October 26, 2017 Marketing

1)What factors contributed to EuroDisney’s poor performance during its first year of operation? What factors contributed to Hong Kong Disney’s poor performance during its first year? The factors that contributed to EuroDisney’s poor performance during its first year of operation were their lack of knowledge of their target market and the fact that they did not realize that the target market consisted of more than one culture. Disney tried to force feed American culture with a mixture of what they thought the Europeans would enjoy.

By using American characters and the American attitude on ideas such as design, price and experience they were bound to fail; At Hong Kong Disney failed the first year due to their ignorance of the culture again and the fact that they didn’t introduce the American characters to the Chinese. Disney also didn’t seem to put much work into their creation of Hong Kong Disney, giving them only “16 rides compared to Disneyland Paris’s 52 rides. ” 2)To what degree do you consider that these factors were (a) foreseeable and (b) controllable by EuroDisney, Hong Kong Disney, or the parent company, Disney.

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These factors should’ve been foreseeable to everybody else except the owner of Disney because he was starting to believe that everything he touched was a masterpiece. These factors were definitely controllable if they would’ve research and received help from an outside source with knowledge about different cultures. 3)What role does ethnocentrism play in the story of EuroDisney’s launch? In EuroDisney’s launch Disney attempted to create another Disneyland through the belief that Europe wanted their very own piece of “Americana” without respecting European cultures.

Disney should have been more versatile, and asked the consumers what they wanted and needed. 4)How do you assess the cross-cultural marketing skills of Disney? The cross-cultural marketing skills of Disney were lacking. They weren’t sensitive to the French, innovative with the Chinese nor did they acknowledge the needs of the other cultures in Europe. They just assumed what everybody needed through their own personal understanding of other cultures. 5)Why did success in Tokyo predispose Disney management to be too optimistic in their expectations of success in France?

In China? Discuss. In Tokyo the biggest generation consist of young adults that continue to embrace the American culture full heartedly, so giving them their own version of American right next door was one of the best things to happen for them. This also gave Disney a false representation of how the European cultures would view them and left them vulnerable to the idea that detailed research wasn’t necessary. 6)Why do you think the experience in France didn’t help Disney avoid some of the problems in Hong Kong?

It didn’t help because they have different cultures therefore they needed different things from Disney plus they didn’t take the problems that they had already encountered and learn from their mistakes. 7)Now that Hong Kong Disney is up and running, will the Shanghai development benefit from the Hong Kong experience? Yes, because by now Disney has perfected their marketing plans and targets individual’s cultures instead of targeting the country that individual resides in. 8)Now that Disney has opened Hong Kong Disney and begun work on the 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 location for “Disneyland X. ” Discuss. My three options are Brazil, Australia and Canada. However, the best option would be Canada because Canada is one of the world’s wealthiest nations, with numerous amounts of land to occupy. Since it is a western European nation Disney would not have to change its marketing plan too much. )Given your choice of locale X for the newest Disneyland, what are the operational implications of the history of EuroDisney and Disney Hong Kong for the new park? Basically, I would learn what not to do in terms of marketing due to EuroDisney. I would not just assume that the Canadians are anything like Americans and try to see if there are different cultures that I could target. I wouldn’t base my judgments on stereotypes and conduct thorough research. From the Hong Kong experience, I would learn that sometimes a target market needs to be more focused on a particular generation rather than a culture.


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