Euro Disney

• Michael Eisner, chairperson of Walt Disney Company, was in New Year ’s Eve waiting for a very important meeting with a consultant that would give him some suggestions to rescue Euro Disney of theEuropean economic recession.
• Eisner has an impeccable record of his works, everything what he manage ended up in perfect results. For that reason, he was obsessed to make of Euro Disney the best andmore lavish park of all.
• He thinks that it wouldn’t be easy because Europeans wouldn’t accept a carbon copy from the Americans parks.
• At the beginning of the project, the banks gave a lot ofloans for small investors of France.
• In the first part of the project the idea was to build up 5200 rooms in hotels.
• It been argued that the success of Disney in Tokyo is due to the concept ofthe park. Although, the park manage the language of English and a little bit of Japanese characters, Japanese people is happy being there and enjoy the park not enjoying the American dream but their ownJapanese dream.
• Disney took place in Tokyo in 1983 when Japanese economy was strong.
• Japanese people felt part of the world when America shared Disney with them.
• The consultants came back inFebruary to give to Eisner a report of the studies; they found six main reasons of the problems that Euro Disney was facing. They were:
1. Management hubris: Arrogance among the management team ofthe Euro Disney Park. The entry of American brands and style to the park created some rejection from French people.
2. Cultural differences/ Marketing issues: they did not know how to adapt themarketing and indeed the whole park in order to be attractive to European people.
3. Environmental and location factors: they had to adapt the park to the weather of Europe since its weather is not thatmuch warm as California or Florida is. They already had a little of experience in this infrastructure because Tokyo also required these adaptation.
4. French labor issues: The labor costs were so...