The opening of Euro Disney in Paris, France requires a marketing strategy that fits the French culture as tightly as America's Disneyland and Disney World fit ours. In America, Disney theme parks provide a type of escapism that is predicated on a familiarity with traditional children's stories such as "Cinderella" and Disney cartoon characters such as Mickey Mouse, Donald Duck, and Goofy ("Can Euro Disney Be Saved?"). Although these are integral to American culture, they are generally known but not integral to the French culture, which largely has different cartoon heroes and fairy tales. Furthermore, since the French are highly protective of their language and legally cannot be obligated to follow a strict dress code, Disney's violation of both by requiring employees to speak English and wear costumes creates a marketing problem; giving the impression that American culture is attempting take over the French is anathema to marketing Euro Disney (Gibson). The marketing strategy for Euro Disney needs to take every aspect of French culture into account, and marketing must be tailored to appeal to the French parkgoer. One of the important issues in any marketing effort is the 4 P's-price, product, place, and promotion, and in France, the prices of a theme park experience are lower than the standard comparable prices at a U.S. Disney theme park. This suggests that the marketing strategy either needs to convince people why the higher ticket cost is justified or include a pricing strategy tailored to the French consumer.
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