迪士尼案例分析(英文版).ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,你们好,The Failure of Euro Disney,CONTENT,About The Walt Disney Company,The Reason of Failure,Geographical Location,Economical Problem,Management Errors,Legal obstacles,Ignore the culture of the Europe,Solutions,Conculusion,The Walt Disney Company,together with its subsidiaries and affiliates,is a leading diversified international family entertainment and media enterprise with the following business segments:,Media Networks,Theme Parks and Resorts,Consumer Products,Studio Entertainment,California,1955,Florida,1971,Tokyo,1983,Paris,1992,Hong Kong,2006,Shanghai,2005,Why they pick Paris?,Demographics,About,17 million,Europeans live less than a two-hour drive from Paris,Another,310 million,can fly there in the same time or less.,Subsidies,The French government offered the Disney more than,$1 billion,in various incentives,What went wrong with Euro Disneyland?,Geographical Location,Environment,Paris winters are particularly uninviting,.,Only six months in a year that are suitable for outdoor activities,L,ocation,West of Paris is less populated than other parts of Paris,Economical Problems,Economic recession in 1990s in Europe,High exchange rate for dollar,Gasoline price of Europe is higher than the price of America.,Unsuccessful pricing strategy,Prices are too high,$340/night amounting to top hotels in Paris.,Managerial Errors,Use same teamwork model as in the US and in Japan,Most top managers are Americans,Managers dont understand European habits and ethics of life,Staffing problems,Disney,s arrogant management style hostility from French people,Legal obstacles,Work schedule,French labor laws didn,t provide flexibility,Waste of human resource during the off season but lack of manpower in season.,Freedom of the employees,Strict dressing and Appearance code was seen to have offended individual liberty and violated the Labor Law,Ignore the culture of the Europe,Neglect the fact that French exclude American Culture,Failed to cope with the culture differences,Different eating habits,Different attitudes on traveling,Different behavior of visitors,Different eating habits,No alcohol policy,Hotel breakfast debacle,Improper lunch time,Different attitudes on traveling,Europeans take school more seriously.,Europeans have different traveling expectations.,Short length of average stay,Inadequacy of parking space for coaches,Inefficient utilization of transportation facilities in the park,Different behavior of visitors,Conclusion&,Solutions,Disney,has not implemented,cross cultural management,and strategies,correctly,Disney,failed to adapt to the French environment,and to foresee the influences of foreign and domestic factors,Its o,rganization and management,relied mostly on American cultures,experiences,and understanding,Disney should,take controls of the,management resolution,of problems based on practice in other places,Disney should,acknowled,ge,the,characteristics and attitudes,of the Europeans in terms of the business,Disney should,accomplish good,marketing strategies,and t,he,financial plan,must undertake concrete evaluation,Solution,s,C,riticism,It is neither international nor French in nature,and it failed to satisfy,European,s,at all.,Conclusions,The business performance of Euro Disneyland was not that great and stable.,Disney should make use of cultural differences to have a competitive advantage and make it unique.,Multinationals should,have concrete,business planning,before deciding on the actual process of the project,D,isregarding or,attacking,others,traditions and customs,can be destructive,Multinationals should,do a very deep and targeted,market,cultural,research,b,efore opening a business in another country,Multinationals should,resolve,workplace issues,make employees happy with policies and have excellent communication tools,The Four,Lessons,THANKS,