This paper will look into the benefits of international market research for a global company like The Walt Disney Company when expanding to foreign markets on the example of the financial disaster of Disneyland Paris.
After an introduction to international market research and the Walt Disney Company, secondary market data of Disneyland California and Paris will be compared. From the data a conclusion will be drawn, if a global company like the Walt Disney Company can operate with only one market concept or if international market research and a small adaptation of the concept to the foreign market has any significant benefits in terms of market success.
Nowadays, the Walt Disney Company is known all over the world. It has set up different businesses in over 40 countries, including six Disneyland resorts. When Walter Elias Disney created the plan for the first Disneyland , the Disneyland Resort in California, he had a vision of a constantly growing and changing amusement park full of imagination.
After Walter Elias' death and the financial success of the first Disneyland in California, the Walt Disney Company tried to continue to fulfill his vision. They created new Disneyland’s in Florida, Tokyo, France, Hongkong and Shanghai. All of the amusement parks generated huge profits for the Walt Disney Company except Disneyland Paris, which makes losses of nearly €2 billion. As the Disneyland concept worked in California, Florida and Tokyo, the Walt Disney Company did not consider it as necessary to do profound market research before opening Disneyland Paris.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Introduction to International Market Research
- Background Information on Disneyland
- The Walt Disney Company
- Disneyland Concept for Resorts World-Wide
- Development of Disneyland Paris
- Challenges of Disneyland Paris
- Secondary Data Market Research
- Disneyland California
- Disneyland Paris
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The paper aims to examine the benefits of international market research for global companies like The Walt Disney Company when expanding into foreign markets. It uses the financial disaster of Disneyland Paris as a case study. After providing an introduction to international market research and the Walt Disney Company, the paper compares secondary market data from Disneyland California and Paris. The paper then draws a conclusion on whether a global company like The Walt Disney Company can operate with only one market concept or if international market research and adaptation to the foreign market are beneficial for market success.
- The importance of international market research for global companies
- The case study of Disneyland Paris as a financial disaster
- The comparison of secondary market data from Disneyland California and Paris
- The relationship between market research and successful market expansion
- The importance of adapting marketing concepts to foreign markets
Zusammenfassung der Kapitel (Chapter Summaries)
- The first chapter introduces the paper's objectives and the case study of Disneyland Paris. It emphasizes the need for international market research to avoid financial failures in expanding markets.
- Chapter two explores the definition and importance of market research, both in general and in an international context. It highlights how international market research helps companies adapt to foreign markets and minimize risks.
- The third chapter delves into the history and background of The Walt Disney Company, highlighting the company's success in the United States and its global expansion through Disneyland resorts. It specifically examines the development and challenges of Disneyland Paris.
- Chapter four analyzes secondary market data from Disneyland California and Disneyland Paris, providing a comparative framework for understanding the impact of market research on market success.
Schlüsselwörter (Keywords)
The primary keywords and focus topics of this paper include international market research, global expansion, The Walt Disney Company, Disneyland Paris, Disneyland California, financial success, market failure, market adaptation, cultural differences, and secondary market data analysis.
- Quote paper
- Anonymous,, 2019, The Benefits of International Market Research. Introducing Disneyland to New Markets., Munich, GRIN Verlag, https://www.hausarbeiten.de/document/1023054
