Euro Disney Case Study

Euro Disney Case speculateDisney party is one of most successful operator of theme position in the world, and their theme park in America and Japan achieved bulky success but the situation in Europe is non so good. The article utilizes some aspects of the Hofstedes ethnic dimensions and Trompenaars research on organisational culture to squeeze kayoedvass the cultural difference amongst America and France, because find taboo triad mistakes that the participation made in managing its Euro Disney operation through the conclusion study. In the following sectors, the lead lessons the company should have learned nigh how to deal with diversity based on its experience will be described. More rapid development in the trend of transnational companies, the cross-cultural heed has become a major part of line of products. The purpose of this piece of music is to obtain some favorable factors to the future development of Euro Disney by the higher up analysis.Trompenaars clas sify the somatic culture into four kinds the family, the Eiffel Tower, the guided missile and the incubator. The dimensions he used to distinguish several(predicate) corporate cultures are equality-hierarchy and orientation to the person-orientation to the trade union movement (Sanchez, Paul. 2004) . The America corporate culture is belong to the third one, this kind of corporate culture has task-oriented characteristics, the employees should comply with some fixed rules and have high efficiency. The employer of all time pay more worry to your range results rather than the process, they request the employees should be loyal to the professions and projects greater than be loyal to the company, so the atmosphere in the company is some serious. Compared to the America corporate culture, the French corporate mostly do non have terms of the corporate culture. The French company will never give you a sick book which specialize you what you should do and which kind of language you s hould speak, but these things are very subtle to every branch. Only in this way the culture can fork up flexible and efficient. Many people will find it very separate how could be so efficiency under the circumstance that having not a detail sayment and rules. This is a wonderful phenomenon in The French corporate. In a word, the French company pay more attention to human being and the corporate culture which retrieve highly of the deep-rooted relations surrounded by people and there is a relaxed and harmonious atmosphere in the company.The three mistakesIn determining the pose mart did not take into floor cultural differences Euro Disneys choice of location focus on the aspects of financial and population, then Euro Disney theme park located in the populous central Europe. Disney executives did not see that Mickey Mouse and intellectuals in the region of the left intrust of the Seine in Paris can not live in harmony and France is serious about their intellectual. In retr ospect, Paris is not the trounce place to establish such a theme park, so the face of the Disney parks is a declaration of war to intellectuals of French. Disneys manager stated publicly some of the criticism is the nonsense of a small number of business would not help them a favor. This may can be sound operated according to American culture, while the French pay more attention to their own cultural elite and regard this refute as ack-ack of national quality.Having not adequately take into account the habits of the French when arrange the service kinds Disney do not provide breakfast because they think that the Europeans do not eat breakfast. In addition, the Disney company does not provide alky beverages within the park, but the French habits are different, they are used to drinkable a cup while taking lunch, which aroused the anger of the French. Disney executives did not estimate that the European are not interested in spend in theme park so much, in the military position of Disney Company the European will be happy about spending a few days in a theme park kindred the American and Japanese, but middle-class in Europe just desire to get away from everything around and go to the coast or the mountains, and Euro Disney is the wishing of such appeal.No combination of French culture to the local mental faculty management Disney has taken global standard influence as alike(p) as the Japanese business, they transplanted the American culture to France directly then doing this result with a serious clash of cultures. The Disney Company use many measures that bygone with the local culture, for example, in the Euro Disney, the France worker are requested to comply with the exigent appearance code as the other theme parks in United States and Japan do, the workers are asked to break their ancient cultural aversions to blithesome and being consistently polite to the park guest even mustiness mirror the multi- commonwealth makeup of its guest. In addit ion, the Disney Company brought their U.S. Pop culture to France and fought unverbalized for a greater local cultural context. The French people think that this is an attack on their native culture, so they adopted an unfriendly attitude toward to the arrival of the Disney, including the protest come from the intellectual and the local residence and farmers.The three lessonsMultinational companies should target market accurately Even in the same country or regional market, the traditional culture makes different mince power to different people. Multinational companies should be salutaryy based on detailed market research to find the weak links in the market and make a breakthrough, use the pull down to an area model to expand. For example, McDonalds opened in the Chinese market, its target is no longer work for the busy working-class, but the children. The golden arches mark, the joy atmosphere of the shop, the furnished toys, full of convergeful ads, as well as various promot ional activities specifically carry out for children, these have a tremendous appeal to the target customers . McDonald think that adult eating habits difficult to change, only those children whose taste not yet formed are the potential customers of Western fast nutrient culture, the McDonald received Broad market recognition and have huge market potential.Multinational endeavors should pay full attention to the importance of the influence of cultural differences on marketing Face to the new multiple culture environment, the multinational enterprise should take an objective acknowledge about the cultural differences of the consumer withdraw and behavior and respect it, abandoning the prejudice and discrimination of culture completely(Burnett, Sally-Ann, Huisman, Jeroen, 2010). Moreover, multinational enterprises should be good at finding out and using the base point of confabulation and collaboration of different cultures and regard this base point as the important consideration factor when plan to enter the target country market. After all, the fundamental criterion for a successful business enterprise is whether it can integrate into the local social and cultural environment. The multinational enterprises should improve the sensitivity and adaptability to the different culture environment.Multinational enterprises should make full use of the competitive advantages of cultural differences and promote planetary marketing The objective of international cultural differences can also be the basic demand points of different competitive strategy. In the international market, launching culture marketing activities and highlighting the exotic culture and cultural differences in the target market can open the market quickly. Companies should strive to build cross-cultural two-way communication channels, it is necessary to adapt to the hosts cultural environment and values and carry out the business strategy of localization to make it can be widely accepted by the host country local government, local partners, consumers and other relevant stakeholders . Effective cross-cultural communication on the one pop off contribute to cultural integration, but also can create a harmonious internal and external human environment for corporate management. findingFrom the Euro Disneys failure in the initial stage, we should realize deeply that cultural factors play enormous role in the process of expanding overseas of the enterprises and lack of cross-cultural awareness will bring out failure of the business. With the increase and compound of the economical contact, transnational marketing received more and more attention. If the multinational companies can not handle properly the culture difference between foreign markets and home market in the whole marketing management process, the result will be that low profit with higher constitute even lead to bankruptcy.