This "Euro Disney - Mickey Goes to Paris" case analysis discusses the history of Disneyland Resort Paris since its inception in 1992 until the end of 2006. It depicts how top-level executives of the resort faced the challenges and administers effective programs to combat the errors they experienced. In line with the implementation of these programs, the resort officers and leaders thought of the principles that should guide them in such program execution. They were also faced with the challenge of attending to various, multi-culture clientele since each of them has varying wants and needs. They hope to come up with a recognition worthy of its name and provide their visitors with a worthwhile experience which would, in turn, result in financial success.
Martha Maznevski; Karsten Jonsen
IMD (IMD-4-0280)
November 21, 2006
Case questions answered:
- Analyze the problems faced by Disneyland when they decided to move to Paris.
- Suggest solutions to the problems faced by Disneyland Paris.
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Euro Disney - Mickey Goes to Paris Case Answers
Executive Summary – Euro Disney – Mickey Goes to Paris
‘Euro Disney: Mickey goes to Paris’ is a case discussion about Disney’s European venture to build a state of the art adventure theme park. After opening Tokyo Disney land in 1983, it soon became the most profitable Disneyland in the word. Although there were cultural differences, the Japanese population invited western culture. This gave them the confidence to expand to Europe.
Also, the fact that the European population watched Disney movies, have a familiarity with the characters, and visited Disneyland in Florida in large numbers contributed to the decision to expand. These were the reasons why they decided to move ahead with the plan. The heart of France, Paris was chosen as the location because the annual visitor footfall recorded was high.
But initially, things did not go as smoothly as they anticipated. Disney failed to integrate the French culture and soon became the symbol of the invasion of American imperialism in Europe. Also, there were major flaws in the fanatical planning as well which in turn caused a huge financial burden of debts and increased interest rates. The fact that Europe lacked cultural homogeneity unlike the US and Japan was the major factor that caused the initial struggles of Euro Disney.
Soon they realized their shortcomings and able to come up with necessary changes. They tried to integrate the melting pot of cultures by including liquor into restaurant menus, involving local directors and stunt masters in the creation of shows and attraction, made necessary operational changes to avoid a high rate of vacancies at the hotels, etc.
Disney never compromised on attention detail and quality. They had an active R&D facility that came up with innovative and unique attractions which eventually attracted more and more visitors.
We try to analyze the decision of Disney to move to Europe and their actions to turn around the initial setbacks. For this purpose, we have done 4P analysis, PESTEL analysis, SWOT Analysis, and an analysis of characteristics affecting consumer behavior.
Overview
The Walt Disney Company was founded by brother duo Walter Elias and Roy Disney as “Disney Brother Studios” way back in 1923. In the subsequent years, they created classic cartoon characters such as Mickey Mouse and Donald Duck. They also produced highly successful animated movies such as “Snow White and the Seven Dwarfs” and “The Lion King”.
Disney takes a step forward when they added…
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