1)
-economical aspects
-the political
-the operation and marketing
2)
Foreseeable factors:
-Foreseen European recession
-The relationship with the local government
Controllable facts
-price
-product
-promotion
-channels of distribution
Since the cost of Disney World Florida was cheaper, customers preferred to fly to the US. This meant that prices in Paris could also be controlled. There were several other mistakes made by the management, for instance, alcohol was banned although consuming wine with meals was a French tradition. The reason for banning alcohol in the park could be justified but it was not acceptable by the French due to their tradition
3)
The Disney belief was that what it sells in the U.S and Japan would sell just as well in Europe. So when Disney opened Euro Disney in Paris the park was a symbol of American culture. However, the culture was so different from America or Japan. Believing all Europeans enjoyed the same sausage or Europeans vacationed in the same way that Americans did was easily corrected by cultural awareness that would not have cost much but they were too ethnocentric to even know the questions to ask.
4)
In the early stage, Disney had poor cross-cultural skills. Disney management team failed to recognize the importance of cultural adaptation in Euro Disney as they misinterpreted the culture and behaviour of European customers. After Euro Disney suffering for the huge losses, they realized the problems and made appropriate changes in their marketing strategy to cater the needs of Europeans customers.
5)
Disney management team were not certain of the success of the first international venture because they just took the entire U.S. theme park and transplanted it in Japan. They did not make any changes to the construction of theme park as well as adapting local culture, so they think Tokyo Disneyland will