OPERATION STRATEGY

DISNEYLAND RESORT PARIS

Submitted By:
Daksh Raj Mehta 80303180117
Naresh Kumar 80303180128
Ritu Shiromani 80303180180
Deepak Bora 80303180028
 GLOBALISATION OF THE BRAND

• Success of Disney Tokyo in 1983

• 10 million visitors in first year
• Both Barcelona and Paris put bids to host the new Disney
franchise
• 1984 decision to start Euro Disneyland in the Marne-la-Vallee,
France
• Aimed to maintain greater control over the resort/park than in
Tokyo
 SELECTING EUROPE FOR EURO DISNEY
LAND
• Success of Disney Land in Tokyo was the driving force to expand.
• Europe was far more Infrastructural developed as compared to other upcoming
regions.
• Paris was home to more people as compared to Tokyo.
• Climatic Conditions in Europe was exactly mirror of Tokyo.
• Walt Disney was already popular in Europe as his animation movies earned
massive revenues.
• Paris was the ultimate choice as ut was well connected with the major European
cities.
 EURO DISNEYLAND FLUNKED

In Favour Against

 Financial Backing  Taste and Preference

 Innovation  Optimistic Assumptions

 Marketing Glitches

 Cultural Differences
 ISSUES

Failed to Operational
scan Mis-
European
Environment calculations

American Not Allowing

Superiority wine
Complex Pre 1993

French Lack of
people don’t
Emotional
like to wait
in ques Touch
 ISSUES
Strategic &
Narrow
Financial Parking
Mis- spaces for
bus drivers
calculations

European
Failed to prefer a
foresee longer
Recessions vacation
tenure

Investors
Not so
lost Magic
confidence
 WHAT MARKETS ARE DISNEY RESORTS AND PARKS
AIMING FOR?

• Focused on creating images, experiences and products to customers that

emphasised fun, imagination and services
• Create Magic of legendary fairy-tale
• Market targeted families and children
• Wholesome family entertainment
 WAS DISNEY CHOICE OF PARIS SITE A MISTAKE?

• Lifestyle, Culture and Ideas of Paris were very different from the culture of
Florida and Tokyo.
• Could not stick same operations as USA and Japan
• People in France were used to having alcohol while on vacations and a Disney
had a strict ban on alcohol
 WHAT ASPECTS OF PARK DESIGN DID CHANGE WHEN IT
CONSTRUCTED EURO DISNEY?

• Queue diversion procedures such as “fastpass” system was introduced

• Disney introduced housing and resorts near the park
 WHAT DID DISNEY NOT CHANGE WHEN IT CONSTRUCTED EURO
DISNEY?

• Disney did not change it’s principles alcohol ban

• Disney give utmost priority cleanliness and customer experience
 WHAT WERE DISNEY’S MAIN MISTAKE FROM THE CONCEPTION
OF PARIS RESORT THROUGH TO 2006?

• Optimistic view on the market “potential”. Hence their investments were

very high
• Not able to account the cultural difference from USA to Europe
• Not able to replicate the same operational efficiency that worked so well in
Florida and Tokyo
• Slow in innovating as per the European market needs
• Glitches in their Marketing Strategies.
THANK YOU