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EuroDisney
EuroDisney Case study and its business strategies in Europe and Japan.
Q1. What factors contributed to Euro Disney’s poor performances during its first year of operations?
Q2. To what degree do you consider that theses factors were (a) foreseeable and (b) controllable by either Euro Disney or the parent company, Disney?
Q3. What role does Ethnocentrism play in the story of Euro Disney’s launch?
Q4. How do you assess the cross cultural marketing skills of Disney?
Q5. Why did success in Tokyo predispose Disney management to be too optimistic in their expectations of success in France? Discuss.
Q6. Do you think the new theme park would have encountered the same problems if a location in Spain had been selected? Discuss.
Q7. In light of the near bankruptcy in 2005, evaluate the proposed plans to strengthen Disney’s appeal to the French market.
Q8. Now that Disney has built the Hong Kong park and begun work on the new Shanghai location, where and when should it go next? Assume you are a consultant hired to give Disney advise 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.
Q9. Given your choice of locale X for the newest Disneyland, what are the operational implications of the history of Euro Disney for the new park?
Details
| language |  | english |
| wordcount |  | 2461 (cca 7 pages) |
| contextual quality |  | N/A |
| language level |  | N/A |
| price |  | free |
| sources |  | 3 |
Table of contents
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Preview of the essay: EuroDisney
INTERNATIONAL MARKETING CASE STUDY 2: EURODISNEY Q1. What factors contributed to Euro Disney’s poor performances during its first year of operations? The factors contributing to EuroDisney's poor performance were : • EuroDisney started off on a nightmare because of cultural environmental differences. People simply didn't go there. The French people rejected Euro Disney because they considered it as American Imperialism and didn't accept the American cartoon characters because the French had the Asterix carton ...
... history that been Ethnocentric is detrimental to their business progress. They will then have to perform a cross-cultural analysis of the areas like Australia and New Zealand. Being regiocentric orientated means that EuroDisney views the region as the market and integrated strategies are developed for the region that take into account both the similarities and differences between the America and the region.
Australia is a country of multiple cultures with a broadminded liberal and comprehensive society. The diverse cultures and also those for New Zealand will have to be taken into account.
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