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Finishedby:Deen(zhangyingyan)Susan(ZhouShuling)Shaw(XiaoLiang)Harry(huFagang)19/01/2023caseanalysispresentationonDisneySuzhouuniversity
WhatfactorscontributedtoEuroDisney’spoorperformanceduringitsfirstyearofoperation?EuroDisneychosetoopenatawrongtime.2.PriceforticketandDisneyhotelishigherinEuropethaninUS.3.Neglecttheculturalelementinmanagement.
WhatfactorscontributedtoHongKongDisney’spoorperformanceduringitsfirstyear?1.Theparksizeissmall.2.Lackofcompetition.3.Culturaldifferences
Towhatdegreedoyouconsiderthatthesefactorswere(a)foreseeableand(b)controllablebyEuroDisney,HongKongDisney,ortheparentcompany,Disney?1.ManagersdependsomuchontheexperiencesinUSandJapan,neglectthelocalconditionsinFrance,paynoattentiontoopinionsofemployeesfromFrance.2.WronginstructionsleadtheprogramofEuroDisneyintocrises,andthemodefromFloridaisintroducedandcopiedtoFrance.
WhatroledoesethnocentrismplayinthestoryofEuroDisneylaunch?Franceisacountrywithstrongsenseofnationalpride.WhenDisneywantstobuythefarmlandatalower-than-market-price,theFrenchpeoplecriticizeditisanculturalimperialism.Inthenegotiation,AmericanlawyerservesastherepresentationwhichisconsideredhostileinFrance.TheAmericansystemofextinguishingfireissetupinEuroDisney,whichistodenytheFrenchsafetystandard.CompellingtheemployeesfromFrancetowearuniformsofAmericanstylemeanschallengingandattackingthefashioninFrance.
Howdoyouassessthecross-culturalmarketingskillsofDisney?DisneyCompany’sattitudewascomparativearrogancewhenconsideringbuildingtheEuroDisneybecausetheyareallsuccessfulbefore.Thisresultstheignoranceofthepossibleexistenceofchallengesofthenewenvironment.Frenchpeopleareproudoftheirowncultureverymuch.Debtexorbitantisverydanger
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