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International Marketing
What factors contributed to EuroDisney's poor performance during its first year of operation? What factors contributed to Hong King Disney's poor performance during its fiscal year?
There are a wide variety of factors that contributed to EuroDisney's poor performance during its first year of operation, spanning the spectrum of social, political and economic. One of the most significant was the backlash over the overt American ethnocentrism of the parks' attractions, market messaging, characters and approach to marketing the location across Europe (Curwen, 1995). Compounding this was the lack of cultural empathy that Disney showed in how they created, staffed and managed the park once opened as well (Yue, 2009). Hong Kong Disneyland had poor performance due to the value it delivered to customers relative to the price. In addition, like Euro Disney, Disney planners failed to realize just how many Chinese had no idea who the main characters are much of the mark is based on (Yue, 2009). Like Euro Disney, Hong Kong Disneyland experienced a significant backlash based on a lack of cultural empathy and overt ethnocentrism, all leading to leading intellectuals in these regions denouncing the parks as just another aspect of American imperialism (Curwen, 1995).
To what degree...
The foreseeable factors of cultural sensitivity to the specific needs and values of each region could have been anticipated with more of a polycentric approach to selection and planning of each resort (Yue, 2009). Seeing these factors and being able to manage them are two different challenges however. Disney was not able to manage them as they were in large part cultural and deeply embedded in their potential customer base (Curwen, 1995). In retrospect Disney could have taken a more focused approach on each of the aspect of cultural incongruity with the planned parks and created unique, innovative strategies for engraining more o the cultural elements of each country. EuroDisney was only saved after the senior management teams at Disney began to explore new avenues for connecting with prospects while respecting their unique cultural backgrounds (Curwen, 1995).
What roles does ethnocentrism play in the story of EuroDisney's launch?
The launch of Euro Disney has…
Disneyland Tokyo is a cultural anomaly compared to all other Disney parks outside the United States, as the Japanese cherish and deeply value the opportunity to consume American experiences. The success of Disneyland Tokyo further engrained an ethnocentric mindset in the senior management team at Disney corporate, which led to a strong cultural bias and belief that France would be just as successful (Yue, 2009)
Why do you think the experience in France didn't help Disney avoid some of the problems in Hong Kong?
First, the problems in France were completely different than they ones they
EuroDisney With great expectations of 11 million visitors the first year and exceptional profits anticipated from concessions, entertainment, hotels and sports, the Walt Disney Company imperviously launched EuroDisney in April, 1992. Despite the fact there had been two previous attempts at mega-parks in France, each priced at $150M or more and launched in the years 1987 and 1991 that failed, Disney charged on against cultural and economic warning sights. Analyzing this
International Marketing Ethnocentrism is an attitude of superiority, in a cultural sense, where one thinks that one's culture is superior to the others'. Ethnocentrism is the basis of the racism and nationalism and the tribalism sentiments that exist in the world of humans. (Definition of ethnocentrism) In addition, ethnocentricity is generally accompanied by a feeling that because one's own culture is the bets, it is easy to feel contempt and hatred
Marketing Price setting in the business world is essential to success, because price strikes the balance between the competitiveness of the product in the marketplace and the ability of the company to cover the costs of providing the good or service. Thus, price setting has two dimensions. From a market competitive standpoint, the price defines the positioning of the product within the marketplace. A good example can be found with major
A fourth foundational element is the strength of the Starbucks brand itself and is ubiquity globally. As a result of rapid and well-defined strategies for opening up retail stores, Starbucks is now considered one of the most preeminent and strongest brands globally. Starbucks has generated the strength of their brand through combining high-quality coffee and tea beverages with the third-place concept to generate customer loyalty and world-of-mouth among customers and their
International Marketing In many ways, domestic marketing and international marketing are similar. They are based on the same fundamental principles of using price, product, place and promotion to craft appeals to customers that will enhance sales. There are certain facets of international marketing, however, that are slightly different. Marketers need to be aware of what these similarities and differences are. In terms of similarities, the fundamental things that a company must pay