An Alen Land
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It begun in 1992, when the Walt Disney company has first established the theme park business in California, it gained a huge success from theme park business. According to (Jon 2012) the reason behind the successful is because of they are idealized vision of America spiced that can make people feel like they are as a family and become closer to each other. Moreover, Disneyland character is Mickey Mouse where always appear in cartoons and comic book, and till now it is well known all over the world and gain a massive success. In 1970s, the triumph again comes to Disney in Florida, specially, in 1983, they establish a Disneyland in Tokyo and they have proved that Japanese have a connection with Mickey mouse. After wooing the Japanese, they moved their target to France, due to the large amount of population of Europeans, demographics, subsidies and a big incentive for Disney with expectation that they will created 30,000 French jobs. The obstacles now begun, by 1986 due to the cultural gaffes Disney has had to negotiate with France government. Moreover, there were some Parisian intellectuals acknowledged that the transplantation of Disney is an assault on the France culture. Besides, the minister of culture boycotted the opening of Disney by unwelcoming the symbol of American clichés and customer society. After all, Disney decided to open Disney land in 1992 in Paris. After opening the Disney land, the France farmers had come with their tractors and blocked the entrance, this events has globalized televised act of protest target to US government and demand for the subsidies must be cut, the event has gained attention of world.There were some errors on the operation of Disney, such as no serving wine for lunch, while wine is indispensable in every lunch of people in France, besides, staffs were unequally distributed due to thinking that Monday is a light day for travelers and Friday is a heavy one, unfortunately, it is reverse. Moreover, hotel breakfast also was an issued, Disney said that Europeans do not take breakfast, so they reduce the number of restaurants, unluckily, a lot of France people showed up for breakfast. Also, the breakfast the France people want is bacon and eggs, while Disney provided croissants and coffee.
The huge problems that the Disney has to face was staffing problem. Disney used exact the same model that they have applied in America and Japan. In the first nine months, 10% of total 1000 employees had left. A local employee has blamed that Disney does not know what Europeans really need. A former employee said that he has quit the jobs after two days of working, because he has dispute with his supervisor over the lunch time. The biggest problem of Disney is that they think people will stay at Disney land as long as possible so they had invest a huge amount of money to build luxury hotels but most of travelers just stay from one to two day at the theme park, most of them were day-tripper so they do not need the luxury hotels, Europeans regard theme park as a place for a day excursion not for an extended vacations, so it was a big surprise for Disney. By the end of 1994 Euro-Disneyland had made losses of $2billion After making those errors, Disney come up with new strategy, firstly, they changed their name in order to strengthen the park’s identity. Second food and fashion were changed, and opened more restaurants provide French-style food service. Moreover, they also reduce the price of product in boutique, day tickets and hotel rooms for French market. The result was 11,7 million people in 1996 higher than the previous years.