MRKT4030 case 2 - Q&A assignment for case study 2 PDF

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Q&A assignment for case study 2...

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CASE 2-1 The Not-So-Wonderful World of Euro Disney * —Things Are Better Now at Disneyland Resort Paris Q&A

Chloe Boyce MRKT 4030 Professor Fruzzetti 10-2-17

Case Study II – The not so Wonderful World of Disney Q&A 1. What was the #1 mistake made by Disney in their expansion to Europe? a. The biggest mistake made by Disney would be there arrogant neglect surrounding the idea of European expansion. Disney allowed their Ethnocentric frame of mind to navigate them to a cultural mess when Europeans rejected what they saw as “American Imperialism’ at its worst. 2. Many cultural errors were made that neglected European Culture and embraced American culture, which left a bad taste in the mouths of many Europeans. What were some of these errors? a. EuroDisney prohibited the consumption of alcohol within the parks when it is common knowledge that the French are some of the largest consumers of wine. Along with the false assumption that Europeans do not eat breakfast – it was also assumed that Friday was considered to be a busy day when Monday is actually considered busier. 3. How did the employees of EuroDisney receive the foreign practices constructed under Ethnocentric views? a. Another huge cultural difference was the appearance of the workers. In Europe, it is socially acceptable for men to have longer hair, accompanied by facial hair. EuroDisney saw fit that all male employees were cleanly shaven which butt heads with the European ideal. Along with this, there were restrictions on the colors of nail polish that women could wear and the size of their earrings. Disney required employees to act in ways that conflicted with their social customs. The result of this was the resignation of 1000 employees. 4. How might Disney have had a more favorable initial experience in France? a. In order to succeed in a foreign nation – you must understand the people. The failed launch of EuroDisney was a complete consequence of poor planning. Disney was negligent of dietary habits, vacationing habits and all around cultural understanding of the people of Europe. They chose to advertise the park on the

size and wow-factor of the park instead of focusing on the attractions of the park itself. 5. Was France the best choice for Euro Disney? a. Based on metrics discovered while scouting locations for Euro Disney, France seemed to be the best bet. Euro Disney would have been a great joint venture between France and Walt Disney corporation given the proper Europeanization needed to entice the European consumers that would be inhabiting the park. Currently, Disneyland Paris seems to be on a better track....