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Published byTyler Taylor Modified over 9 years ago
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Euro Disneyland Mickey Mouse is moving to Paris !!!
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Disney’s assets Name Culture Movies Theme parks
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Disney’s characters in a real world 1955 – creating the first Disneyland in Anaheim, California 1987 – DisneyWorld in Orlando, Florida
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Mickey overseas! April 15, 1983 – opening day of Disneyland in Tokyo (13 200 visitors) One-day attendance record Japanese Mikki Mausu takes the country by storm!
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Time for Europe Where to build it? Spain Italy Great Britain France
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Why France? The best infrastructure Greater amount of inhabitants 20 miles away from one of the world’s tourism capitals - Paris
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Euro Disneyland 1988 – the beginning of the investement in Marne- la- Vallee Total cost of of the project: 4,5 billion USD The area of the park covered about one fifth of Paris
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Expectations 11 million visitors annually 500.000 visitors on the opening day 55.000 visitors per day in the following months
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Close distance for many Europeans Population in millionGetting to EuroDisneyland 172 hours by car 414 hours by car 1096 hours by car 3102 hours by plane
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EuroDisneyland’s Grand Opening On April 12th 1992 fourth Disneyland was officially opened Newspaper comments: „Mikey- it’s madness!!!”
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“Cultural Chernobyl“ Did not become the gold mine like presumed September 93September 92 Income(in FFR)1.8 billion3.1 billion Profit/ (Loss)(1.1 billion)(0.7 billion)
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First director: American, but he was not accepted 1993: Philippe Bourguignon from France took his job
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Problems and Mistakes Divided in Adventureland, Dicoveryland, Fantasyland, Main Street USA Strict rules conerning workers‘ dress for men and women Other problems occurred
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1)Situation of the park 2)Wrong research of demographic and sociological factors leaded to wrong assumption was not confirmed in reality
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Incorrect measurement of parking spaces Wrong American research about European meal habits Different expectations about crowded visitors days
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Wrong assumptions about the composition of the visitors and amount of spendings (time and money) in EuroDisneyland
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Problems (1) Alcohol drinks (do not allow to drink and sell) European alcohol drinks during their meal Transportation connect with hotels and park (not necessary for European walk)
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Problems (2) Estimate 33 USD on beverages and souvenirs (but 12% lower) Price of ticket high (around 43 USD) 33% more than in Florida Bankrupt and financial difficulties (influence banks and its backers)
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Solutions (1) Change the name (remove the poor reputation, more romantic) Accept alcohol drinks (in 1993 May) Laid off employees (reduce the cost)
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Solutions (2) Discount package (after 5:00 p.m. or use hotels not in the season) Marketing strategy (attractive scenic spot in a journey)
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Solutions (3) Price of tickets (lower) Prices for tickets to the Disneyland Paris in 2003: From April to November 2003 PriceAdultsChildren 3 – 12 years 1 day ticket39€29€ 3 days ticket107€80€
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A new Disneyland in Hong Kong: Disney set-up in China since September 12th 2005 Smallest Disneyland’s park comparing the atractions with the other Park of disney
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Disneyland in Hong Kong: A replica of the original theme park in California BUT with a chinese flavour: chinese food in the restaurants, Mickey&friends wearing traditional Chinese outfits
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The park employ 5.000 workers The US$ 3.5 billion park: A joint venture betwen Disney&the Chinese governement. Why Hong kong?: -beautiful city -richest city in China
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VALUATIONS: The government hopes to earn $19 billion over the 40 next years. Hong Kong Disney is a key tourism infrastructure will bring economic benefits to the city.
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CRITICISMS: Complains from visitors Protests from environmental groups. The Chinese government taking high risks. A problem of capacity
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Thank you for your attention!
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