Disney Case summary

Disney Case summary - Disney Case p.614 Question: What kind...

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Disney Case p.614 Question: What kind of strategic orientation did Disney use to open the new park in Paris? Was this the correct choice of orientation? Why or why not? If not, what orientation should they have chosen and why? Give evidence from the case, terms from the text and required resources to support your answers. Domestic market extension strategy (p.22) – NOT SUCCESSFULL. Then became multidomestic and global market oriented approach (p. 23) but more global market oriented - SUCCESSFULL!! Disney was ethnocentric (p.15) in their approach, little effort was done to adapt the marketing mix (p.22) . Europe had many more uncontrollable international environmental elements (p.12) than Disney realized and had planned for Bonjour, Mickey! April 1992 EuroDisney opened Europeans failed to “go goofy” over Mickey Japan loved Disney (used domestic market extension) Prices to visit were so high and financial losses became so massive that they had to structure a rescue package
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This test prep was uploaded on 03/18/2009 for the course MKTG 4400 taught by Professor Engel,stev during the Fall '07 term at Colorado.

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Disney Case summary - Disney Case p.614 Question: What kind...

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