Jiajie shi IB207 Evening

Case 2: Euro Disney: The First 100 Days

Questions:
1. What were the reasons for Euro Disneys problems in Europe?
Answer: There are several reasons that can explain the Euro Disneys
problems. First, it is the cultural differences. Disney Corporation failed to adapt
to the French environment and relied too much on their American cultures,
experience, and understanding. For instance, French have a special lunch habits
and drink wine tradition. Plus, European was not accustomed to eating fast
meals at off hours. Second, it is the lack of organization management. The Euro
Disneys customers always complain of suffering from long lines, poor service,
and operational glitches. Those are caused by the lack of organization
management, such as communication problems, employees training and
customer service problems. Final, it is the cost control. Euro Disney has the
high cost of employment, management and operations.

2. Could Euro Disney have foreseen any of those problems?
Answer: Yes, of course. If Euro Disney was marketing strategy well on the
European market, not relying mostly on their American culture and globalizing
their organizational management and culture. I believe that those problems
could be foreseen.


Jiajie shi IB207 Evening
3. What issues should a company think through before extending a successful
concept across cultural boundaries? Should the park be adapted for the local
market from the U.S. model, and if so, in what ways? Why was the Disney
concept successful in Japan?
Answer: There are several issues that should be considered before extending a
successful concept. 1. It is to do a particular marketing research and plan a
mature marketing strategy on the target market 2. It is the difference of culture.
The perfect sample is the case of Euro Disney. 3. The organization management
is the second issue. In the Euro Disney case, we could know the poor
management causes a long lines, poor service delivery, communication
problems, and operational glitches. I think the park that would not be adapted
by the local market from the U.S Model. For example, the Tokyo Disney is
successful because of three reasons. First, Japanese likes to follow the popular
in U.S. So they wont against an Amercian Disney. Second, the Tokyo
Disney has merged the Japanese culture within the American culture that could
be adapted by Japanese. Third, the Tokyo Disney provides the expectation of
customer service. If the Euro Disney could to be adapted by the local market,
they would create an acceptable culture of Disney, not just an American style.
For instance, they can survey the need of the local customers and appropriate
plan for the gap of cultural differences, such as acknowledging the
characteristics and attitudes.

Jiajie shi IB207 Evening
4. What should Disney have done differently?
Answer: From this case, the Disney can learn a lot about globalizing operation.
As we plan, we should always have concrete on Marketing research and
strategy before deciding on the actual process of the project, such as applying
all the potential needs and understanding cultural differences. Also, the cost
control problem is also a lesson. We need to operate a cost control, use the new
It technology and advanced management to reduce the cost. Customers
comments are accurately reviewed and to be applied by the managers. Then, the
employees and supervisors are trained with positive thoughts and motivation in
order to solve problems and concerns in every business environment.