Euro Disney Case Study Essay
1. Assess the pros and cons of Disney’s decision to build a theme park in Europe. Do you think it was a wise decision to invest in constructing a new park near Paris?
Pros
• Huge number of tourists that Paris attracts every year was an encouraging sign. Approximately 50 million tourists visits France annually and spends roughly $21 billion.
• Central Location of France in Europe with easy accessibility from other European countries surrounding them. Apart from that the Euro Tunnel was opening which will llowed people from England to go to France in just 4 hours.
• Hardly any presence of theme park in France in fact in Europe gave them an opportunity to build one to serve that market.
• Poll results regarding demand of Disney theme parks
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What is Euro Disney’s target market, and what are the implications for the development and organization of the park?
Euro Disney’s target market was mainly young people and children from countries surrounding and nearby to France. European vacationers were targeted who are used to spend five weeks a year vacationing compared to US vacationers spending around three weeks. Disney also targeted customers who follows and loves different cartoon characters and Disney’s characters as well.
Targeting whole of Europe initially itself is too ambitious and they have to handle all the tourists in Europe if they are to succeed. One of the biggest problems in targeting the entire European market is that there are so many countries in Europe with different and diversified languages and cultures. Disney was backing this move in Europe based on Tokyo’s success. Tokyo was a success since young generation over there had a huge influence of American culture on them and their demand for American entertainment was increasing. In Europe, people give more importance to their rich culture and values. They are not so open when it comes to someone trying to infuse other cultures in Europe. So the idea of using Disney’s American culture in Europe will be difficult to accomplish. Tourists did have hard time figuring whether they were introduced to American, French or European culture in Euro
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