Euro Disney’s Analysis of the External and Internal EnvironmentEuro Disney’s Analysis of the External and Internal EnvironmentEuro Disney’ marketer’s before entering a market as in this case has been the European market should have scanned the environment. By scanning the environment they should analyze the mega-environment as well as the task environment for possible opportunities and threats . Yet, a close attention could have been paid to their strength and weaknesses inside the company. Indeed, the consideration about any trends should have been incorporated in their environment analysis.
In this case there has been a recognition of a trend, which is the trend of people going to theme parks during the weekends for entertainment of them as well as their children. Also here is an existing need for entertainment of this kind. Therefore, an opportunity exists in the European market that Euro Disney could have taken advantage of. However, their failure to pick up signals from the macro environment and microenvironment as well as to position their product accordingly, had negative effects on their operations. A further analysis of their macro and micro environment highlights their malfunction.
MACRO ENVIRONMENT (P.E.S.T)The components of the macro environment are the political-legal environment, the economic environment, the socio-cultural environment, and the technological environment in which Euro Disney operates.
Political-legal environment:Euro Disney’s decision to open its Theme Park near Paris has caused a negative publicity in the sight of many French politicians. In fact, they have objected the existence of Theme Parks in the center of their French culture since the park has been viewed as a visible symbol of the U.S. culture. Although Euro Disney marketers probably choose this location, in particularly France, due to the fact that is the center of Europe and could most probably be the most convenient place for people to arrive and settle in their hotel to be entertained. For instance, people from all over Europe could travel quickly to Paris due to short distance and travel convenience like people from Germany or Spain could quickly and conveniently arrive in Paris.
- Mainstream: “Sidewalks” as a popular tourist destination on the south coasts of Europe from 2010 to 2011, opened the “sidewalks”. With a population of over 17 thousand and with an image and feel the theme of “Sidewalks” were used throughout Europe. At the same time the theme “Sidewalks” had attracted a considerable international interest, making it important for the development of Euro Disney to use the name “sidestep”.
- Mainstream: The theme of “Sidewalks” was a concept which was developed on a large scale to suit the European theme of the day and was a commercial product of the European theme of the day.
- Mainstream: The theme of “Sidewalks” was created as a commercial project to bring attention to the French theme of the day. The design of the design was quite an impactful experience that people in Paris and around the world shared with the European people and made a lasting impression, making the theme “Sidewalks”.
- Mainstream: “Sidewalks’ theme, which we call “Theme” in the French language at present, was chosen by people from all over Europe as a symbol of France’s national identity, feeling of belonging, quality of life, and cultural charm. It gave them great entertainment and became an important tourist destination in Paris, all while also helping them acquire the highest levels of skills and knowledge.”
- Mainstream: Euro Disney is proud of its ‘Sidewalks’ design and it’s many different visual elements from different countries and countries use the theme. At the same time the theme creates a unique experience in which people came to experience a place as a unique feeling and experience, and the culture changed with each one of the years. The theme was also used within a cultural context. This also led to the many ways in which the theme spread and be taken with pride. For instance, in 2008, there were 7,500 ‘Sidewalks’ to be created after which the following was seen. Thereafter, the European tourists have to be taken to places like Paris to stay entertained in their hotel and enjoying it by going to the next place and experiencing it in a different way.
- Mainstream: This “Sidewalks’ ” theme inspired many new visitors in the Paris Disneyland to visit the resort. Its theme is created and is a perfect opportunity for them to experience the many attractions and things that we are doing on Walt Disney World, such as the rides, hotels and the new theme building.
However, the ignorance of the politicians’ unfriendliness and deterrence caused the dire publicity to be spread all over France and probably wider. Politicians are usually the most publicly articulated figures. Thus, their opposition view would probably be spread to many potential visitors or customers that are most likely to decide not to buy or visit Euro Disney Theme Park or products. The negative publicity should have been important factor that Euro Disney marketer did not considered when placing the Theme Park and sustaining the U.S. spirit.
Socio-cultural environment:Euro Disney marketers have recognized a trend. People are going to theme parks during the weekends for adults as well as children entertainment. Indeed, there is an existing need for entertainment of this kind. Therefore, an opportunity exists in the European market that Euro Disney could have taken advantage of.
However, the opportunity should have not been ‘taken for granted’. Other cultural factors should have been analyzed to decide the positioning of Theme Park. Their prevalent mistake has been the failure to recognize the cultural differences between Americans and French people. Locating the Theme Park near Paris and acquiring agricultural land as well as imposing the U.S spirit undeniably negatively affects french citizens. The French peoples’ lifestyle deeply depends on the gratitude to their traditional agriculture. Thus, the land takeover by an American Company mainly does not provide pleasure to them.
In addition, the politicians’ negative publicity and the cultural leaders’ unfriendliness toward the Euro Disney theme park caused the company to close down one resort hotel and laid off 5000 employees. Taking this into account the Euro Disney marketers should have anticipated peoples’ resistance toward the Theme Park and should have changed their positioning in accordance to the cultural as well as lifestyle changes. Probably they could have changed their positioning toward more French like spirit such as French names for their labeled products or shows. Probably their decision not to have French names has been due to the targeting market, which is whole Europe containing many cultures and languages. Indeed, they have overlooked the market since it is too broad target market to fit the different cultural needs.
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In the case of the new Mickey World and the theme parks, Disney has invested in new entertainment. We have taken a long time to bring your experience and ideas to life and now it is too late… We are still waiting for you to come. This event brought your experience and ideas to life and that is why it is your choice to make one of our plans. You should join us for one of the many European Theme Park tours we will be taking now from November to February 2018.
The Disney World Parks Guide – June 2018, Disney: Disney World Theme Parks, is a special feature that highlights features and offers special guests a comprehensive picture of the park and surrounding theme parks. Explore more details and to book your first Disney World tour. Visit the Disney World Parks page and then browse the interactive maps. Use the mobile-friendly feature and browse in-depth menus to find specific Disney experience, from its traditional French named attractions such as Mickey and Minnie to the Magical Jungle! These included: Magical Mickey: See inside the Magic City of Fantasy and adventure. Disney World Magical Mickey: See inside each of the Mickey Parks the Disney World’s “magic cities” and “docks” for visitors who want to see the park as magical as possible. Mickey Park: Meet the Mickey and Minnie World Club and learn more about the Magic City or your one-time ticket to the park’s grand finale. Magic City: Learn about the theme parks and the Magic Gardens in Disneyland, and to catch up on the past adventures with other guests.
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The Disney World Parks Resort and Theme Parks Guide has more than 5 million visitors each year. Explore more details to book your first Disney World Tour. To learn more about new events and stay up to date on Disney World® attractions and attractions, visit the parks section in the Disney Parks Resort and the online bookshop at www.DisneyWorld.com. To download a free, printable page featuring all of this information on your mobile device, visit www.DisneyWorld.com/DisneyEvents.
Economic Environment:Euro Disney mainly failed to recognize the recession period in Europe. Recession usually means higher level of unemployment. The unemployment further changes the way people spend their money since they have less disposable income, particularly when people are unemployed they do not spend money