04_1611386030_Md.

Sabbir Sarker (TL)

08_1721278030_Md.Anwar Hosen
09_1721684630_Habibul Bashar Faysal
10_1731111030_Tanvir Ahmed
14_1812353630_Rafin Jahan

TEAM PLATINUM
overview
This case was prepared by Lyn S. Amine, Ph.D., Professor of
Marketing and Inter- national Business, Distinguished Fellow
of the Academy of Marketing Science, and President,
Women of the Academy of International Business, Saint
Louis University, and graduate student Carolyn A. Tochtrop,
Saint Louis University, as a basis for class discussion rather
than to illustrate either effective or ineffective handling of a
situ- action.

This case shows how culture can vary a business plan in

different places. One wrong step and a business model fail.
The whole case is about different ups an down of Disney
land and their journey.
What factors contributed to Euro Disney's poor performance
during its first year of operation? What factors contributed to
Hong Kong Disney’s poor performance during its first year?

 The biggest factors that contributed to the poor performance during the
first year of Euro Disney's operations were , a poor understanding of
the marketplace, the issues and the cultural differences between two
nations and two differing approaches to business and life. It was also
very expensive. The major factor was ethnocentrism of the American
leaders.

* The chinless Disney land fail for couple of reason one of them is it’s just
not big enough” chinless Disney land wasn't offering anything special
as the regular park in china. Means they were pretty much same.
Hong Kong Disneyland has only 16 attractions and only one a classic
Disney thrill ride, Space Mountain, compared with 52 rides at
Disneyland Paris.
And other big factor is chines people were not familiar with Disney
characters. So they couldn’t relate with Mickey and his friends
What role does ethnocentrism play in the story of
Euro Disney's launch?

Attempting to impose American values, such as nondrinking on

the French or appearance rules would have been easily
understood as a mistake if they had even asked. Disney
version of fairytales like Cinderella were almost
unrecognizable to those who had grown up on the
European (original) versions of the stories. Thus, Disney did
not even have the transfer of cultural understanding in the
tales that they assumed that they had. Other two factor that
Disney should have taken seriously are 1. European don’t
eat breakfast 2.vaction custom of erosion
 How do you assess the cross-cultural marketing skills of Disney?
I imagine that they are significantly better now but they were
dismally unequal to the task at the time. They simply did not
do their homework. In a nation of couturier fashion and
elegance, to emphasize size and glamour was ‘tres gauche”.
Bigger and better is a selling feature of the American psyche
not of the French.
Why did success in Tokyo predispose Disney management to be too
optimistic in their expectations of success in France? Discuss

The Japanese had been inundated with American cultural

icons since world war two and Disney cartoons were a
staple in Japanese experience. The success of Disney
was more the success of the Japanese people at
adapting to a new world after defeat than a triumph of
marketing and cultural understanding. Unfortunately,
the success without much cooperation, deeper
understanding or adaptation led to the false belief in
the Disney magic touch world wide.
conclusion
The American tradition is very different and unacceptable in
other region. A business plan like this need to be fully
consumer centric. And in order to cope up with the
customers they need to create a environment where
customer can relate themselves with bossiness. European
model could have been successful if they just did their
homework