Assume that you were the project manager for the Euro Disney theme park launch. What in your view are the top five stakeholder groups that you would have identified?
Assume that you were the project manager for the Euro Disney theme park launch
The Euro-Disney Project: Stakeholders Misunderstood? Disney launched a new theme park in Europe in 1992 and faced immediate disappointing results.
Read the articles in Required Resources, and in addition, feel free to search for additional articles in the CSU Online library to use in answering the following questions:
Assume that you were the project manager for the Euro Disney theme park launch. What in your view are the top five stakeholder groups that you would have identified? What categories would you assign to each of the identified categories? (Use unaware, resistant, neutral, supportive, and leading as your categories.) What strategies would you employ to address resistant stakeholder groups? Would your selected strategies differ in any way from managing stakeholders within your home country? Why, or why not? Briefly describe what you believe Disney got wrong in their stakeholder identification and management. Your submission should be a minimum of two pages in length. Adhere to APA Style when constructing this assignment, including in-text citations and references for all sources.
Until 1992, the Walt Disney Company had experienced nothing but success in the theme park business. Its first park, Disneyland, opened in Anaheim, California, in 1955. Its theme song, It’s a Small World After All, promoted an idealized vision of America spiced with reassuring glimpses of exotic cultures all calculated to promote heart-warming feelings about living together as one happy family. There were dark tunnels and bumpy rides to scare the children a little but none of the terrors of the real world. The Disney characters that everyone knew from the cartoons and comic books were on hand to shepherd the guests and to direct them to the Mickey Mouse watches and Little Mermaid records. The Anaheim park was an instant success.
In the 1970s, the triumph repetition in Florida, and in 1983, Disney prove the Japanese also have an affinity for Mickey Mouse with the successful opening of Tokyo Disneyland.
Having wooed the Japanese, Disney executives in 1986 turned their attention to France and, more specifically, to Paris, the self-proclaimed capital of European high culture and style. “Why did they pick France?” many asked. When word first got out that Disney wanted to build another international theme park, officials from more than 200 locations all over the world descended on Disney with pleas and cash inducements to work the Disney magic in their hometowns. But Paris was chosen because of demographics and subsidies. About 17 million Europeans live less than a two-hour drive from Paris. Another 310 million can fly there in the same time or less. Also, the French government was so eager to attract Disney that it offered the company more than $1 billion in various incentives, all in the expectation that the project would create 30,000 French jobs.
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