Disney Case

Disney Case - When EuroDisney opened in 1994 just outside...

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When EuroDisney opened in 1994 just outside of Paris the Walt Disney Company chose to implement a domestic market extension strategy (22). This strategy worked extremely well in Japan, where the Walt Disney Company transplanted their Anaheim Park to Tokyo and attracted some 14 million visitors between 1990 and 1992. While the Japanese love Mickey and have a strong attachment to the Disney Characters this was not the case in France. It was assumed that “given Disney’s record, it’s fair to expect that Euro Disney will succeed” (1). Little effort and research was done on Disney’s part to adapt the marketing mix (22) to one that would fit Europeans. Since the park had been such a success in Japan, Disney assumed this model would work again. From the beginning “Disney repeatedly failed to assess penetration hurdles for their new park properly” (2). The location of the park was chosen due to the French Governments “generous incentives” as well as the “parcel of prime suburban real estate” (3) that 327 million people could reach in two hours by either air or car. Little attention was paid to the weather or to the possibility that “Europeans would not eagerly seek an entertainment experience in the suburbs of Paris given the broad political and cultural diversity in European tastes and the area’s grim winter weather” (2). This mistake along with the high costs of attending the park and the
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This test prep was uploaded on 03/18/2009 for the course MKTG 4400 taught by Professor Engel,stev during the Fall '07 term at Colorado.

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Disney Case - When EuroDisney opened in 1994 just outside...

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