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Best In France. Christie MAIN Jichun MAO Guillermo MONTERO A. Yuka HATA. Walt Disney Company. Theme Park Openings 1955 - Disneyland in Anaheim, California 1971 – Disneyworld in Orlando, Florida 1983 - Disneyland Tokyo 1992 - Eurodisney Paris 2002 – Walt Disney Studios Park, Paris. 100%.

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best in france

Best In France

Christie MAIN

Jichun MAO

Guillermo MONTERO A.

Yuka HATA

walt disney company
Walt Disney Company
  • Theme Park Openings
  • 1955 - Disneyland in Anaheim, California
  • 1971 – Disneyworld in Orlando, Florida
  • 1983 - Disneyland Tokyo
  • 1992 - Eurodisney Paris
  • 2002 – Walt Disney Studios Park, Paris
walt disney company3

100%

L.A.

Florida

100%

Tokyo

License Agreement Only

Paris

39%

Walt Disney Company
  • Percentage Ownership of Theme Parks
euro disney
Euro Disney
  • Euro Disney S.A.
    • Indirect 99% owned subsidiary of The Walt Disney Company
    • Operations
      • Euro Disney SCA
      • EDL Hotels SCA
      • ED Resorts SCA
      • ED Resorts Services SCA
  • Euro Disney S.C.A.
    • Supervisory board
    • Oversees Management
euro disney s a
Euro Disney S.A.
  • Disneyland Resort Paris
    • Disneyland Park
    • Walt Disney Studios Park
    • 1943 hectares of undeveloped land
    • Master Plan for development of Eastern Paris
financial key figures
Financial Key Figures

(Euros in millions)

(Euros in millions)

financial key figures 2
Financial Key Figures 2

Breakdown of Revenues by Activities – Disneyland Paris

why europe
Why Europe?
  • Success of existing parks in North America and Asia
  • High percentage of European visitors in Anaheim and Orlando
  • Two potential locations studied:
    • Barcelona
    • Paris
why paris
Why Paris?
  • Number one tourist destination in Europe
  • Government offered a great deal
    • Government wanted to expand Paris to the east
      • Use Disney as anchor
    • Favorable price tag for property and loans
    • Favorable tax regime and financial incentives
  • Good potential transportation infrastructure
    • Highway
    • TGV
    • RER
product
Product
  • Family entertainment destination
    • Theme Park
    • Resort
  • Master Plan
    • 30 year plan signed with French government in 1987
    • Development of major tourist destination and center of economic activity for East Paris
      • Includes theme park, real estate development, hotels, golf course.
adaptation to product
Adaptation to Product
  • Necessity to continually add new attractions to encourage revisit
    • Walt Disney Studio Park added in 2002
  • Attractions in French and English
    • Newest attractions in German, Italian, Dutch, and Spanish.
  • Grooming Guidelines
    • No showy jewelry, conservative hairstyle, no sideburns
  • Food Habits
    • Assumed French wanted long leisurely lunches
    • French actually prefer fast food
  • Public Transportation
    • Closing time adjusted to 11pm to match RER closing times.
  • Alcohol served in park
    • First and only park to serve alcohol in Magic Kingdom.
  • Assumed Europeans were used to weather
    • Ended up covering queue, terraces, restaurants
key constraints
Key Constraints
  • European mindset
    • Prefer educational activities for children
    • Idea of theme park vacation is new
  • Competition
    • Abundance of short holiday destinations
    • Other theme parks
      • (Actually help rather than hurt Disneyland, by perpetuating the idea of a theme park vacation)
  • Huge capital investment
    • The heavy pressure of payback
    • Company is profitable (EBITDA), but operates under huge debt ceiling
  • Unpleasant weather
    • Hours of sunshine in Florida/California (?)
    • Long and cold winter
clientele
Clientele
  • Target Europeans living within a 2-hour plane ride of Paris
  • Majority unfamiliar with theme parks at time of park opening
company values
Company Values
  • “Cast Member” satisfaction
    • Work experience should be as pleasurable as guest visits
    • Personal and professional growth
  • Community relations/volunteerism
  • Environmental responsibility
  • Exceptional customer service
company values15
Company Values
  • Disney has an aggressively friendly culture
    • Clashes with French culture
      • Not used to good service
challenges
Challenges
  • American customer service style
    • disarming to French/Europeans guests
    • Unnatural for French employees
  • Necessity for multiple language proficiency
  • French aversion to conformity
    • Disney’s “clean cut” policy requiring short hair, no earrings, etc.
adaptation of hr 1
Adaptation of HR (1)

Recruitment

  • Selection extremely important
    • Key to maintaining Disney experience
  • Challenges
    • Not an “Employer of Choice”
    • Relatively far from Paris
    • High turnover
    • Multiple language requirement
adaptation to hr 2
Adaptation to HR (2)
  • Orientation
    • Less knowledgeable about Disney
      • Europeans do not grow up with Disney like Americans
    • Educate employees on the history of Disney and their parks
    • Instill an appreciation of Disney tradition
  • Ongoing
    • Motivational activities
    • Focus on employment experience
      • Try to make work as much fun as visiting the park
      • Exceptional benefits package
key benefits
Key Benefits
  • Employment
    • 20,000 direct employees
    • 50,000 employed because of Disneyland Paris’ presence
  • Economics
    • Huge contribution to the development of East Paris
  • Disney brand extension
    • European idea of Disney no longer limited to movies and Mickey Mouse.
    • Most visited attraction in France.
    • Europe’s leading tourist destination (Annual report 2002)
    • Theme parks are a growth business in Europe
we would like to thank
We would like to thank…
  • Greg Morley
    • Director Human Resources
  • Paul Osterhout
    • Executive Producer, Vice President