Case Study Of Euro Disney

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1. Summarize the case into 1-2 paragraphs
It was first announced in 1985, that Disney would open a park in Europe. The potential for growth in France was bigger and thus, in 1992, Euro Disney debuted in France. Disney was confident that they would be able to run successful parks outside of the United States after their overwhelming attendance numbers at the Japanese Disneyland. The Europe Disney was a replica of the Disneyland ad Magic Kingdom in the US, with respect to Europe’s architecture and traditions.
However, even after spending $220 million on marketing for Euro Disney, the first year’s attendance was below expectations and at one point, Euro Disney hotels had to be closed as a result of low bookings. The stock of Euro Disney fell from 164 to 68 French Francs and the park was deemed a failure by the press. It was later determined, that Disney executives did not consider the potential problems with creating a park in France. Along with the ridiculously high prices and the cultural differences, Disneyland was simply not a place of leisure for typical French citizens. Foreigners could even visit the more established and reputable Disneyland in the US, at a lower cost as well, making the Euro Disney, the least popular Disney Park. With no other options left to increase attendance, Euro Disney was forced decrease its prices by 20% and even built a new roller coaster. This tactic seemed to work and finally resulted in an increase in visitors. Euro Disney soon became the most popular attraction in France. Thus Disney remains confident in the Euro Disneyland’s ability to earn profit and the company continues to plan for future parks in other areas of the world.

2. Describe the events that influenced the amusement park to be pla...

... middle of paper ...

...d people are starting to spend more money on leisure. Also, the number of people living in China is well over a billion. With the Japanese Disney Park getting nearly 7 million visitors every year with a much smaller population, China has the ability to easily surpass this figure. This would also be a great opportunity for Disney to tap into more of the Asian markets and could result in better branding for Disney in the southern hemisphere. Also with China’s growing population, I think that the Chinese government would be very interested in the increased number of jobs in China. This could mean that like Spain and France, China could offer Disney money to help build the park and help to market Disney. There also aren’t any well-known amusement parks in China, therefore making it easy for an internationally recognized company such as Disney to monopolize the market.

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