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EURO DISNEY OR

EURO DISASTER?

Group 8

Vishal Klandria

Siddharth Pal

Abhishek Singh

Sambhrant Sadh

Dhruv Kumar Dehinwal


Introduction
The first Disneyland opened on 17 July 1955, in Anaheim,
California

Disney in 1980s concentrated predominantly on expanding


its domestic market

They were able beat stagnation and considerably increased


their share price and revenues

In 1990s they focused on expanding their business


internationally to utilize the untapped potential 2
Disneyland Tokyo
Disney’s
Disney’s first
first international
international venture
venture was
was aa phenomenal
phenomenal success
success
•• 125
125 million
million people
people visiting
visiting in
in the
the first
first decade
decade
•• Broke
Broke California Disneyland’s attendance record
California Disneyland’s attendance record with
with 94,378
94,378 people
people visiting
visiting the
the park
park in
in aa single
single day
day

Played
Played aa passive
passive role
role
•• The park carried Disney’s name, but was wholly owned by the Oriental Land Company
• Its only source of revenue from the park was royalty fees (10%)

Widely
Widely appreciated
appreciated by
by the
the local
local population
population
•• Opening
Opening of
of Tokyo
Tokyo Disneyland
Disneyland coincided
coincided with
with the
the introduction
introduction of
of aa five-day
five-day work
work week
week in
in Japan
Japan
•• Tokyo
Tokyo Disneyland
Disneyland became
became the
the symbol
symbol of
of aa new
new Japanese
Japanese lifestyle
lifestyle
•• Admission
Admission prices
prices were
were steep,
steep, but
but families
families sacrificed
sacrificed other
other activities
activities in
in order
order to
to visit
visit Tokyo
Tokyo Disneyland
Disneyland 3
Plans For a European Disneyland
West Europeans were already familiar with Disney entertainment and Disney merchandise

Tens of thousands of Europeans visited Orlando, Florida, every year to vacation at Walt
Disney World

Disney’s animated films had traditionally done better in Europe than in the United States

4
The Disney name ranked sixth in the world in public esteem
Disneyland in Paris

France had the Of the 350 million


advantage of being Western Europeans, 17
million could reach the
accessible to more French site within two
people hours by car

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Incentives
The French government agreed to assume most of the project’s financial risk

The French government provided considerable amount of funds for infrastructure projects

Tax breaks and full control over any activity within a six-mile radius of the park

Was lent $2.5 billion from a syndicate of more than 60 international banks
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Problems

Cultural
Competition Imperialism
France
Theme of park Vacations approach
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Recommendations
• Vacation style
• Dining
Incorporate
European style • Labor

• Restructuring of royalties
Financial • Ownership percentages
Issues

• Waiting queues
• New rides
Experience
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Thank you