Euro Disney case

Type :

Presentation

Pages :

6 pages

Format :

.doc

Published date :

01/16/2009

Category :

Arts & media

Sub category :

Journalism

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Summary :

Introduction.
The sources of business.
1. The wish to revitalize the experience of the park.
2. The wish to focus on the specificity of the Disney hotels.
3. The wish to distinguish the new visitors from the ones who have already come.
4. The wish to reduce the price barrier and to improve the value perception.
The reasons for euro disney's failure.
1. European economic recession.
2. European culture and marketing failure.
Euro disney as a source of benefits.
Euro disney's financial data.
Conclusion.
Bibliography.

Abstract

Disneyland Park is one of the theme parks belonging to the Walt disney Company. It is settled in Marne-la-Vallée, near Paris (France). The theme park opened on April 12th 1992 as euro Disneyland. In 1994, it was renamed Disneyland Paris until 2002. It is now known as Disneyland Resort Paris. A few years ago, its creation had given rise to a general enthusiasm and to many expectations among the French people affected by a period of unemployment. There is an anecdote illustrating the importance of the project : Disneyland Park's CEO was asking by a journalist whether the building of the park would be late or not because the opening was planned on April 12th 1992 at 9 a.m. Smiling, he answered that the opening would be slightly late and that it would take place on the same date but at 9.01 a.m. The cost of the building operations reached 45 billion francs and the park presently covers more than 60 hectares.