EURO DISNEY : The first 100 Days

Group 7Divya Yadav 13P020

Aditya Sharma 13P061

Shashank Mishra

13P110

Amar Manu Verma

13P119

Raghavendra Sridhar

13P157

Sudeep Khare 13P211

CASE BACKGROUND

Walt Disney – The founder started with the vision of a clean and organized amusement park

Walt Disney Attractions consisted of theme parks, hotels and conference facilities, retail complexes, and other recreational properties

In 1991, Disney theme parks contributed 71% of Walt Disney Attraction’s revenues while 21% are from hotels, and 8% are from other sources. 

Theme Parks – Experience of ‘theme’ was at the center of the park (various lands)

After First Disneyland in California, Theme parks were opened in Florida and Tokyo Disney was first foray into International Market

After success in Florida and Tokyo ,Euro Disney was opened in Paris in 1992 but it soon ran into trouble

CRITICAL SUCCESS FACTORS

QUALITY

• Always having something new and different

• Attention to detail

• Park design• Disney Play• New

technologies

IMAGINATION

• Park Set up• Cartoons come

alive• Participations

of visitors• Unique rides

and attractions

GUEST SERVICE

• Frequent interactions with staff

• Cast members responsible for visitor experience

• High standard of service

Disney’s Goal : To exceed its customer’s expectations every day

SERVICE CHARACTERSTICS DISNEY UNIVERSITY – In house personnel

development organization Models attitudes required to create desired level of

service in the park Names were consistent with the Disney’s

entertainment concept Stringent recruitment process Extensive orientation program where stress was laid

on happiness of their guests Evaluation on basis of energy , enthusiasm ,

commitment and pride Incentives for outstanding service deliver 4 principles : Safety , courtesy , show and efficiency

TOKYO DISNEYLAND : SUCCESS STORY

Strong Japanese appetite for American style popular entertainment

Increasing trend in Japan towards leisure

Appeal for Disney's branded products

Cleanliness of the park and polite staff

Well response by the Japanese staff to the Disney’s clean cut image

EURO DISNEY

Target market : Past visitors of US Disneyland from Europe and the people who want the Disney experience, Visitors on vacations Implication of this target market has reflected

in the design of the park where Disney attempted to imbue the park with a European flavor

Alternative locations : Barcelona, Spain Implication : Due to warmer climate there

would be traffic across all seasons

EURO DISNEY SWOT

STRENGHTS :Strong brand

nameFinancially

soundExperiences

WEAKNESS :Cultural Difference

OPPORTUNITY Learn more about local cultures

and customsIntegrate local theme into parkCustomize employee standard THREAT :

High pricesIncreasing value of

FrancEmployee

dissatifaction

SWOT

EURO DISNEY - PROBLEMS PROBLEMS :

Planning Problems : Not enough market research about European culture and target market

Execution Problems▪ Environment and location factors▪ Financing and the Initial business plan▪ French Labor issues▪ Cultural differences : foods, employee behavior etc.▪ Rapport with government and media was not developed

Performance and Management Problems▪ Visitor spending : Perceived price is high▪ Employees leaving▪ Attendance highly seasonal▪ Length of stay was shorter as compared to US▪ Lack of partnership with travel agents or investing businesses

RECOMMENDATIONS FOR STAGE 2

BETTER MARKET RESEARCH Primary research to understand the consumer needs better Develop a comprehensive marketing plan focusing on emotional

aspects (extraordinary family experience)

CULTURE ADAPTATION Services should fit European culture (Food, language etc.) Adapt to French standards and expectations Cross cultural training to cast members

Greater effort should be made to identify and retain cast members

Promote winter attendance through reduced costs and package plans

Package Euro Disney with other destinations Prepare to contract buses if public transport is not available