In this case there has been a recognition of a trend, which is the trend of people going to theme parks during the weekends for entertainment of them as well as their children. Also here is an existing need for entertainment of this kind. Therefore, an opportunity exists in the European market that Euro Disney could have taken advantage of. However, their failure to pick up signals from the macro environment and microenvironment as well as to position their product accordingly, had negative effects on their operations. A further analysis of their macro and micro environment highlights their malfunction.

The components of the macro environment are the political-legal environment, the economic environment, the socio-cultural envi

However, the opportunity should have not been ‘taken for granted’. Other cultural factors should have been analyzed to decide the positioning of Theme Park. Their prevalent mistake has been the failure to recognize the cultural differences between Americans and French people. Locating the Theme Park near Paris and acquiring agricultural land as well as imposing the U.S spirit undeniably negatively affects french citizens. The French peoples’ lifestyle deeply depends on the gratitude to their traditional agriculture. Thus, the land takeover by an American Company mainly does not provide pleasure to them.

Yet, the company should indeed consider its distinctive competence, which is the ownership of its own TV shows and programmes. This a good way to promote its products at lower expenses as well as to show consideration towards its customers. In fact, throughout the TV shows it could be the most convenient and convincing way to promote its products due to the fact that most of the products are targeted at the same market as the TV shows.

Further, the implementation of the exchange rate mechanism has had negative impact on French and British GDP level. Thus, by decreased GDP the standard of living decreases driving consumers away from spending money on Theme Parks. Indeed, the climate in Europe together with the lower GDP has led the operations to depend only on summer month’s period. In fact, the income generated only from this period has not been enough even to sustain the business.

Some topics in this essay:
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