1. Disneyland Case Study

2. Content 1. Case summary 2. Factors contributed to EuroDisneys poor performance - Correction of cross-cultural marketing 3. Factors contributed to Hong Kong Disneys poor performance Cross-cultural marketing strategy 4. The future of development TVC 3. Case Summary (1) 1955 California Disneyland 1971 Orlando, Florida 1983 Tokyo Disneyland 1992 EuroDisney/Disneyland Paris 2006 Hong Kong Disneyland 2015 Shanghai Disneyland X Disneyland 4. Case Summary (2) Have no special strategy Mistaken assumptions Do not understand French culture Competition Economic Financing Losses 5. Case Summary (3) 1992: Separate Marketing 1994: Disneyland Paris, Financing help 1996: Success 2005: Facing bankruptcy Leap into China=> Hong Kong Disneyland 6. EuroDisney Factors contributed to the poor performance 7. CULTURE Bring American culture to build EuroDisney 8. CULTURE Disney characters contrasted with French cartoon characters Mickey & Minnie MouseAstrix & Obelix 9. CULTURE Habit of eating & drinking Habit of having breakfastBan drinking wine 10. CULTURE Disney expected for one-month family vacation 11. OTHER FACTORS The transatlantic airfare wars 12. OTHER FACTORS Worlds Fair in Seville & the 1992 Olympic in Barcelona 13. OTHER FACTORS 14. EuroDisney Mistakes of Cross-cultural marketing Lacking of awareness of culture SRCEthnocentrism 15. Euro Disney Change of the marketing strategy National markets were targeted separately Advertising campaign featured the French favorite characters Creating an original character tailored for European audience Prices - Special promotions Adding Walt Disney Studio Theme Park with the history and culture of European film The central theme is that people visit the park for an authentic Disney day out 16. Hong Kong Disney Factors contributed to the poor performance Small size Un-Differentiation Unfamiliar characters 17. Hong Kong Disney Cross-cultural marketing strategy (1) 18. Hong Kong Disney Cross-cultural marketing strategy (2) 19. Hong Kong Disney Cross-cultural marketing strategy (3) 20. Hong Kong Disney Cross-cultural marketing strategy (4) 21. What location should be next? 22. Location should be next 23. Conclusion Disneylands global expansion got success as well as failure; Although withdrawing lesson from EuroDisney, Hong Kong Disneyland had to face with its strategies changes; Wherever locations Disney intent to open, beside its inside necessary preparation, the strategy should be a revolution to adapt new culture and environment. 24. Thank you