Service Marketing

1
Service Marketing

• Euro Disney Summary
• Instructor Joe Fayt

2
Euro Disney One Pager

• Strategic Issues
• Competing as a local attraction vs. a destination
• Added exposure real estate, hotels
• Unrealistic financial targets
• Took focus away from core business
• Creating significant service delivery issues

3
Euro Disney One Pager

• Recommendations / Rationale
• Location is fixed
• Need new marketing plan designed to attract more
  Parisian customers
• Must also address related issues of pricing,
  weather, name and cultural balance
• Also need to address off-peak attendance

4
Euro Disney One Pager

• Stated Issues
• Low attendance Parisians, off-peak periods
• Disastrous financial results
• Service delivery problems
• Cultural adaptation
• Labour force problems
• Weather