Abstract
The European experience of the Walt Disney Company really began in 1992, with the inauguration of Marne-la-Vallée's park. Mickey Mouse settles down with the conquering assurance of the Americans, and they export their concept leaders as Levi's, McDonalds or Coca-cola. It is then that Disneyland Paris does not meet the expected success. None of the objectives of departure had been reached : neither the preservation of the 11 million annual guests, nor the rate of completion of hotels, nor the average level of spending by visitor, nor the realization of the second part of the park. It is only some years later, in 1997 , that the Park registers its first profits. But however, the concept was declared viable only in 1999. At first, we are going to make a marketing analysis of this company, then we shall identify the marketing problems connected to the exploitation of the site. Finally, in the third part we shall draw up a plan of recommendations.
