What factors contributed to Euro Disney’s poor performance during its first year operation? The biggest factors that contributed to the poor performance during the first year of Euro Disney’s operations were: a poor understanding of the marketplace, the issues and the cultural differences between two nations and two differing approaches to business and life. The major factor was ethnocentrism of the American leaders counterbalanced by French national insecurities.
Assuming that people would come from all over Europe as part of the business plan but failing to comprehend how diverse those consumers would be was another major part of the problem. Even though Europe has recently united as the European Union, they have been strongly distinct and independent cultures for centuries. Disney failed to understand the French national character, their insecurities over cultural invasion after having been an occupied nation twice in the last century and their deep commitment to maintaining their identity and liberty.
The arrogance of the French is based on insecurity as a global minority and the arrogance of the Americans was based on a wide open optimism and global success. Another reason is French culture has its own lovable cartoon characters such as Asterix, the helmeted, pint-sized Gallic warrior who has a theme park located near Euro Disney. Price of the park entrance; during 1990s there are many countries are being suffered about economics and the movement of currency around the world and the Gulf War (1991).
If compare between Disney in Orlando and Disney in Paris, most of the people chosen to go Disney in Orlando because the price was much cheaper with guaranteed good weather and beautiful Floridian beaches within easy reach. Climate and Weather, In Paris the weather quite cold not include winter compare to other Disneyland in US, Japan and Hong Kong. In US, Disney was located near beaches weather a bit wormer nice to travel.
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