Case Study of Euro Disney (Mgmt 322)
To this day, EuroDisney struggles to keep its doors open, while the American and European theme parks continue to thrive. My paper for my International Business course deals with the many problems that marked the opening of EuroDisney ...
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For years, the Disney theme park empire was built upon three crown jewels located in California, Florida, and Japan. Combining the familiar, family-friendly characters and images upon which the Disney reputation was built, with clean and well-operated theme parks helped Disney set new standards for efficient, friendly customer service in the theme park industry, with its parks becoming major international tourist attractions. When Disney expanded its theme park empire across the Atlantic, many expected Disney winning streak would continue.
However, when Euro Disney opened in Paris in 1992, the standard model of Disney theme parks, long considered to be a recipe for guaranteed financial success, soon ran into trouble. Tackling the many problems faced by Euro Disney operations has posed many new challenges to Disney, forcing them to reconsider their cookie-cutter standard model for success. For the Euro Disney theme park to survive, Disney must find ways to adapt their theme park model in a manner which preserves the best of Disney while more closely fitting the needs of the European market.
A HISTORY OF SUCCESS
Disney?s theme parks in the United States and Japan were models of success whose strong customer base made a significant contribution to the overall bottom line of the Walt Disney Company. After opening the first theme park in California in 1 ...