Business Development Case Study: Disneyland Paris Resort Evaluation

This case study examines the Disneyland Paris Resort (formerly Euro Disney Resort), focusing on its initial challenges and areas for improvement from 1992 to 2006. The report identifies the main mistake as a failure to adequately consider cultural differences, leading to issues with Americanized themes, food, and marketing strategies that did not resonate with the French market. The study analyzes the impact of these missteps, including the lack of cultural awareness, marketing failures, and operational issues. The case study then suggests improvements, such as incorporating European cultural elements, adapting food offerings to local tastes, and developing marketing strategies that are sensitive to cultural differences. The report concludes by emphasizing the importance of understanding cultural factors to enhance customer satisfaction and achieve business success, offering recommendations for future strategies and operational adjustments to better align with the French market's preferences and expectations.

CASE STUDY -
DISNEYLAND PARIS
RESORT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Main Mistake of Disney from the concept of Paris resort in 1992 to 2006...........................1
Area of improvement..............................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Disneyland Resort Paris is actually Euro Disney Resort. It is an entertainment resort
situated in Marne-la-Vallee which is located 32 km east of centre of Paris. This is most visited
park in Europe. It is the part which was opened for public where they can enjoy with their family
and friends. This is identified that around 13.4 Million people visit this place in a year and this
resort was opened in year 1992. It is operated and controlled by Walt Disney Company.
Disneyland has two theme park, resort hotels, shopping and dining, entertainment complex, golf
course and many additional recreational and entertainment sites. There are two Disney parks that
are outside US i.e. Disneyland Resort Paris and Tokyo Disney Resort (Matusitz, 2010). In this
report, there is evaluation regarding Disney's main mistake related to Paris Resort in year 1992
to 2006 and suggestion is also provided which it should consider so that they can achieve future
success in their field (Wang, 2010).
TASK
Main Mistake of Disney from the concept of Paris resort in 1992 to 2006
Disney has expanded their business in large area. Disneyland Paris resort is also known
as Euro Disney Resort. It is most entertaining place in Western Europe. They are efficiently
providing their best services to a large number of people in different country. When they are
expanding their business to other nation then there are some factors that had been ignored by
them (Ransley and Ingram, 2012). These areas were related to Paris Resort and these issues are
faced by them in 1992 to 2006.
Following were the mistake that were committed by Disney-
Disney did not make focus on cultural aspects and there was lack of awareness of this
concept. Disney Corporation faced some difficulties that were related to globalization of Disney
Corporation where they have not met cross cultural management and strategies. Due to this
factor, they faced some problem in their operation. They failed to adopt French environment and
they faced criticism of foreign and domestic factors. They did not consider cultural differences
while expanding their market area. Euro Disneyland created an environment that was not
accepted by European culture. Disney has ignored cultural difference among US and France
(Sehlinger, 2010). There was one theme of Euro Disneyland that was American. They followed
1

their own traditions where they do not serve wine. But it was the attitude among French that
alcohol was their fundamental right and it can't be denied by any one.
Most of the restaurant of Disney Paris were based on American Food but there was an exception
i.e. Fantasyland. Recipes of American restaurant were also different that was not as per demand
of people. There were many complaints that were received from Paris Disney visitors that it was
too “Americanized”. Appearance of “Americanised Disneyland” in Paris would encourage
American brand of consumerism (Delaplace, Pagliara and Pietra, 2016).
Disneyland has intention to continue their own traditional design and they shared many
features and attraction of other Disneyland. The cultural aspects can be seen in their design,
standard of employees and habit of eating. Its hotels, rides and themes are in way of American
flavour. Disney tried to enhance number of visitor and for that they hired employees from
various nationalities but it is identified that most of its visitors are from France. Disney's
employees were trained so that they can offer better quality services to customer and can practice
reliable managerial practices (Mukerjee, 2012).
(Source: Disneyland Resort Paris, 2017)
They have committed mistake in relation to marketing of their products and offers. In their
marketing strategy, they posted most of the American cultural things that was not accepted by
2
Disneyland Resort Paris Map

people of nation and it resulted in failure of Disney's plan. In their marketing plan, Disney has
made concentration on American strategy and food and it is identified that the culture of Disney
is based on America. So, it was not accepted by people and they faced huge decrease in number
of customers of their resort (RENAUT, 2010).
There were some issues faced by Disney when it is identified that roads would be chaotic
and they were worried about traffic and there was one-day strike that cut railway connection
from Centre of Paris. It was identified that there were around 25000 visitors less as compared to
other days. This is important for them to consider an effective plan and formulate their strategies
according to will of people so that it can be accepted by people at large.
Area of improvement
It is important for Disneyland to improve some area of their operation so that they can
provide better services to the people and attract large number of customers toward the resort.
There are some issues that are faced by its customers in Disney. So it is required to address such
so that it can achieve future success (Meahan, 2016).
Many areas of operation’s management are considered in Disney and it is required for
tthem to make some improvements so that they do not face future issues. The area of operation
of Disneyland considers sales and operation, marketing and other. There are some issues that are
faced by people that is related to Disney's restaurant and hotels. It is identified that culture of
their operation is based on American theme. So, it is required for Disney to consider tastes and
preferences of French people and implement it in their operation so that they can provide their
services to a large segment of customers. Customers had issues where they said that the taste of
their food is based on American recipes which is generally not accepted by people and thus it
negatively impact the performance and operation of Disneyland Resort Paris. It is required for
them to consider tastes of people of France, and not of Americans so that they can satisfy
demand of people and can provide their services at large (Fabry, 2015). Euro Disney should
incorporate customary European factors so that they can identify taste and preference of
European visitors.
It is required for them to consider cultural factors in their operation effectively so that
they can address the problem that are faced by customers. This is important for Disney to
consider cultural factors of place where they are operating so that they can provide maximum
satisfaction to people (Overbey, 2012).Large number of customers visit Disneyland per day and
3

it is identified that they face some issues which are related to taste of food and services in their
restaurants. They are offering their services which is totally as per the demand of American
culture and as per the tradition of America. It can be seen in their services that are rendered by
them in their restaurants. This is essential for them not to consider tradition of one place but
provide their services as per the market demand so that they can satisfy needs and wants of
visitors in Disneyland (Matusitz, 2010). It is required for them to make focus on operation of
their restaurant.
They are considering American tradition in their area of operation so it is important for
them to improve it and follow the tradition of place where they are operating their business. It
helps to enhance their market area and people can accept products and services of Disney.
It is also required for Disney to make some improvement in marketing operation so that
they can attract large number of visitors. The marketing strategies must be formulated that must
be efficient enough to attract enormous number of customers (Giroux and Pollock, 2010). It is
important for them to consider traditional aspects and cultural factors in marketing so that they
can attract people toward them.
This is essential for Euro Disney to focus on management resolution and analyse the
problem that are based on their own practice in different places. It is also required for them to
understand and formulate effective plan so that they can address gap of cultural differences. This
is important to consider while acknowledging the characteristics and attitude of European
nationals. It helps to formulate good marketing strategies in this regard (Miceli, 2011).
CONCLUSION
As per above study it can be concluded that Disneyland Resort Paris is the best
entertainment place which is situated near Centre of Paris. Many fields are covered in this that
help to enhance their market sector. There are some issues that are faced by visitors while
visiting cited place. It is important for them to consider such issues in their operations and take
effective measures so that they can be effective to eliminate such forces. They are operating their
business and most of their operations are based on American culture and tradition. People faced
problems in their restaurants because the taste of food offered is based on American taste and
preference. Some factors are required to be adopted by them so that they can address such factors
in effective way as incorporation of new desk i.e. customary European. It helps to identify the
4

taste and preferences of people of Europeans so that they can provide maximum satisfaction to
them by offering quality product and services.
5

REFERENCES
Books and Journals
Delaplace, M., Pagliara, F. and Pietra, A. L., 2016. Does high-speed rail affect destination choice
for tourism purpose? Disneyland Paris and Futuroscope case studies. Belgeo. Revue
belge de géographie. (3).
Fabry, N., 2015. Potential Contribution of Collaborative Forms in Tourism Innovation: A Focus
on Tourism Cluster. Collaboration in Tourism Businesses and Destinations: A
Handbook. p.285.
Giroux, H. A. and Pollock, G., 2010. The mouse that roared: Disney and the end of innocence.
Rowman & Littlefield Publishers.
Matusitz, J., 2010. Disneyland Paris: a case analysis demonstrating how localization works.
Journal of Strategic Marketing. 18(3). pp.223-237.
Matusitz, J., 2010. Disneyland Paris: a case analysis demonstrating how localisation works.
Journal of Strategic Marketing. 18(3). pp.223-237.
Meahan, S. A., 2016. Pricing Paris Hotel Rooms: A Hedonic Pricing Approach.
Miceli, S., 2011. Miceli's Method of Internal, External, and Mediated Levels: Elements for the
Definition of a Film-Musical Dramaturgy. Music and the Moving Image. 4(2). pp.1-29.
Mukerjee, K., 2012. Customer Experience Management: A Framework for Successfully
Managing the Customer Experience. SAMVAD. 4. pp.55-65.
Overbey, J., 2012. The mouse who ruled his kingdom: An agenda setting analysis of the Walt
Disney World company.
Ransley, J. and Ingram, H., 2012. Developing hospitality properties and facilities. Routledge.
RENAUT, C., 2010. Disneyland Paris. Disneyland and Culture: Essays on the Parks and Their
Influence, p.125.
Sehlinger, B., 2010. Unofficial Guide to Disneyland Paris. John Wiley & Sons.
Wang, Z., 2010. Mindful learning: Children's developing theory of mind and their understanding
of the concept of learning (Doctoral dissertation, University of Pennsylvania).
Online
26 Reasons to Regret the Existence of Disneyland Paris. 2017. [Online]. Available through:
<http://www.themeparktourist.com/features/20150821/30494/how-euro-disneyland-
derailed-disney-decade>. [Accessed on 21st July 2017]
6