Equipe 3

Cantin Robin
Girardin Enzo
Manuel Antoine
Sellal Redha
Altur Hugo
 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?

• France
• The biggest factor of a poor performance is a poor understanding
of a market place. And the cultural differences between each
nation (Business and life)
• After, we can see some unprofitable investments like the tramline
because french people prefer walk. So this investment is not
useful and could be avoid
• Moreover, in the business plan, people may come from all over
Europe. But the cultural differences between all European people
make that project complicated.
• In addition, we can notice that French people don’t want a cultural
invasion like the Past century (WW2) and they want to keep their
freedom. Disney didn’t understand that.  
• Hog kong
• The park was too small to attract people. In fact, it was not many
attractions for customer expectations and It was not well known
and had no knowledge of this universe
 • Many factors are related to cultural between the United States and Paris, and then
HONG KONG, which could have been avoided if more research had been done
To what degree do you before the park was launched. When a new CEO came on board EuroDisney,
consider that these factors change its name, and specialized in website marketing, the reaction of
were (a) foreseeable and (b) participan,nuts changed significantly. On the other hand, compagnies have a
controllable by EuroDisney, responsibility to carefully examine their environment to prepare for tragedy or
Hong Kong Disney, or the inconvenience. Ultimately, parent company Disney has a responsibility to
research and pay close attention to what is happening in the external environment
parent company, Disney? to ensure the success of its new site.
What role does ethnocentrism
play in the story of
EuroDisney’s launch?
• Ethnocentrism played an important role in the
launch of EuroDisney.
The United States throught that Europeans would
be interested in an American entertainment theme
park with their standards of marketing strategy,
general culture and finance.
But the Europeans did not really accept the
American model and pointed out that things were
not done in accordance with European cultural
norms, so they were not good.
So you can see that both sides were victims of
ethnocentrism.
Despite this, the United States is the most likely to
make exceptions because it is their business, so in
order to be successful they have to comply in order
to be accepted.
Why did success in Tokyo predispose Disney
management to be too optimistic in their
expectations of success in France? In China?
Discuss.
• Indeed the growing success of Tokyo,
led to Disney to be very optimistic with
its companies established in Europe and
China As a result, the Japanese greatly
appreciate the fictitious Disney
characters and liked that this American
culture arrived on Japanese territory.
Disneyland has therefore banked on the
expansion of this culture throughout the
world. However in their reflection they
didn’t take into account different
cultural factors which change from one
country to another. Indeed the cultures
of the countries are very susceptible to
external influences. Likewise, business
must be carried out with an upstream
strategy in order to ensure an optimal
result.
Thank You
Bye