Disney Problem About Europe

What is Euro Disney’s target market, and what are the implications for the development and organization of the park?

Disney has a lot of different targets that are:

• Kids from France but also from the countries around France
• Tourists who are traveling to France and more especially Paris. Today a lot of tourists go to France.

What aspect of the Disney theme park, in terms of park design and service design, might prove to be transferrable to Euro Disney?

What issues should a company think through before extending a successful service concept across cultural boundaries?

Disney committed many different operational errors that affected directly their performance. For example, not giving alcohol, Monday vs Friday, breakfasts in the hotels, parking …

Before extending this successful service concept from America to Euro Disney should have analyze the culture instead of making assumption:

Market Analysis and Market Research are the first and most vital steps that a company must take before entering a new market. Disney should have known exactly their target market, its age, gender, where they live, what is their family structure, what is their income, what they do for living and so on. In fact, Disney probably knew all this information above, what Disney didn’t know was their preferences, their likes, and their dislikes, which culminate by being one of the major errors Disney committed. Disney lacked of accurate information about French culture and French customer’s preferences, instead of doing a Market Research and learn from its potential customers Disney made vague assumptions on what they heard. If Disney would have done a proper Market Analysis and Market Research they would have been able to anticipate many cultural divergences they had.