A TRANSFORMATION OF EURO DISNEY TO DISNEY LAND PARIS. THE VARIOUS STRATEGIES IMPLEMENTED AND THE LESSONS INTERNATIONAL MANGERS CAN LEARN FROM THIS CASE STUDY

2. Group 2
Bachelor of international business management
International service marketing
Case study: Disney land Resort Paris
Group names Reg no
MUSUYA WANANDA PATRICIA S16B41/005
NANGOBI REHEMA S16B41/069
KATO HANIFA NABANKEMA S16B41/014
AYEBARE EUNICE S16B41/002

3. Services
a transaction in which no physical goods are exchanged between
buyer and seller. – intangible.
valuable action, deed, or effort performed to satisfy a need or to
fulfill a demand.
services marketing
Category of marketing strategies focused on selling any thing
that is not a physical product

4. Guideline questions
1. In your opinion why was Tokyo Disney a success and euro Disney initially
wasn’t?
2. Why is it important for service marketers to continuously conduct customer
research?
3. List and describe three attributes that were critical for euro Disney's later
success
4. Discuss the reasons for agreeing or disagreeing with the statement: “Disney
land resort Paris should, therefore, create its own brand of family experience
completely adapted to the local brand”

5. Disney land
YEAR EVENT
1923 Birth
1937 Company formation
1950 TV program
1955 First Disney theme park
1971 Florida park
1992 Euro Disney resort - Disney land resort Paris
1995 Abc acquisition
2005 Hong Kong Disney land
2006 Pixar acquisition

6. Factors for euro Disney land’s initial failure
• Problematic naming
• Cultural Chernobyl
• Economic recess-€63 million net loss in initial two years
• Banning of wine
• Wrong environment choice
• High expectations
• Administration wrangles
• Failure to do customer research
• Labor turn over-1000 employees left due to Americanization of
services
• Disney look- have a nice day mentality/smile

7. Factors for Tokyo Disney land’s success
• Flexibility of culture with Japanese
• Feasibility of expansion
• Studied the economic conditions
• Tokyo climate was flexible
• Appropriate branding
• Incorporating Japanese culture

8. Reasons for customer research
• To Identify potential new customers
• To Understand your existing customers
• To Set realistic targets for a business
• To Develop new effective strategies
• To Prepare for possible business expansion
• To Identify new business opportunities
• To Solve your biggest business challenges

9. Three attributes that were critical for euro
Disney's later success
• Change of name
• Financial assistance-investment
• Operational excellence

10. We agree
• To Capitalize on Disney’s reputation
• To build trust and credibility.
• To create immediate brand equity.
• To stand out from competitors
• To make Disney memorable.
• To demonstrate passion and commitment

11. Strategy implemented Evidence
Service recovery Change of name
Service development Different theme parks for different ages
Customer defined service standards The standards of services were defined by
customer tastes and preferences
Customer research Adequate research before setting up Tokyo
Disneyland
Continuous promotion Movies, vacation places, theme parks, hotels
and resorts
Operational excellence Management of time and service
Brand identity Branded the happiest place on earth ; to
deliver emotional connection to their services
Disneyland Paris’ marketing strategies

12. THANK YOU FOR LISTENING
AYEBARE EUNICE
KATO HANIFA NABANKEMA
NANGOBI REHEMA
MUSUYA WANANDA PATRICIA