THE NOT-SO-WONDERFUL-WORLD OF EURODISNEY
-THINGS ARE BETTER promptly AT PARIS DISNEYLAND-
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What are the factors contributed to EuroDisneys poor performance during its first year of subprogram?
Walt Disney overestimated the magic that was to be in introducing Europes most lavish and extravagant theme parking lot in April of 1992. The fiscal year 1992-1993 brought EuroDisney a loss of close $1 billion.
Mickey, a major promotion tool of Disney management did not render reason or attraction enough for the European community, foreign at the sister theme park Tokyo Disneyland. European families found EuroDisney to be an over-rated promotion of American culture and lifestyle, unconnected to what was seen by Disneys management as a family affair. In the initial years of operation this led to an overestimation of expected tax and audience figures. Advertising messages had been miscommunicated, emphasizing glitz and sizenot the rides or attractions. Disney remained unsuccessful in attracting customers just by expeditious brand name promotion communicated through Mickey and his friends. Moreover, families were averse to pay hefty price tags on accommodation and fun needed to enjoy the attractions of the park.
Disney failed to manage a healthy family relationship with partner organizations in the host country, which most importantly change them from their number one ally, the French government.
Regional affairs in Eastern Europe and stinting recession in the western half of Europe and Scandinavia contributed much to the poor performance of EuroDisney. Airfare wars during the period of time and disproportionate changes in exchange rate made spending for holidays in Disneyland, Orlandocheaper than a trip to Paris. Of greater consequence was the Gulf War, which statistically reduced travel to and around Europe. The next major so far inline was the birth of new democracies in Eastern Europe. The 1992 Olympics in Spain label another landmark event that shadowed fascination towards...
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