MBA
Module 3_Case Study Analysis.docx

Module 3 the third battle of bull run the disneys

Info icon This preview shows pages 3–4. Sign up to view the full content.

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.
Image of page 3

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Image of page 4
This is the end of the preview. Sign up to access the rest of the document.
  • Spring '10
  • Dr.Thomas
  • Magic Kingdom, Disney Corporation, DISNEY’S AMERICA THEME PARK

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern