Disneyland Paris: Strategies, Data Collection, and Analysis

This report provides a detailed analysis of Disneyland Paris, focusing on its business strategies and challenges. It begins with an introduction to Disneyland Paris, including its location, history, and key features. The main body of the report includes a literature review of the strategies employed by Disneyland Paris, examining issues such as cultural integration, financial challenges, and competitive market dynamics. The report also explores primary data collection methods, differentiating between interview, Delphi techniques and questionnaire methods. Findings from the study are presented, highlighting qualitative data related to cultural factors, climate, and other issues affecting the theme park's performance. The report concludes with a discussion on the appropriateness of different information gathering approaches. Overall, the report offers valuable insights into the strategies and challenges faced by Disneyland Paris in the competitive theme park industry.

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Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Literature Review .......................................................................................................................1
Primary Data collection methods................................................................................................2
Findings of different methods from the study.............................................................................3
Appropriateness of different approaches of information collection ..........................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Disney Land
It is situated at Marne laa vallee , France located 32km east of the centre of Paris. The owner of
the land is Walt Disney. It is opened on 12th April 1992 (27 years ago ). Disneyland Paris
celebrated its 25th anniversary in 2017. It has two theme parks,many resort hotels, shopping,
dinning,entertainment and a golf course is there. Disneyland park is the first originally theme
park and a second theme park Walt Disney studio park opened in the year 2002. In Disneyland
there is 5800 total rooms has been built. Its towers are oxidised silver and bronze-coloured
stainless steel under the lights of canopy. It has a daily attendance of 55,000, and served 14000
people per hour inside the park,29 restaurants were built inside the work. It is one of the greatest
place in the earth. It is the place where little kids go to meet Mickey Mouse. It has approximately
12000 employees aimed as permanent and in seasonal time it will exceed, and they posses
sufficient communication skills who spoke two European languages. It is an entertainment theme
park that posses everything to have the fun. It is one of the most visited parks in the Paris. The
report will highlight on the literature review of different strategies being used by Disney land
Paris. Further the report will include the range of primary data collection method and evaluate
the different approaches to information gathering.
MAIN BODY
Literature Review
According to Alsem (2019) there was need of integration when the Disneyland entered
into the French environment. This integration involved a lot of efforts, both the sides had to work
out a system that would work out for Paris Disneyland. do Patrocínio (2018) argues that the
Disneyland had to ask for the financial help and save cost or else it would not be rescued from
the loss it faced due to the failure in first year. Martins (2018) stated that strategies from other
competitors can affect Paris Disneyland in this industry, so the company must come up with new
strategies to face them. Warren(1999) argues that expanding market strategies based on the
competitive market views can turn Disneyland more competitive in the industry. According to
Yao (2017) the first change Disneyland could do is to adopt the French Culture and the company
was new at that time so it was necessary to apply the strategy as soon as possible to acquire the
French market. Yu (2017) stated that the Disneyland's first foreign venture was of great success
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and the decision was made to expand further. Comstock-Skipp argues that the fourth Disneyland
was not as successful as they anticipated and the target of 11 million guests in the first year was
met but the revenue did not roll as much as planned. Disneyland concept was to construct
American Dream on Foreign soil which resulted to lack of physical, financial and cultural
environment in the future market. The biggest mistakes were the over ambitious plans to develop
the site which resulted to shortage of finance. Second main cause was the cultural distance, In
America the average stay in Disneyland is 4 days, while most European visitors just stayed for
two days. In America the season is not important while visiti8ng the theme parks whereas in
Europe the seasonality is of more importance in tourism industry. Also the the European people
would rather have more short vacations rather than long ones which resulted in decline of visit
rate in Europe and Paris Disneyland. Also the Disneyland made a wrong estimation of food and
beverages. American people did not demand breakfast but European visitors mainly demanded
the food at the time of the visit and the high rates of the food products in the park had led to the
decrease in buying by the European visitors due to economic recession in Europe. The third
factor turned out to be climate. Paris is near to North Europe and hence due to cold climate the
best time for outdoor activity is not more than six months. So this turned out to be instability of
making profits by Paris Disneyland. So these were the different issues for the strategies being
adopted by the Disneyland, in order to expand their market in Paris, France.
Primary Data collection methods
When the data are collected directly by the researcher through different techniques and
the collected data is in the original form or raw data then the data is termed as primary data and
the methods used to collect these data is called primary method of data collection. There are
several methods for collection of this primary data-
Interview method- In this method the interviewer asks questions directly to the respondents
through email, telephone of personal visit. The researcher can visit the residence of the
respondents if the data collection is small. But in case of the large data collection the researcher
uses the telephonic survey or email format to collect the data.
Delphi techniques- Here the researcher obtains the information from the panel of experts either
personally or through sending a questionnaire through email. Here each expert in its respective
field is asked the questions and opinions on the matter of concerned problem so as to reach one
common answer.
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Questionnaire method- It is the most evident method of data collection as it comprises a set of
questions related to he research problem. It is convenient when the data is to be collected from
the diverse population. Usually it contains the set of questions printed on paper and the
respondents are allowed to answer them based on their experience and knowledge.
Findings of different methods from the study
Qualitative data is being found from the above report. This includes the the findings of
the different problems and issues over the strategies being used by the Disneyland Paris. The
report stated the cultural factors that comes under the qualitative data, which affected the strategy
being used by the Disneyland Paris in European countries. The issue was regarding the cross-
cultural conflicts of the Company and the market. Further it included the Climate changes as a
factor responsible for the decline in growth of Disneyland Paris and other factors that affected
the visit turn over rates of the theme park. Thus there were the qualitative data findings among
the Disneyland's analysis.
Appropriateness of different approaches of information collection
Information gathering helps the organizations to undertake the complicated and critical
tasks that would be hard to complete without the availability of gathered information. In simple
terms it is an act of gathering information from various sources and through various means. The
following are the different ways and approaches that could bring out success to the information
gathering-
 Staff must be trained in different approaches to inquire about specific information.
 With Interviews, the staff should have good questioning skills while collecting the
information
 Team-reporter facilitates information gathering
 Scheduling and sending email queries to the target population.
 Arranging an archive of team status reports.
 Internet researches
Thus these approaches the organizations can use in the modern business era to collect different
type of information from the sources.
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CONCLUSION
From the above report it is observed regarding the study of Disneyland company and its
establishment in Paris. Further the report focusses on the literature review on different strategies
used by the Disneyland Paris and the issues being faced by the company. The report also
includes the different methods used for the collection of primary data by the researcher or
organization. The report concludes with the different approaches being used by the organization
in gathering the information.
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REFERENCES
Books and journals
Alsem, K.J., 2019. Applied Strategic Marketing: A Step by Step Approach. Routledge.
Comstock-Skipp, J.K., FROM THE WORLD’S FAIR TO DISNEYLAND: PAVILIONS AS
TEMPLES.
do Patrocínio, R.F., and Martins, K.S., 2018. The vision of the Disney World: an experience
marketing study at The Walt Disney Company. Archives of Business Research 6(9).
Matusitz, J., 2010. Disneyland Paris: a case analysis demonstrating how glocalization works.
Journal of Strategic Marketing. 18(3). pp.223-237.
Warren, S., 1999. Cultural contestation at Disneyland Paris. Leisure/tourism geographies:
Practices and geographical knowledge. pp.109-125.
Yao, J., 2017. October. Research on marketing strategy: case study of Disneyland. In Second
International Conference On Economic and Business Management (FEBM 2017).
Atlantis Press.
Yu, I.H., 2017. Investigating the poor financial performance of Disneyland Paris.
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