EURO DISNEYLAND DOWNFALL AMIDST CULTURAL DIFFERENCES :CASE ANALYSIS

Introduction

Walter Elias Disney

International Icon

Created Mickey Mouse

Innovator : came up with the idea of a theme park

Revenue : USD 45 Bn as on

2013

Theme Parks : Tokyo, Hong Kong,

Paris, Florida

7 Emmy Awards22 Academic

Awards

Movie to Watch : Saving

Mr Banks

Demised in 1966,Due to Lung Cancer

Issue : Selecting Europe for Euro Disney LandSuccess of Disney Land in Tokyo was the driving force to expand.

Europe was far more Infrastructural developed as compared to other upcoming regions.

Paris was home to more people as compared to Tokyo.

Climatic Conditions in Europe was exactly mirror of Tokyo.

Walt Disney was already popular in Europe as his animation movies earned massive revenues.

Paris was the ultimate choice as ut was well connected with the major European cities.

Euro Disney Land Flunked

In Favour Against

I S S U E S

Failed to scan European Environment

Overambitious Plans

Strategic & Financial Miscalculations

Failed to foresee Recession

Operational Miscalculation

Narrow Parking Spaces for the bus drivers

I S S U E S

Whopping 40% Increase in Labour cost

Rocky Labour Relations

American superiority complex

Not Allowing wine pre 1993

French people do not like to wait in ques

Europeans prefer a longer vacation tenure

I S S U E S

Marketing Glitches

Financial downturn

Lack of Emotional Touch

Investors lost confidence

Overlooked allied business

Not so Magic

Need for a Comprehensive Market Research

Coca cola failing in Saudi Arabia

SWOT Analysis EFFECTIVE Mode of Communication

P E S T L E Analysis FEEDBACK from the customers in the park

SURVEY Method STUDY of Tastes & Preferences

DESCION MAKING on facts and figures , rather than being intuitive

Alternative Business Communication Model

RESEARCH

PLAN

COMMUNICATE

CONNTINGENCY PLANFEEDBACK

MEASURE

CONTROL

The most important thing in

communication

is hearing what isn’t said.

:Peter Drucker

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