Disneyworld

In: Business and Management

Submitted By monzy
Words 334
Pages 2
Disneyworld
- Disney entered Europe after successfully launching itself in Japan with best of intentions of incorporating the European culture in their operations. However to be successful in other regions, companies have to do a lot of research and understand the social preferences of the target audience. Europeans are more likely to be eating with family around the dinner table compared to Americans who prefer to have the convenience of eating in front of the dinner table. There is a difference in shopping habits too. Europeans prefer to have open air shops while Americans prefer to shop in big hyper markets. In terms of eating habits, Europeans have more balanced meals and less fast food than Americans. Euro Disney though failed to understand the cultural differences and the marketing strategy failed. Europe had quite dissimilar countries like Norway and Germany on one hand and Spain, Italy and France on the other hand. They also failed to understand the travel behavior of the Europeans who prefer to take long vacations and not short ones which Euro Disney offered. They overlooked the calendar timings where Europeans were more likely to travel. The restaurant design was classy and American like which was rejected by Europeans as they felt that they were artificial. Apart from the restaurants, the meal scheduling was also flawed. Euro Disney also had a no alcohol policy which the Europeans did not like as wine is important part of their culture.
Europeans are bound by tradition as to what they eat and the way they shop. Though Europeans are brand conscious, still they prefer national brands. So changing the name to Disneyland Paris appealed more to them as Paris was considered as romantic while Euro was related to commerce and business. To attract Spanish and Latin American markets, special week long celebrations could be organized. It has to be done in such a…...

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