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Analysis of the exclusive distributor of Disney's product, Disney Store, presenting the company and an internal and external diagnosis.


[...] The fact that the only possibility to buy on-line through the English website shows three important brakes: - The transactions are done in pounds: all the transactions realised on the English website can’t be realised in Euros. There is no possibility to buy the products with Euros. We don’t realize the meaning of the English prices, moreover the rates makes prices fluctuated for people who have the Euros as main money. - The deliveries are long: indeed the average delivery overcomes always two weeks. The impulse side of the Disney’s purchase is completely lost when you buy on-line. People spend time to think about the purchase before the act of buying. [...]

[...] In France the number of Disney store decrease each year with the closure of numerous stores (Toulouse, Bordeaux, La Défense, ).In 2006 there was 19 stores in 2007. In 2008 the head office announces the closures of 7 other stores even if at the moment the number of operational stores is 14. The head office has justified these closures by the will of the development of the on-line activity The French subsidiary of Disney store was created in 1994. It has a capital of one million Euros. It counts currently 350 salaried. In 2007 its turnover reached 30 million Euros. [...]

[...] The number of visitors in Disneyland Paris increase. For many years, the frequenting in Disneyland Paris has raised. For example, in 2007 there was an increase of It represents 12 million visitors and potential customer for the “Disney store” in Disney Village. In 2008 there was 15,3 million visitors. The France is the first touristy country In the last ranking, the France was the first country which pull tourist in the world. The tourists don’t hesitate to spend a lot of money when they are in another country. [...]

[...] Each product has an quite important price. Numerous examples can be quoted: a little note pad with a Mickey cover costs 7 Euros, a pen costs 5 Euros and a small plush costs at least 20 Euros. These prices might not be a brake in the stores of les champs Elysées where the tourists represent the quasi totality of the customers, but in stores which are not located in touristic area, which have a regular customer, prices represent a hefty brake. [...]

[...] The website is very complete. The sold products are classified by movie, by sex, by age, by kind of product. So it is possible to find again the same product by different ways. Moreover, an exclusive range is only sold on-line (mobile phone, bedclothes, accessories ).Finally on the English website it is possible to add a personal touch on some products. Welcome page Customized products Exclusive range Weaknesses The Disney stores are not well picked up on the French territory: Since the recent closure of stores in France, all the West part of France is not cover by stores. [...]

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Date de publication
étude de cas
Nombre de pages
12 pages
grand public
2 fois

Informations sur l'auteur Maxime C. (étudiant)

Grand public
Etude suivie
Ecole, université
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