Case Study On Disneyland Resort Paris Tourism Essay
Order winners may be defined as the factors which contribute towards the winning of business.They are the main reasons because of which the customers buys a certain product or services.It may be different for different peoples because of needs and desires about the product and services.
1.2 Order winners in Disneyland Paris
Location
France is one of the most developed economies in Europe and Paris is quite generally called the tourist hub because of its history and architecture with best transport links from all over the Europe.One of the major advantage was TGV links from all over the Europe including England.With just less than 200 million people can visit Paris either by road or by plane within 2 to 6 hours.So locating in Marne-la-Vallee just outside Paris is a order winning determinant.
(Slack et al,2009,p 90)
Goodwill
The goodwill earned by Disneyland Paris were mainly categorised into three factors brand,entertainment and services.The term Disney has become a brand for whole of the Europe as about 2 million Europeans were visiting US at the time of Euro Disneyland opening.The name Disneyland stands for the whole family entertainment that brings together with high standards customer service.Standards to recruit Disneyland Paris employees were not compromised at all because of its reputation.It also gained its goodwill through its founder Walt Disney who aims to take customers in a beautiful imaginative world of images,characters and rides which helps them to forget real world sorrows and stress.So goodwill is an important order winning factor.
Cost
Cost to visit Disneyland Paris is very nominal for French peoples as well as other European union countries because of the formation of European union in which no visa is required to visit Schenegan countries giving Disneyland Paris a positive point.Peoples who cannot afford to visit US can now enjoy the Disneyland’s Entertainment and services in Paris with much cheaper cost.
(Slack et al,2009,pp 91-92)
Innovation
Disneyland as a whole is having Disney University which helps in designing new rides for the theme parks.Innovative new characters and rides attracts visitors to visit Disney land Paris again and again.
1.3 Order qualifiers
Order qualifier may be defined as the less important competitive factors which do not leads towards winning business for the firm but are actually important for the firm to be considered by the customer.Qualifiers should be above to a certain limit so that customers can’t ignore it in terms of competitiveness.
(Slack et al,1995)
1.4 Order qualifiers in Disneyland Paris
Safety standards
As Disney land Paris consist of rides and lot of entertaining stuff they never compromised on their safety standards as it does not win business but it is a qualifying factor.
Euro-American blend
As a American company Disneyland’s basic layout and structures were derived from its home country but when they started their operations in Europe they modified various things to qualify for the European market.Wild west image will be positive for Europeans as stated by market research so both hotels and rides were designed to reflect this image.Before its opening some of the French politicians were not in a favour of Disneyland Paris so they emphasized on European heritage of Disney by placing Cindrella and Snow white in Europe.More queue management systems with extra diversions like films and entertainment were planned because French visitors will be intolerant to long queues.
(Slack et al,2009,pp 90-91)
Distinct features
Euro Disney was so different from its European competitors that peoples who visited it were stunned by its recognizable characters and new innovative rides.As indicated by French news paper features was one the qualifying factors.
Neat and clean environment
As it is a basic mindset that nobody is going to be entertained in a messy place so its one of the qualifying factor for Euro Disney.
(Slack et al,1995)
Operation strategy for Euro Disney
Operation strategy for Euro Disney was to provide high standards of services to its customers by creating innovative ways of entertainment and treating customers as a participants not as a spectators.At the opening time of Euro Disney it takes all relevant steps to give its operation a competitive edge over its competitors.Giving a European feel to Disneyland Paris so that it will be a good blend of European as well as wild west image to give a long term advantage.To create a variety of fast food from around the world.Effectively introduced the queue management system so that the visitors can tolerate the long queues by entertainment and films and one of the most important strategy was to provide a high level of customer service by maintaining high standards of employees recruitment procedures.It consist of lot of difficulties in recruitment.French press as well as employees union opposed these strict standards of recruitment and training but Disney never compromised on their set standards of delivering excellent customer services as well as safety procedures.Providing innovative rides and characters so that interest of the visitors will remain on the long term basis.
(Slack et al,1995)
Q.2
Capital requirements
Euro Disney was situated in Marne-la-Vallee just outside Paris.So the cost of capital and leasing in Euro Disney was considerably low.On the other hand Spanish authorities were providing all the significant financial assistance like invest in local infrastructure, reduce value added tax and subsidized loans except expropriation of land from farmers but French government offered all of it so Capital investment in utilities were elevated. Access to the project by customers was easily available because of historical TGV link project was about to start.
Market factors
Location of Euro Disney affects how European factors like individual or general customers notice the operation.In general European take more vacation as compared to American that lead towards its opening and one of the major factor according to market survey indicating 85% residents of France were willing to welcome Disney park.Locating it near Paris leads to a positive point because Paris is a tourist hub but Contrary recruitment process was not appropriate because of its location the employees from rest of Europe and world was not attracted towards it that results in recruiting 70% French.
(Slack et al,2009)
Cost factors
Location of Disneyland Paris affects the two major categories of cost.The cost of producing services was considerably high in Euro Disney by 15% of the French minimum wage because of its adverse location outside Paris but on the other hand cost factors like community cost which consist of low tax rate,government assistance,language,political stability and amenities were in favour of Disney land Paris because of French government provided it.
Future flexibility
As the location of Euro Disney was situated outside Paris so it is quite possible to expand its function in future because there is no scarcity of land secondly as the trends and behaviours of customers will be changing in future so it will be viable to run Euro Disney in that scenario as it is closely located to Paris.In terms of future flexibility Disneyland Paris was located in a appropriate place which can meet current need as well as future requirements without changing its location.
Risk factor
Risk factors are of two types transition risks and long term risk.Euro Disney transition risk was nominal because of its location outside Paris which is easily accessible and relocation process is smooth as compared to congested destinations. As the name states Euro Disney was placed outside America so long term risk factors like exchange rate value of dollar became cheap and as a result lot of visitors visited Florida Walt Disney World. Recession in Europe causes property prices to drop simultaneously in a dramatic way leading towards long term security risk of property but it is a common recession for whole Europe including France and Spain.
(Slack et al,2009)
Conclusion
The decision to locate European resort near Paris is correct decision because only cost factor of labour is going against it as they are paying 15% more than the minimum wage.
Q.3.
The basic design of all Disney parks in the whole world is the same except few regional differences but to accommodate Euro Disney several extra changes were made according to the preference of Europeans.An market survey shows that European will be responding towards the wild-west image of America so to cash it up
hotels and rides were designed to give special importance on it.On the other hand French left-wing politician and intellectuals were not in the favour of Disney land Paris because they believe that it will portray American culture through its design.To make it more appropriate for Europeans and to counter changes Disneyland Paris has taken various steps to emphasize European heritage of Disney’s characters and made it more beautiful because Paris is world famous for its architecture and historical sights.It should reflect the taste and architecture of its location to compete in a better way. Euro-American cultures and Architecture were blended in such a way that more and more people are attracted towards Euro Disney.
“For Example,Discoveryland features storylines from jules verne, the French author. Snow White (and her seven dwarfs) was located in Bavarian village.Cindrella was located in French inn.Even Peter-Pan was made to appear more ‘English Edwardian’ than in the original US designs.”
(Slack et al,2009)
Disneyland Paris introduced a huge variety of food and snacks bars from all over the world.In comparison with other nationalities French were most intolerant in terms of waiting in long queues. Then a well planned queue management system were designed and introduced for the people who cannot wait in queues by planning extra no of diversions such as films and entertainment.To start recruiting employees Disney have a proportion of 45% will be French 30% will be from other European countries and 15% will be from rest of the world but because of its outside location from Paris they have to recruit 70% of its employees from France.Inspite of various compromises in terms of their design they never compromised on their recruitment and grooming standards.After recruitment and grooming of employees problem arises for accommodating them.Disney then build their own apartments for their employees.So they adopted lot of things stated above to fit in European environment.
(Slack et al,2009 p 91)
