Kakuto Chojin: Back Alley Brutal

It was a fighting game made for Microsoft's Xbox gaming console published in 2002 by Microsoft Game Studios. The game was the product of developer Dream Publishing, a studio created from members of Dream Factory and Microsoft. Though heavily hyped and praised for its graphics, it received unfavourable reviews from both critics and gamers. The game was pulled off the shelves in early 2003 due to accusations of containing offensive religious content. Verses from the Quran were allegedly being chanted in the background of the song "Love/Hate Chant", which serves as the theme song for the major character Asad.

Euro Disneyland
On 12th April 1992, Disney opened an entertainment resort with the Disneyland theme park in Paris. It was the second Disney resort to open outside the U.S . About 25% of Euro Disney's workforce approx. 3,000 people resigned from their jobs. Daily park attendance was around 25,000 instead of the predicted 60,000. Euro Disneys stock price spiralled downwards and on 23 July 1992, Disney announced an expected net loss of 300 millfrancs. During winter, hotel occupancy was such that Disney decided to close the hotel during the season. Initial hopes were that each visitor would spend around US $33 per day, but the spending were around 12% lower.

What went Wrong?

o o o o o Economical Aspect: Economic recession in Europe Translantic airfare war (1992) Political Aspect: Gulf War which reduced travel to and around Europe. 1992 Olympics in Spain. Disneys operation and marketing: Advertising messages had been miscommunicated, emphasizing glitz and sizenot the rides or attractions.

Other Factors
Quality and design standards of U.S. parks deemed inadequate for European marketplace. Dismal winter weather of Northern France. Cultural difference between U.S. and Europe: o Parents in France do not take children to Disneyland during 10 months of school days as in U.S. Different European values than Americans: o France has its own local cartoon characters. American Imperialism No Alcohol policy

Strategy
Change in marketing- more euro centric approach Addition of a new attraction at the theme park- Space Mountain. US$100 million attraction was dedicated in a ceremony attended by European celebrities such as Elton John, Claudia Schiffer and Buzz Aldrin. Price cut 20% for park admission and 30% some hotel room rates. Special promotion for winter months. October 1994 the park's name was officially changed from Euro Disney to Disneyland Paris o To more closely link the park with the romantic city of Paris. o To disassociate the amusement park with the poor reputation that has become linked with the phrase "Euro Disney".

Results
On 25 July 1995, Euro Disney reported its first ever quarterly profit of US $35.3 million. In one year the theme park's attendance had climbed from 8.8 million to 10.7 million - an increase of 21%. Hotel occupancy had also climbed from 60 to 68.5%. After debt payments, Disneyland Paris ended the year with a net profit of US$22.8 million. In 1996, Disneyland Paris became Frances most visited tourist attraction with 11.7 million (increase 9% from the previous year). With 15.3 million visitors in the year 2008, it is one of Europe's leading tourist destinations receiving more visitors than the Louvre and the Eiffel Tower combined.

Role of Ethnocentrism
Ethnocentrism and culture played a conflicting role in the launch of Euro Disney. The Disney belief was that what it sells in the U.S. and Japan would sell just as well in Europe. A marketing mix was to be adopted similar to that of what was developed in other markets. Japan unlike, France, succumbed to Disney's promotional firepower. Japan welcomed the taste of American culture; France on the other hand went nationalistic. Disney followed a domestic market extension concept, believing one universal product would be accepted in Europe with as much vigor as was seen in Japan.