Module 3_Case Study Analysis.docx

Module 3 the third battle of bull run the disneys

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Module 3: “The Third Battle of Bull Run: The Disney’s America Theme Park” 3 The second piece of evidence of an ineffective strategy is not understanding who their constituencies were. Putting focus groups or marketing efforts to understand the area, population, people, and history behind the Virginia Piedmont was key. If Disney would have focused on some of these constituencies they would have found that there were, according to Argenti, “some of America’s most wealthy and influential citizens” in this county and state. Citizens that had a lot of money, knowledge and the power to take Disney out of their county and state, in which they succeeded. The communication strategy effectively came across wrong, according to Powell & Stover, “Michael [Eisner] was making public remarks that weren’t helpful. Michael sounded a bit like an abrasive Hollywood producer coming to town.” (p. 5) This fueled the anti-Disney protestors fire and they used these statements in their anti-Disney campaigns. Overall, Disney made a lot of mistakes in going to western Virginia with a corporate arrogancy state of mind. In retrospect according to Powell & Stover, “Eisner issued a memoir, in which he devoted a chapter to ‘Disney’s America’ project.
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  • Spring '10
  • Dr.Thomas
  • Magic Kingdom, Disney Corporation, DISNEY’S AMERICA THEME PARK

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