Disneyland Paris

Disneyland Paris
Disneyland Paris
Parent Company
Euro Disney CSA
Category
Amusement Park/Theme Park
Sector
Tourism and Hospitality
Tagline/ Slogan
Where Dreams Come True
USP
1/4
Disneyland Paris
It is the only Disneyland Resort in Europe
STP
Segment
Children, families and tourists
Target Group
Young children, families living in France and tourists from abroad
Positioning
A park that provides a magical experience to the entire family
SWOT Analysis
Strengths
2/4
Disneyland Paris
1. The parent company is the world pioneer in amusement parks and theme parks and has an unparall
2. It is the most visited theme park in France as well as Europe.
3. The Disney characters that feature in the park have a tremendous merchandising capacity and are a
4. It is the second Disneyland to be opened outside USA and the first to be operated by the Walt Disne
5. Top-of-the-mind tourist destination in Europe with excellent brand presence due to association with
6. Over 15 million visitors on an average visiting per annum
Weaknesses
1.Disneyland, Paris is often questioned for being expensive
2. Incidents and accidents over the years have been problematic
Opportunities
1. The park can leverage on the strong brand presence of its parent brand and can attract more and mo
2. There are fewer amusement parks in France and Europe as compared to the USA; hence Disneylan
3.The location of Disneyland, Paris is easily accessible to a large proportion of its potential customer b
4. Growing tourism and increasing spending power in the emerging economies
Threats
1.The park invites unfair comparison to the original Disneyland and appears pale in comparison
2.The tourists from outside Europe choose the American Disneyland over the French Disneyland
3.If the park does not keep on adding new attractions, it would lose its charm
Competition
3/4
Disneyland Paris
Competitors
1.Parc Asterix
2. Futoroscope, France
3. Disneyland, USA
4/4