迪士尼在法国失败的案例分析presentation

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1、Finished by:Deen(zhangyingyan)Susan(Zhou Shuling)Shaw(Xiao Liang)Harry(hu Fagang)19/01/2011 Suzhou universityWhat factors contributed to Euro Disneys poor performance during its first year of operation?1.Euro Disney chose to open at a wrong time.2.2.Price for ticket and Disney hotel is higher in Eur

2、ope than in US.3.3.Neglect the cultural element in management.What factors contributed to Hong Kong Disneys poor performance during its first year?1.The park size is small.2.Lack of competition.3.Cultural differences To what degree do you consider that these factors were(a)foreseeable and(b)controll

3、able by Euro Disney,Hong Kong Disney,or the parent company,Disney?1.Managers depend so much on the experiences in US and Japan,neglect the local conditions in France,pay no attention to opinions of employees from France.2.Wrong instructions lead the program of EuroDisney into crises,and the mode fro

4、m Florida is introduced and copied to France.What role does ethnocentrism play in the story of Euro Disney launch?France is a country with strong sense of national pride.When Disney wants to buy the farm land at a lower-than-market-price,the French people criticized it is an cultural imperialism.In

5、the negotiation,American lawyer serves as the representation which is considered hostile in France.The American system of extinguishing fire is set up in Euro Disney,which is to deny the French safety standard.Compelling the employees from France to wear uniforms of American style means challenging

6、and attacking the fashion in France.How do you assess the cross-cultural marketing skills of Disney?Disney Companys attitude was comparative arrogance when considering building the Euro Disney because they are all successful before.This results the ignorance of the possible existence of challenges o

7、f the new environment.French people are proud of their own culture very much.Debt exorbitant is very dangerous,because interest is too much.Due to rare competitors,Disney was overpriced,especially in a contemporary European environment.Why did success in Tokyo predispose Disney management to be too

8、optimistic in their expectations of success in France?In China?Disneyland business has been very successful.Japan Disneyland is more breathtaking.Disney Company had even no capital investment.It just guided the ORIENTALLAND Company to build and operate Japan Disneyland only.And it can Take out certa

9、in proportion.But great success in Japan Disneyland is unexpected.That makes American Disney company regret not to be the largest.So when they build Disneyland in Paris,they invested a huge sum of money.And they loaned countless money from the French government without putting a smelly-egg-tomato ju

10、ice that Frenchman threw to them to heart.If the site is changed to China,they will also meet these same problems.Why do you think the experience in France didnt help Disney avoid some of the problems in Hong Kong?(1)The cultural differences.In France,they didnt realize French culture,but only trans

11、planted the American model into France which results in French disaffection.In Hong Kong,they only considered Chinese style in the park design,study so-called Chinese Feng Shui,actually they just know the surface of Chinese culture.For example,when Chinese travel,tour group characteristics?Before kn

12、owing these and take disregarding Chinese consumption culture characteristics,just launch a strong marketing strategy,failure is inevitable.(2)OverpricedThis is an important factor both in France and Hong Kongs failure factors.No combination of the actual price level of the country,blindly set by hi

13、gher prices,visitors can not accept and move on to other amusement points.(3)Marketing measures undeserved Both French and Hong Kong just built up Disney and facilities.They didnt comprehensively market its entertainment concept.Both France and Hong Kong have their own cartoon image.They are not fam

14、iliar with Mickey Mouse and Donald Duck.If you do not grow up together with this brand,these cartoon characters,stories or topics,you wont know what place you are walking into.Now that Hong Kong Disney is up and running,will the Shanghai development benefit from the Hong Kong experience?Shanghai Dis

15、ney should avoid Hong Kong model.Shanghai Disney should as far as possible make intervention in Disney hotel,Disney channel,Disneys English education etc.higher-margin affiliated business projects,get profit share.It should develop the customers market by multi-channel.Not only rely on Chang Jiang t

16、riangle market,but to develop the national market,more need open Southeast Asia market.In the design,construction and operation,they cant get bogged down in the pure American culture.They should combine with the needs of Chinese visitors,Chinese culture,Shanghai Style.Now that Disney has opened Hong

17、 Kong Disney and begun work on Shanghai location,where and when should it go next?Assume you are a consultant hired to give Disney advice on the issue of where and when to go next.Pick three locations and select the one you think will be the best new locations for“Disneyland X.”there are 5 Disneylan

18、ds in existence:Disneyland in Anaheim,California(in 1955),Disneyworld in Orlando,Florida(in 1971),in Paris(in 1992),Tokyo Disneyland(in 1982)and Hong Kong Disneyland(2005).And Disneyland in ShangHai has been building from 2010,which will be completed in 3 years.According to the history of developmen

19、t of Disney,I think the next one may be open in 2018 or 2019.To pick three locations,Moscow,Soul and Bei Jing will be involved in the alternatives,of which Bei Jing will be the best location.Here are the reasons:1.Geography is favorable.As the political and cultural center of China,and also the cent

20、er of the Asia,Beijing has so many advantages over the other two in air,land and ship transportation with little effect of climate.2.political and economical stability.Over the past decades of development,economy in China has taken on a prosperous look,which contributed to the political stability,an

21、d attracted or encouraged people to enjoy entertainment of new kind.3.better demographics.There are about 16,500,000people living in Beijing,with better education and salary,who will be the potential consumers for Disneyland.4.high level of regional economic development.The GDP stands at 4986.8 bill

22、ion dollars in China in 2009,ranked the third,which will ensure the scale of investment and the ability of the people to consume.5.favorable policy and financial support.Opening and reform have been made state strategy,and have been proved successful,from which the investment from overseas will defi

23、nitely benefit.Given your choice of locale X for the newest Disneyland,what are the operational implications of the history of Euro Disney and Disney Hong Kong for the new park?(1)Earnestly carry out marketing investigation.(2)Comprehensively understand the characteristics of the needs of the market.(3)Comprehensively understand various external factors and the possible influence of the intendeddevelopment projects.All the above are very important to decisions making.