（精选）迪士尼案例分析.pptx

,TheFailureofEuroDisney,1,CONTENT,AboutTheWaltDisneyCompanyTheReasonofFailureGeographicalLocationEconomicalProblemManagementErrorsLegalobstaclesIgnorethecultureoftheEuropeSolutionsConculusion,2,2020/5/22,TheWaltDisneyCompany,togetherwithitssubsidiariesandaffiliates,isaleadingdiversifiedinternationalfamilyentertainmentandmediaenterprisewiththefollowingbusinesssegments:MediaNetworksThemeParksandResortsConsumerProductsStudioEntertainment,3,2020/5/22,California,1955,Florida,1971,Tokyo,1983,Paris,1992,HongKong,2006,Shanghai,2005,4,2020/5/22,WhytheypickParis?,5,2020/5/22,WhatwentwrongwithEuroDisneyland?,6,GeographicalLocation,EnvironmentPariswintersareparticularlyuninviting.OnlysixmonthsinayearthataresuitableforoutdooractivitiesLocationWestofParisislesspopulatedthanotherpartsofParis,7,2020/5/22,EconomicalProblems,Economicrecessionin1990sinEuropeHighexchangeratefordollarGasolinepriceofEuropeishigherthanthepriceofAmerica.,UnsuccessfulpricingstrategyPricesaretoohigh$340/nightamountingtotophotelsinParis.,8,2020/5/22,ManagerialErrors,UsesameteamworkmodelasintheUSandinJapan,MosttopmanagersareAmericans,ManagersdontunderstandEuropeanhabitsandethicsoflife,StaffingproblemsDisneysarrogantmanagementstylehostilityfromFrenchpeople,9,2020/5/22,10,2020/5/22,IgnorethecultureoftheEurope,NeglectthefactthatFrenchexcludeAmericanCultureFailedtocopewiththeculturedifferencesDifferenteatinghabitsDifferentattitudesontravelingDifferentbehaviorofvisitors,11,2020/5/22,Differenteatinghabits,NoalcoholpolicyHotelbreakfastdebacleImproperlunchtime,12,2020/5/22,Differentattitudesontraveling,Europeanstakeschoolmoreseriously.Europeanshavedifferenttravelingexpectations.,13,2020/5/22,ShortlengthofaveragestayInadequacyofparkingspaceforcoachesInefficientutilizationoftransportationfacilitiesinthepark,Differentbehaviorofvisitors,14,2020/5/22,Conclusion&Solutions,15,2020/5/22,DisneyhasnotimplementedcrossculturalmanagementandstrategiescorrectlyDisneyfailedtoadapttotheFrenchenvironmentandtoforeseetheinfluencesofforeignanddomesticfactorsItsorganizationandmanagementreliedmostlyonAmericancultures,experiences,andunderstanding,16,2020/5/22,DisneyshouldtakecontrolsofthemanagementresolutionofproblemsbasedonpracticeinotherplacesDisneyshouldacknowledgethecharacteristicsandattitudesoftheEuropeansintermsofthebusinessDisneyshouldaccomplishgoodmarketingstrategiesandthefinancialplanmustundertakeconcreteevaluation,Solutions,17,2020/5/22,CriticismItisneitherinternationalnorFrenchinnature,anditfailedtosatisfyEuropeansatall.ConclusionsThebusinessperformanceofEuroDisneylandwasnotthatgreatandstable.Disneyshouldmakeuseofculturaldifferencestohaveacompetitiveadvantageandmakeitunique.,18,2020/5/22,MultinationalsshouldhaveconcretebusinessplanningbeforedecidingontheactualprocessoftheprojectDisregardingorattackingotherstraditionsandcustomscanbedestructiveMultinationalsshoulddoaverydeepandtargetedmarketculturalresearchbeforeopeningabusinessinanothercountryMu