The Euro Disney Land : Not ‘Hello’ Say ‘Bonjour!’
Disneyland is fantastic world to not only children but also adults. Walt Disney Company succeeds in the film industry, so it makes the Disneyland, which is a fantastical theme park in 1955. The Disneyland in LA gained a complete success. The Walt Disney wanted to make Disneyland in Europe to draw the European people. However, unexpectedly, the Disneyland in Europe failed. They have few mistakes.
There are many things to do global marketing. Though they have great products or service, they do not concern about the culture in targeting country, it is no use to attract consumers. The Disneyland in Europe is the best example.
- Geographical Location
Euro Disneyland is near the Paris, the weather of Paris is not appropriate with the theme park. In summer, there is too dry and in winter, there is too humid because of raining. Moreover, French usually go on vacation in Mediterranean, they do not go northern part of Europe.
- Economical Problem
At that time, Europe was in an economic recession, so many people did not spend much money on their vacation. A high exchange rate for dollar and the gasoline price of Europe which is higher than the price of America was a reason why the European did not visit the Disneyland. Moreover, the price of the Disneyland was highly appropriated for their employees, so many people did not only come their theme park but also buy the products in Disneyland.
- Ignore the culture of the Europe
The European especially French spend a lot of time to leisure activities, so they can enjoy their life without going theme park. In this reason, many theme parks in France did not succeed before. French usually drink wine in lunch and dinner, but the Disneyland did not allow the alcohol. They did not eat in theme park. Even they demand using English not French, which is their native language, so they could not communicate well.
- Many Rivals
When the Disneyland opened, there are many things to attractive people in Europe. In 1992 The Olympic Games and International exposition, which is called EXPO, are held in Spain. Moreover, many other theme parks opened or refurbished. It made the attraction of people dispersal.
Global Marketing is difficult, because there are many things to consider such as the culture of targeting country, the relationship between countries and so on. The Euro Disneyland is really good example to show the mistake in global marketing, but few years after, the Disney accept these opinion, so they can be a great theme park in Europe.
Robert F. Hartley, (2004), Marketing Mistakes and Successes EINandCompany