Name: Ma Shadan, Thu , Zin May and Phwe Phwe

Comprehensive Case Analysis: EURO DISNEY S.C.A. A FAIRY TALE?

1. Analyze the mission statement, vision statement and the long-term objectives
Mission statement: Euro Disney S.C.A is a France-based holding company engaged in the
amusement business which is committed to bring amusement magic to our customers. It is also
dedicated to offer employment and professional skill, to increase tourism and to share experience
while standing strong among competitors.
Vision statement: We are here to be the benchmark for our service in Europe by satisfying our
customers while growing profitability with creativity and initiative.
Long Term Objectives:
(1) To continue our effort to adapt to European Environment
(2) To create Euro Disney Land as Europe Top Tourism spot
(3) To ensure continual growth of amusement business while promoting higher sales
2. Evaluate all Exhibits and consider their impact in the strategic analysis
(1) In April 1992, Euro Disney suffered from financial losses of 1.5 billion French francs.
The company need to find a way to recover the lost by changing their strategy. They need
to sell more tickets, and bring back the customer for the company.
(2) Cultural differences: Disney fails to recognize the existence of cultural differences in
Europe.
(3) Management hubris: Using American to manage a Disney in Euro.
3. SWOT Analysis
1. Strengths:
(1) Being partnerships with companies like Coca-Cola, IBM and so on which are
committed themselves to build a favorable returns of investment.
(2) Brand Awareness and Talented management team
2. Weaknesses:
(1) Being focused on expansion
(2) Low Stock price
(3) Higher return of income to parent company
(4) Being Dependent with movie production
(5) Higher ticket fee
3. Opportunities
(1) The French government extended highways, subways, and railroad lines to the site
Marne la Vallee.
4. Threats
(1) Economic Downturn in Europe
(2) Cultural Differences
(3) Lack of capital and the collapse of French property market
External Analysis

Before a business is entered into Europe, the company should to make sure that Europe
economy is stable. Ahead of time, they should have a proper research of European market.
4. Key Strategic Issue:
One of the major problems of Euro Disney was they overcharge entrance fee and it was
also during the period of economic downturn in Europe. That was one of the result of failing to
research European Market which could cause major implications or complications in the future.
5. Strategic Formulation
Now, we want to form a new strategy by Eliminating or reducing a significant weakness.
Justification of our selection: Here, we assumed that the major problems was overcharging
ticket fee at the wrong timing. Thats why, they had low attendances. If the price of the tickets to
enter the amusement park is high, it could cost the company to lose revenue. In here, we did not
mean that the ticket fee had to be too low. Lowering the tickets fee could cause an overload of
attendance.
In addition, European dont usually spend as liberally as American and Japanese visitors do.The
problem is the cultural different, so we should use France manager instead of American Manager.
With the knowledge about their own home country, they will help to reduce, or blend the
differences in culture.