General info about Euro Disneyland - PowerPoint PPT Presentation

1 / 26
About This Presentation
Title:

General info about Euro Disneyland

Description:

General info about Euro Disneyland Robert Fitzpatrick Philippe Bourguignon 29% - French 71% - Other Europeans Solution: 1. squeaky clean image – PowerPoint PPT presentation

Number of Views:461
Avg rating:5.0/5.0
Slides: 27
Provided by: lecture11
Category:

less

Transcript and Presenter's Notes

Title: General info about Euro Disneyland


1
General info about Euro Disneyland
  • Robert Fitzpatrick Philippe Bourguignon


  • 29 - French
  • 71 -
    Other Europeans

  • Solution
  • 1.
    squeaky clean image
  • 2.
    lift the alcohol ban

2
General info about Euro Disneyland
  • Total visitors 10 million
  • Expected 11 million
  • Problem it was unclear
  • how the company planned
  • to finance its FFr 810
  • billion cost
  • Solution the company was
  • talking to banks about
  • restructuring its debts
  • Instant hits are things that go away quickly,
    and things that grow slowly and are part of the
    culture are what we look for,

3
In the Beginning

  • Disneys story is the classic

  • American rags-to-riches story
  • In 1955,
    Disney had the

  • brainstorm of sending his movie

  • characters out into the real world
  • to mix
    with their fans.
  • Problem E. Cardon Walker (CEO) Ronald W.
    Miller
  • Solution Michael Eisner was appointed CEO and
    Frank
  • Wells became president

84.375
48.75
4
Disneyland in Anaheim, California
  • The first Disneyland opened in Anaheim,
    California on July 17, 1955.
  • Disneyland strives to generate the perfect
    fantasy
  • Disneyland is the worlds
  • biggest stage, and the
  • audience is right here on
  • the stage,

5
Disney World in Orlando, Florida
  • Two major hotels
  • Disneys Grand Floridian Beach Resort 1987
  • Disneys Caribbean Beach Resort 1989

  • In October 1982, Disney made a

  • new addition to the theme parkthe

  • Experimental Prototype Community

  • of Tomorrow or EPCOT.


  • This new park consists of two large

  • complexes Future World, to show

  • the technological advances of the next
    25 years, and World Showcase, a collection of
    foreign villages.

6
Tokyo Disneyland
  • It was Tokyos nastiest winter day in four
    years. Arctic winds and eight inches of snow
    lashed the city. Roads were clogged and trains
    slowed down. But the bad weather didnt keep
    13,200 hardy souls from Tokyo Disneyland. Located
    on a fringe of reclaimed shoreline in Urayasu
    City on the outskirts of Tokyo, the park opened
    to the public on April 15, 1983.

7
Tokyo Disneyland
  • Oriental Land Co. bought the 204-acre from the
    Walt Disney Co.

  • The biggest differences between Japan and

  • America have come in slogans and ad copy!

  • The problem how to dispose of some 250

  • tons of trash that would be generated

  • weekly by Tokyo Disneyland visitors?

  • Solution trash compactors
  • The
    Japanese proposal pigs to eat the

  • trash and be slaughtered and sold at a

  • profit.

8
Building Euro Disneyland
  • On March 24, 1987, Michael Eisner and Jacques
    Chirac, the French prime minister, signed a
    contract for the building of a Disney theme park
    at Marne-la-Vallee.
  • Marne-la-Vallee is
  • advantageously close to one
  • of the worlds tourism capitals,
  • while also being situated
  • within a days drive or train
  • ride of some 30 million people
  • in France, Belgium, England,
  • and Germany.

Euro Disneyland was expected to bring 600
million in foreign investment into France each
year. The 1.5 to 2 billion first phase
investment would involve an amusement complex
including hotels and restaurants, golf courses,
and an aquatic park. The second phase, scheduled
to start after the gates opened in 1992, called
for the construction of a community around the
park, including a sports complex, Technology
Park, conference center, theater, shopping mall,
university campus, villas, and condominiums.
9
Protests of Cultural Imperialism
  • Disney faced French communists and
    intellectuals who protested the building of Euro
    Disneyland.
  • In early 1985, one of the three state-owned
    television networks signed a contract to
    broadcast two hours of dubbed Disney programming
    every Saturday evening.

10
Financial structure and layout of Euro Disneyland
  • Eisner was so keen on Euro Disneyland that
    Disney kept a 49 percent stake in the project,
    while the remaining 51 percent of stock was
    distributed through the London, Paris, and
    Brussels stock exchanges.

  • Designers presented a plan for a Main

  • Street USA based on scenes of

  • America in the 1920s, because

  • research indicated that Europeans

  • loved the Prohibition era.

  • People walk around Disney World in

  • Florida with humidity and temperatures

  • in the 90s and they walk into an air

  • conditioned ride and say, This is the

  • greatest, said Eisner.

11
Food Service and Accommodations at Euro
Disneyland
  • Disney expected to serve 15,000 to 17,000
    meals per hour, excluding snacks. Menus and
    service systems were developed so that they
    varied both in style and price.

12
Disneys Strict Appearance Code
  • Pronunciation problems - France
  • pronunciation Howdy sounds like
  • Audi
  • Wearing policy-Rules
  • Video presentations-what kind
  • of employees

13
Opening Day at Euro Disneyland and the problems
  • Role of Disney heroes-Mickey is madness.
  • Different cultures have different definitions
    of personal space.
  • 90,000 cars trying to get in.

14
Questions 1
  • Using Hofstedes four cultural dimensions as a
    point of reference, what are some of the main
    cultural differences between the United States
    and France?
  • We determine that there have strong
    uncertainty avoidance, high individualism,
    centralized power structures and lower
    masculinity at French culture.

15
Uncertainty Avoidance
  • Uncertainty Avoidance Index (UAI) is a
    cultural dimension that scores the degree to
    which people feel threatened by ambiguity. The
    uncertainty avoidance is much lower in America
    than in French.
  • In 1992, Euro Disneyland was designed to copy
    the American Disney theme parks back in
    California and Florida with very few concessions
    to French culture.
  • French people found this highly ambiguous,
    and only 29 of visitors to Euro Disneyland in
    its first year were from France. If the French
    want a U.S.-style Disneyland experience, they
    will go to Disney parks in America.

16
Individualism
  • Individualism is the cultural dimension that
    measures to what extent people to look after
    themselves and their immediate family members
    only.
  • In both countries individualism is higher.
    American executives at Disney imposed a strict
    dress code at Euro Disneyland that required
    extremely short hair and banned beards and
    moustaches. Disneys dress code was based on Walt
    Disneys highly individualized, squeaky clean
    American family values. By imposing the Walt
    Disney appearance code, the Americans insulted
    French family traditions. Many of the highly
    individualistic French refused to work at Euro
    Disneyland

17
Power Distance
  • Hofstedes Power Distance Index (PDI)
    measures the extent to which less powerful
    members of organizations and institutions accept
    unequal distribution of power. The US has lower
    power distance.
  • But France has higher power distance. The
    French were confused when Disney appointed mostly
    American-born managers into the front-line
    supervisory positions at Euro Disneyland - many
    of whom were not fluent in the French language.

18
Masculinity
  • A high masculine society places greater value
    on success, money and material possessions.
    Americans have higher masculinity. A country with
    a lower masculinity score places more emphasis on
    caring for others and quality of life. France has
    a relative low masculinity.
  • Clearly, French culture was not a priority
    for Disney during the first year of Euro Disney.
  • Like the other cultural dimensions in this
    analysis, Disney executives should have adapted
    to Frances need for low masculinity values like
    cooperation, friendly atmosphere, group decision
    making, more employee freedoms and environmental
    conservation.

19
Questions 2
  • In what way has Trompenaarss research helped
    explain cultural differences between the United
    States and France?
  • Internal vs. External
  • In an internalistic culture like the United
    States, people believe that what happens to them
    is their own doing.
  • Externalistic culture dont believe they are
    in full control of their destinies, often
    externalistic people adapt to external
    circumstances. Almost, French culture is also
    externalistic.

20
  • Neutral vs. Emotional
  • In neutral cultures, emotions are held in
    check. People dont show their feelings. We cant
    say that American or French culture is neutral.
  • In an emotional culture, feelings are
    expressed naturally and openly. America and
    France arent so high-emotion countries.
  • Specific vs. Diffuse
  • Specific cultures like the United States show
    a strong separation between work and private
    life. Invitations to public spaces are common.
  • A diffuse culture features similarly sized
    public and private spaces. France can be an
    example of diffuse cultures where work and
    private life are closely linked but intensely
    protected.

21
  • Time Orientation
  • In sequential cultures like the United
    States, people tend to do one activity at a time.
    Appointments are strictly kept, with a strong
    preference for following plans.
  • In synchronous cultures like France, people
    usually do more than one activity at a time.
    Appointments are approximate, subject to change
    at any moment.
  • Universalism vs. Particularism
  • Universalistic countries focus more on formal
    rules than relationships. America is highly
    universalistic, which explains why U.S.
    multinationals repeatedly ignore relationships in
    a foreign culture.
  • Particularistic countries place more emphasis
    on relationships than rules. Ideas and practices
    cannot be applied the same everywhere.

22
Questions 3
  • In managing its Euro Disneyland operations,
    what are three mistakes that the company made?
    Explain.
  • 1. The reasons for the poor results of the
    Euro Disneyland are mainly based in a wrong
    self-assessment, leading to wrong decisions in
    the management. The Walt Disney Co. does
    virtually the same management and operating
    mistakes that Euro Disneyland Paris does, when it
    was opened in 1992.
  • 2. Disneylands objectives were very
    demanding. But after the first year there was a
    loss.

23
  • 3. There were numerous errors made regarding
    the overall operation of Euro Disneyland. For
    example, from its American experience the Walt
    Disney Company thought Monday would be the light
    day for guests and Friday a heavy one and
    allocated staff accordingly. Furthermore, to add
    to the operation problem is the difference in
    employee acceptance of conditions of employment.
  • 4 (extra). Before the opening of Euro
    Disneyland executives had estimated labour cost
    would be 13 of their revenues. This was another
    area where the executives were wrong in their
    assumptions. In 1992 the true figure was 24 and
    in 1993 it increased to a whopping 40. These
    labour cost percentages increased Euro
    Disneyland's debt.

24
Questions 4
  • Based on its experience, what are three
    lessons the company should have learned about how
    to deal with diversity? Describe each.
  • Studying the Walt Disney Company's venture
    into France will allow other companies to learn
    from the Walt Disney Company's experiences.
    Recognizing, understanding and avoiding their
    mistakes will allow a company entering a new
    country increased opportunity to succeed.
    Reviewing the Euro Disneyland venture from the
    site research investigation to the present day
    operation will be beneficial to a company
    considering expansion abroad.

25
  • Choosing of location
  • Risk Management
  • Marketing Changes

26
  • Thanks for your attention!!!
  • Authors
  • Ramil Badalov
  • Ehtiram Musayev
  • Elvin Qasimov
  • Elxan Mamedov
  • Jamil Rzayev
Write a Comment
User Comments (0)
About PowerShow.com