Case Study #1: Disney in France
1. What assumptions did Disney make about the tastes and preferences of French consumers? Which of these assumptions were correct? Which were not?
Disney is assumptions on French consumers’ tastes and preferences were mostly wrong. They thought it would be a good policy not to serve alcohol at the park because it was a children’s park. They thought the park was going to be less busy on Monday and more packed on Friday. The breakfast situation, they were told that French people did not eat breakfast and they served the typical French breakfast. Another mistake they assumed was with their staff. They thought the French would just be happy with the same team model they used at other Disney locations. They also thought Europeans would stay longer than a day at the park. All these mistakes caused alot of losses to the company.
The no alcohol policy was wrong because French consumers drink a glass a wine at lunchtime. Their assumption on thinking what day the park would get full was wrong. The breakfast assumptions were wrong because alot of people showed up for breakfast and wanted to eat bacon and eggs. The staffing assumption was wrong because the French spoke out on their preference on issues at work. They assumed wrong with the assumption that Europeans would stay longer. Europeans actually went to the park as day excursions.
2. How might Disney have had a more favorable initial experience in France? What steps might it have taken to reduce the mistakes associated with the launch of Euro-Disney?
The Disney Company experienced a culture shock with the opening of Euro-Disney. If they had gone with an open mind to understand and be considerate of the European culture the experience of the opening of Euro-Disney would have been a favorable one. They just thought because France wanted Disney to open their location there, they would...