the Euro Disney, I would recommend the management team that they may explore the new target market and forming the marketing strategy in attracting them to visit the theme park. Besides, improving the transportation is also vital and effective in increasing the number of visitors in the theme park as it brings convenience to the visitors. Euro Disney may design and build trains which have the decoration of various Disneys character in order to attract the potential visitors.