Service marketing-case-study-euro-disney
description
Transcript of Service marketing-case-study-euro-disney
![Page 1: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/1.jpg)
EURO DISNEY
![Page 2: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/2.jpg)
BACKGROUND
• Company Name: Walt Disney• Business Line: Amusement/Theme Parks• Opening: In 1955, 80-acre theme park in
California, US• Theme Parks: US (California & Florida),
Tokyo and France.• Famous Cartoon Figures: Mickey Mouse,
goofy etc.• Focus : Euro Disney (Disney’s Largest
project in 90’s)• Problem Area: Euro Disney “Service
Delivery Ability”!!
![Page 3: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/3.jpg)
Tangible Dominant
Intangible Dominant
SaltSoft Drinks
Detergents
Automobile
Cosmetics
Fast Food
Advertising
AirlinesManagement
ConsultingInsurance
Tangibility SpectrumTangibility Spectrum
Entertainment – Theme Park
![Page 4: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/4.jpg)
Theme Parks in Europe
![Page 5: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/5.jpg)
Euro Disney Project
• Investments: 21 billion Francs.• Site Size: 1/5th of the city of Paris.• Projected : 12000 Employees.• Forecast: 11 million visitors in first year.• Hotels: Complete ownership of total of 6
hotels.• Occupancy: 70% annually for hotels.• Other Features: 18 hole championship
Golf Course.• Design: Same as other Disney parks but
made adapted for Northern European Weather
conditions
![Page 6: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/6.jpg)
Financial Arrangement
![Page 7: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/7.jpg)
Real Risks Taken…...
• Real Estate Development: Own and Operate hotels and resorts nearby
• Phase II Development: shopping malls , apartments etc nearby
• Sell Phase II: When real Estate prices high
• Expectation: Soaring Profits!!!!• Negligence: Investment made when
European economy was in recession
![Page 8: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/8.jpg)
Criticism of Euro Disney
![Page 9: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/9.jpg)
Catering Multinational Audience
![Page 10: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/10.jpg)
Operations: Reality Vs Forecast
![Page 11: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/11.jpg)
Management & Training
![Page 12: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/12.jpg)
Continued…………….
• Disney Trademark: Smile a lot
• Interpretation of Smile in French Culture
• Total customer satisfaction: Disney Vs Employees thinking
![Page 13: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/13.jpg)
Marketing Concerns
![Page 14: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/14.jpg)
Marketing Counter measures
![Page 15: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/15.jpg)
Euro Disney’s Problems
![Page 16: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/16.jpg)
Euro Disney’s Problems Cont’d
![Page 17: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/17.jpg)
Services Marketing TriangleServices Marketing Triangle
![Page 18: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/18.jpg)
18
The Services Marketing TriangleThe Services Marketing Triangle
Internal Marketing
Interactive Marketing
External Marketing
Company(Management)
CustomersEmployees
“enabling thepromise”
“delivering the promise”
“setting thepromise”
![Page 19: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/19.jpg)
Internal MarketingCompany
(Management)
Employees
![Page 20: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/20.jpg)
External Marketing
Company(Management)
Customers
![Page 21: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/21.jpg)
Interactive Marketing
Employees Customers
![Page 22: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/22.jpg)
GAP MODEL
![Page 23: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/23.jpg)
PROVIDER GAP 1: Not knowing what customers expect
• Lack of market segmentation: All Europeans• Focus on transactions than relationships: Volumes
![Page 24: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/24.jpg)
PROVIDER GAP 2: Not selecting the right service designs &
standards
![Page 25: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/25.jpg)
PROVIDER GAP 3: Not delivering the Service
Standards
Customer not fulfilling roles
•All language to be spoken: Expected by customers.•Barcelona resident Expectations
![Page 26: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/26.jpg)
PROVIDER GAP 4: Not matching performance to
promises
Ineffective mgmt. of customer expectations
• Lack of Adequate Education to customers• E.g. : Toilet signboards were low
![Page 27: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/27.jpg)
11/15/08
SWOT Analysis
Euro Disney
![Page 28: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/28.jpg)
11/15/08
Strengths & Weaknesses
• Strengths– Strong reputation
and brand name– Ability to realize
mistakes and to change
– Financially sound – Phillippe
Bourguignon
• Weaknesses– Cultural imperialism
![Page 29: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/29.jpg)
11/15/08
Opportunities & Threats
• Opportunities– Learn more about
local culture & customs
– Integrate local culture into theme park
– Customize employee standards to the reflect local culture
• Threats– High prices– Increasing value of
the Franc– Employee
dissatisfaction
![Page 30: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/30.jpg)
11/15/08
Euro Disney Update( 1993-97)
![Page 31: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/31.jpg)
11/15/08
Outlook
![Page 32: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/32.jpg)
11/15/08
• New Entertainment programs and special festivals.
• Opening of the Newport Bay Club.• Commercial real estate development of
land around Euro-Disney.• A new suburban rail station.
What’s New At Euro Disney
![Page 33: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/33.jpg)
11/15/08
1997 1996 1995 1994 1993
Sales (in millions) $838 $772 $735 $709 $954
Net Income (loss) 38 40 40 (292) (869) (in millions)
Avg # of employees 10,229 10,307 9,356 10,941 12,177
Five Year Financial Review
![Page 34: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/34.jpg)
11/15/08
Euro Disney Financial Update
![Page 35: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/35.jpg)
11/15/08
Financial Update Continued
![Page 36: Service marketing-case-study-euro-disney](https://reader030.fdocuments.in/reader030/viewer/2022012303/545d2a8db0af9f952c8b4dbf/html5/thumbnails/36.jpg)
11/15/08
Thank You