Case study assignment - Essay Example

Question6. Given the success in Tokyo could Disney management use it as a guide to successfully marketing their operations in France? The Disney management could not successfully repeat the Tokyo experience in France. The American way of marketing the Disney dream to French audiences could not get the applauds of the visitors initially but later changes in the marketing strategy provided good results. Expenditure was allowed to exceed by running costly trams on the track along a lake to transport guests from hotels o the park, which crossed the estimated budget from FFr 14 billion to FFr 16 billion.

Hotel construction cost also crossed over from estimated FFr 3.4 billion to FFr 5.7 billion (Case Study).The Tokyo management concept could not be successful because the French population was not as open to the American ideas as was the Japanese audiences, very exited to see the American Disneyland experience no matter what it cost. Financial losses compelled management to charge high rates of rooms rent and food served. The management found flaws in the European perspective of market financing while comparing it with the US market financing.

Later, management revised the marketing plan for Disney by implementing strategic and tactic changes at the right time. Changes were made to adapt to the French culture by allowing wine andentry of pets in the Disneyland. The French characters like Zorro, Mary Poppins, and Alladin were casted in advertisements along with celebration of Donald Duck’s birthday to position EuroDisney on the top of the European destinations for short time visits. The new French CEO changed marketing tactics by capturing local markets based on different tourists’ habits.

Advertisements and packages were structured according to the city marketing trends. Park admission rates were reduced by 20% and room rents by 30% with special promotions for the winter season. The name of the park was changed to Disneyland Paris (Case Study).Question7. Euro Disney should recognize that each major expansion into any country will demand a unique approach”. Discuss this statement regarding their marketing approach to Hong Kong.Taking a lesson from its experiences of Tokyo Disney management, the Hong Kong Disneyland marketing strategy was made keeping mainly the Asian audiences in view.

Local cultural traditions were particularly taken care not to antagonize the feelings of public as it happened in the case of Tokyo Disneyland. The American experience matched only in the matter of admission fee, which was marginally more affordable and similar to the Disney’s US parks in California and Florida than to the fees in Tokyo and Paris (Asia Times 2005). According to Roy Tan Hardy, vice president of marketing and sales of Hong Kong Disneyland, regarding park’s attractions “We carried out extensive, in-depth consumer insight studies, which revealed that potential guests would prefer a classic Disney theme park over any other experience.

” Thus, the Hong Kong theme park was based on the original Disneyland in Anaheim in California (Asia Times 2005). The marketing functions for the Hong Kong Disneyland began two years in advance with regular programs on Hong Kong’s TVB Jade by showing three minute documentaries on the history of Disney and Disneyland theme parks with the purpose of introducing the concept of Disneyland (Asia Times 2005). The consideration for demographics was central in the campaigns for creating awareness among the people of southern China’s Guangdong providence, the targeted visitors from the mainland China to the Disneyland.

Marketing initiatives in this region included TV spots on TV channels in 20 selected cities, and Disney storytelling visits to schools in several cities. A call center facility for online booking of tickets and hotel rooms was started for the ease of the visitors in February 2005. The Chinese influence could be seen in the overall presentation besides following the feng shui recommendations on all aspects of the Disneyland (Asia Times 2005). References:Asia Times, 2005. Hong Kong Disneyland opens at last.

Asia Times Online Ltd., 13 September. Case Study: The Not-so-wonderful world of EuroDisney—things are better now at Paris Disneyland.