Etude de cas : Disney à Paris : « Venez vous détendre dans l’univers du rêve et de la magie de Walt Disney ! »

Étude de cas Marketing & marques Marketing tourisme

Date de publication :

07/01/2004

Langue :

Anglais

Format :

.doc

Nombre de pages :

8 pages

Niveau :

avancé

Consulté :

65 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Company Analysis
Marketing problems
Recommendations

Résumé :

The European experience of the walt disney Company really begins in 1992, with the inauguration of Marne-la-Vallée's park. Mickey Mouse settles down with the conquering assurance of the Americans, when they export their concepts leader as Levi's, McDonalds or Coca-cola.

It is then that Disneyland paris does not meet the expected success. None of the objectives of departure had been reached : neither the preservation of the 11 million annual guests, nor the rate of completion of hotels, nor the average level of spending by visitor, nor the realization of the second part of the park.

It is only some years later, in 1997 , that the Park registers its first profits. But however, the concept was declared viable only in 1999.

At first, we are going to make a marketing analysis of this company, then we shall identify the marketing problems connected to the exploitation of the site. Finally, in the third part we shall draw up a plan of recommendations