Marketing des loisirs : Disneyland Paris

Étude de cas Marketing & marques Marketing tourisme

Date de publication :

03/09/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

5 pages

Niveau :

expert

Consulté :

2 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Use the case to show the effectiveness if their market research
How to mix one culture and another one?
So many failures from the beginning

Résumé :

The marketing strategy used was probably the same they would have used in the United States. Their thinking was that if the US reacted favourably, then the French would surely react the same way. When Disney failed to recognize the differences in the French market compared to the other markets they had been successful in; they placed themselves in a difficult situation. Not only did the French people have a lovable cartoon character, a theme park with this same character existed not far from where EuroDisney was built. Disney's arrogance and again ethnocentrism led them to believe that the competition would not be a problem. Economic Climate, Transatlantic airfare wars, the Gulf War in 1991 and 09/11 that caused a hold on vacation travel, a European recession became dangerous. All those macro changes did not help disneyland to reach the success expected.
As far as the disneyland resort in paris is concerned, we realised they had lots of information but they could not manage to use them in a right way and we will see in this paper they underestimated some crucial data.
It aims at finding the subjective factors that enables the firm to understand the market and the consumers. This should have been made by observation, survey research, focus group or even Delphi technique. The difficulty for disneyland managers was to go and check the information themselves because they were probably in their office in the U.S Disney's Headquarter.