4 Define the corporate strategy, the marketing strategy, and the market instrument strategies for Disneyland Paris. Use information from the case where possible. Disneyland Paris is part of the Walt Disney Company. The park opened in 1992.

Since then, the park has become the largest theme park in Europe. During the record-breaking year 2012, 11.2 million people visited the famous amusement park. In that year, Disneyland Paris celebrated its twentieth anniversary. This twentieth anniversary, with new attractions, major renovations in the parks and hotels, and great media attention, contributed to this high number of visitors. This proved difficult to surpass. In the years after 2012, partly due to the poor economic situation, the number of visitors gradually decreased. However, this decline seemed to be slowing: the number of visitors increased to a total of around 10 million people in 2018 and 2019, but then the COVID pandemic had a huge impact on visitor numbers. In the lockdown year 2020, there were only 2.6 million visitors, slowly increasing to 3.5 million visitors in 2021.

Disneyland Paris is becoming less and less dependent on French visitors alone.

According to Disney, the company’s new pricing policy – fewer promotions, discounts, and last minutes – is the reason that the number of French visitors has fallen in recent years.

With the increasing number of visitors in the years before COVID, the company’s turnover also increased. However, this increase was also caused by visitors spending more money during their visit to Disneyland Paris: the average guest spending in parks has been increasing in recent years. According to Disneyland Paris, this increase is caused by continuous investments in ‘customer experience’. These investments fit in well with the mission of the Walt Disney Company