Group 6 Anshul Kumar Srivastava (13P008) Deepak Sasikumar (13P019) Vikas Guleria (13P056)

Samudra Sarkar (1P108) Prabudh Jain (13P155) Deepika Gurnani (13P204)

Euro Disney was the second venture by Disney outside of USA

Tokyo Disney was an instant hit among Japanese and same was expected for Euro Disney

Disney was symbol of its three basic values: Quality, Imagination and Guest Service

Spain and France were final two options for the location, France was chosen due to population proximity

Park was American Design and European Preference Peter Pan attraction - Edwardian-style architecture Snow White home in a Bavarian Village Adventure land had European adventure tales such as

Sinbad the Sailor, Arabian Nights and Thief of Baghdad

Films and entertainment diversions for guests in line for a ride (consideration to local expectations)

Featured foods from around the world ,in anticipation of concerns about food by the French people

Brought in Disney University to train the Cast of the performance for Quality and Guest Service

To exceed customer expectation every day is the Disney's stated goal &was evident in U.S. & Japan

The employees were disciplined and ready to work in a hierarchal structure at both U.S. & Japan

Visitors very much adored Disney characters as they grew up with them and could relate to them

In France, Labor was not used to disciplined culture and they saw it as interfering in personal space

France had their own Asterix and Obelix to relate to and Disney was seen as cultural invasion

Focal point of service delivery system: "Disney University" Quality of service and its delivery to the customers Teamwork is the spirit of Disney service (Euro Disney faced issues due to cultural factor of individualism)

Aiming to exceed customer expectation, happiness and customer perceptions is what taught to cast members

The attitude of the cast members is the key factor for Disney's service delivery system

The staff relationship at Euro Disney was poor due to their inability to fulfil the Disney's Service philosophy

What was Right.. The potential of Europe market in terms of

Population size Per capita spending on leisure

The joint venture with the local government Proximity to Paris and rail, road and air connectivity

What went wrong.. European Recession coinciding with the launch Negative French media publicity Cultural Differences

Employment Behaviours Leisure Behaviours Food choices and Waiting tolerance

Unlike Benihana they could not balance

between Localisation and Standardisation

Degree of Interaction and Customization

De

gre

e o

f L

ab

ou

r In

ten

sity

Low High

Low Service Factory

Service Shop

High Mass

Service Professional

Service

Service Process Matrix

Due to High Degree of Labour Intensity and high degree of customization, Euro Disney

come into the Professional Service Category

Product Levels

Core product: It is the intangible benefits that the customer is really buying. Visitors going to a theme park may be expecting the excitement of the rides or an opportunity for a family gathering Tangible product: For a theme park, the tangible elements include the park itself, the environment, rides, catering outlets, souvenir shops and performances. Augmented product: This includes all the additional services and benefits that enhance the customers consumption experience. They are not the core elements.

Tangibility

When we visit an attraction, there is no tangible product to carry home. We can take photos and enjoy the feeling of the place

Disney parks were subdivided into a number of lands, each of which revolved around a single motif in nature of rides and attractions, costumes of employees, food, souvenirs and architectural style of buildings

Perishability

Theme parks operating revenues originate primarily from sales of admission tickets, with sales of food, beverages, and merchandise providing additional income

Potential admission tickets sales for a specific day cannot be stored for other days, and thus, unsold tickets have no value beyond a particular day

Inseperability

Both the staff and the visitors themselves are involved in the production of the service. Also the service is produced and consumed at the same moment

The visitors expectations, attitudes and experience will affect their interaction with the staff

Variability

Two indivduals visiting to the theme park may result in different experiences and memories about the same visit. While you may feel satisfied and happy with the thrills experienced, your friend may not agree because they do not like the hot weather and rides because the latter were too frightening for them or made them feel dizzy or sick.

Get the service system up to the standards and cost levels of the other Disney Parks Shorter waiting lines, consistent cast member courtesy and

reduced employee turnover Marketing plan to achieve winter attendance targets Time study & Queuing analysis of rides can lead to

reduced waiting times & better visitor satisfaction Courtesy & turnover of employee can be corrected by

exchange of cast members between U.S. and Europe Build up of accommodation for local employee

This can solve the problem of the housing shortage Cancellation of additional charge for rent would dissolve the

bad feeling of the cast members