A CASE – EURO DISNEY

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3/17/12

WRONG PLANNING EURO DISNEY 10 REASONS Click to edit Master subtitle style 3/17/12 .

FAILED TO DIFFERENTIATE BETWEEN JAPNESE AND EUROPEAN CONSUMER 3/17/12 .

Ansoff Matrix Existing Products New Products Existing Markets Market Penetration Product Development • DISNEY OPTED FOR MARKET DEVELOPMENT THEY SHOULD HAVE OPTED FOR LOCALISED INNOVATION STRATEGY New Markets Market Development Diversification 3/17/12 .

• THE COMPANY OBJECTIVE WAS IT SEEMS EURO DISNEY NOT CLEAR WAS JUST A CORNERSTONE FOR 3/17/12 .

VACATION HOMES.RISKY MOVE TO EXPAND ITS PRODUCT LINE AND GET INDIRECT ENTRY INTO VARIOUS OTHER EUROPEAN MARKETS LIKE REAL ESTATE(HOTELS. GOLF COURSE. APARTMENTS) 3/17/12 .

• POSSITIONING WAS WEAK DISNEY IS INTO EXPERIENCE SELLING BUSINESS AND THEY 3/17/12 .

THE 3/17/12 .• ACCORDING TO EPRG ORIENTATION DISNEY ADOPTED HOME COUNTRY ETHNOCENTRIC CONSIDERED TO BE SUPERIOR.

• 3/17/12 FAILED TO STUDY CRUCIAL VARIABLES OF 1)AVG STAY TIME EUROPEANE 2)EUROPEANE CONSUMERS LIFESTYLE .

• HIGH PRICES COMPARED TO CALIFORNIA. AND STRATEGY TOKYO 3/17/12 .FLORI OVERCHARGING DA.

• LACK OF MARKET REASEARCH WAS MICHEL EISNER & CONDUCTED DISNEY RELIED ON EXPERIENCE. BRAND 3/17/12 .

• EXPORTING AMERICAN AMERICAN STYLE OF MANAGEMENT 3/17/12 MANAGEMENT CAUSED VARIOUS PROBLEMS .

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