迪士尼 案例 分析.ppt

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1、TheFailureofEuroDisneyCONTENTAboutTheWaltDisneyCompanyTheReasonofFailureGeographicalLocationEconomicalProblemManagementErrorsLegalobstaclesIgnorethecultureoftheEuropeSolutionsConculusionTheWaltDisneyCompany,togetherwithitssubsidiariesandaffiliates,isaleadingdiversifiedinternationalfamilyen

2、tertainmentandmediaenterprisewiththefollowingbusinesssegments:MediaNetworksThemeParksandResortsConsumerProductsStudioEntertainmentCalifornia,1955Florida,1971Tokyo,1983Paris,1992HongKong,2006Shanghai,2005WhytheypickParis?DemographicsAbout17millionEuropeanslivelessthanatwo-hourdrivefromParis

3、Another310millioncanflythereinthesametimeorless.SubsidiesTheFrenchgovernmentofferedtheDisneymorethan$1billioninvariousincentivesWhatwentwrongwithEuroDisneyland?GeographicalLocationEnvironmentPariswintersareparticularlyuninviting.OnlysixmonthsinayearthataresuitableforoutdooractivitiesLocati

4、onWestofParisislesspopulatedthanotherpartsofParisEconomicalProblemsEconomicrecessionin1990sinEuropeHighexchangeratefordollarGasolinepriceofEuropeishigherthanthepriceofAmerica.UnsuccessfulpricingstrategyPricesaretoohigh$340/nightamountingtotophotelsinParis.ManagerialErrorsUsesameteamworkmod

5、elasintheUSandinJapanMosttopmanagersareAmericansManagersdon'tunderstandEuropeanhabitsandethicsoflifeStaffingproblemsDisney’sarrogantmanagementstylehostilityfromFrenchpeopleLegalobstaclesWorkscheduleFrenchlaborlawsdidn’tprovideflexibilityWasteofhumanresourceduringtheoffseasonbutlackofmanpow

6、erinseason.FreedomoftheemployeesStrictdressingandAppearancecodewasseentohaveoffendedindividuallibertyandviolatedtheLaborLawIgnorethecultureoftheEuropeNeglectthefactthatFrenchexcludeAmericanCultureFailedtocopewiththeculturedifferencesDifferenteatinghabitsDifferentattitudesontravelingDiffere

7、ntbehaviorofvisitorsDifferenteatinghabitsNoalcoholpolicyHotelbreakfastdebacleImproperlunchtimeDifferentattitudesontravelingEuropeanstakeschoolmoreseriously.Europeanshavedifferenttravelingexpectations.ShortlengthofaveragestayInadequacyofparkingspaceforcoachesIn