Disney caso de estudio

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  • Publicado : 23 de mayo de 2010
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INDEX

1. INTRODUCTION 2
2. WHY PARIS? 2
3. MARKET SEGMENTATION 3
4. THE 8’O 4
5. PROBLEMS AND CONSEQUENCES 4
6. SOLUTIONS FOR THE PROBLEM (MARKET STRATEGIES) 6
7. MARKETING MIX 7
7.1. PRODUCT 7
7.2. PRICE 8
7.3. PROMOTION 9
7.4. PLACE 10
7.5. PEOPLE 11
8. SWOT ANALYSIS 12
8.1. STRENGTHS 12
8.2. WEAKNESSES 13
8.3. OPPORTUNITIES 14
8.4. THREATS14
9. CONCLUSION 15
10. SOURCES 15

1. INTRODUCTION
This resort is located in Marne-la-Vallée, a city in the east of Paris. It has two theme parks, one entertainment zone and seven official Disney hotels. It was opened on April 12 in 1992, it was the second Disney resort opened outside the United States (after Tokyo Disney Resort), but the first that belonged and was exploited byDisney. In 2007 the resort had 14.5 million visitors, and it is considered as one of the most important touristic places of Europe.
Disneyland resort Paris belongs and is exploited by the French company Euro Disney S.C.A, a company with 39.78% of its stocks in the hands of Walt Disney Company, 10% belongs to the Saudi prince Al Waleed Bin Talal and 50.22% owned by other stockholders. The park is incharge of the president and CEO Karl Holz.
At the beginning there was a lot of controversy during the periods of negotiation and construction because some people expressed their opposition about the resort and also because the country was through a period of recession.

2. WHY PARIS?
The Walt Disney Company chose Paris, France, as the site of Euro Disneyland for many reasons. On April 15,1983, the Walt Disney Company opened in Tokyo, Japan, their first theme park outside the United States. This theme park, Tokyo Disneyland became an instant hit. In fact, since the Walt Disney Company executives believed they learned so much about operating a theme park in another country, and since Tokyo Disneyland was an instant success, they began immediately to search for a site for a fourthpark.
To find a site for their fourth theme park, the Walt Disney Company looked to Europe where Disney films historically have done better than in the United States. Because of this film success, the Western European audience already was familiar with Disney entertainment and merchandise. From 1983 through 1987 the company searched for sites in the United Kingdom, France, Germany, Spain, and Italy.Finally the possibilities were narrowed down to Costa del Sol in Spain and Paris in France. Although Spain had the edge due to its climate, France had a larger population and a spectacular transportation network. The Walt Disney Company executives believed since Tokyo Disneyland located in a cold-weather climate and virtually the same latitude as Paris was so successful, they would be able tooperate in similar weather conditions in Paris.
In fact, Disney executives admit that "...without the cold-climate (Tokyo) Disneyland success, they would never have picked Paris, which has the same or worse weather than Tokyo". Thus, Paris was selected to be the site of their fourth theme park.Disneyland Paris is considered as the market leader in theme parks and the most attractive touristic placein all Europe, even though it has a little rival The Asterix Park but this one do not have comparison with Disney Paris because it only is opened during certain seasons of the year while Disney is opened all the year. Another thing that differentiates both parks is the infrastructure: Disney Resort has is really huge but Asterix is not too big and if this park wants to have a similarinfrastructure its owners should make a big investment.
Disneyland Resort Paris Asterix Park

3. MARKET SEGMENTATION
Disney Paris has adopted a database marketing program that uses a methodology for segmentation based on consumer behavior, a consumer household stage of life, such as single, married, parents or empty nest; and other socioeconomic factors.
The household-based life-stage...
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