Disney Co

9 Pages 2275 Words

o Paris due to short distance and travel convenience like people from Germany or Spain could quickly and conveniently arrive in Paris.
However, the ignorance of the politicians’ unfriendliness and deterrence caused the dire publicity to be spread all over France and probably wider. Politicians are usually the most publicly articulated figures. Thus, their opposition view would probably be spread to many potential visitors or customers that are most likely to decide not to buy or visit Euro Disney Theme Park or products. The negative publicity should have been important factor that Euro Disney marketer did not considered when placing the Theme Park and sustaining the U.S. spirit.
Socio-cultural environment:
Euro Disney marketers have recognized a trend. People are going to theme parks during the weekends for adults as well as children entertainment. Indeed, there is an existing need for entertainment of this kind. Therefore, an opportunity exists in the European market that Euro Disney could have taken advantage of.
However, the opportunity should have not been ‘taken for granted’. Other cultural factors should have been analyzed to decide the positioning of Theme Park. Their prevalent mistake has been the failure to recognize the cultural differences between Americans and French people. Locating the Theme Park near Paris and acquiring agricultural land as well as imposing the U.S spirit undeniably negatively affects french citizens. The French peoples’ lifestyle deeply depends on the gratitude to their traditional agriculture. Thus, the land takeover by an American Company mainly does not provide pleasure to them.
In addition, the politicians’ negative publicity and the cultural leaders’ unfriendliness toward the Euro Disney theme park caused the company to close down one resort hotel and laid off 5000 employees. Taking this into account the Euro Disney marketers should have anticipated peoples’ resistance toward t...