EuroDisney Case Analyses Assignment
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Case Analyses (150 points) Students will be responsible for completing three written case assignments. Case write-ups should be 3-5 pages, double spaced, 12 font size Times New Roman. Use APA style for in-text citations and reference lists. All assignments are due by Sundays, midnight, in MS word format in Moodle (except week 7). Read each assigned case carefully. Focus your efforts on responding to the given end-of-case questions. Support your answers with external research. Refer to the Case Analysis Grading Rubric for more details on grading.
- Identifies and demonstrates a sophisticated understanding of the main issues/problems in the case study.
- Presents an insightful and thorough analysis of all identified issues/problems
- Supports opinions with strong arguments and well- documented evidence; presents a balanced and critical view; interpretation is both reasonable and objective.
- Supplements case study with relevant and thoughtful research and documents all sources of information in APA format.
- Demonstrates clarity, conciseness and correctness; formatting is appropriate and writing is free of grammar and spelling errors. EuroDisney Case Analyses Assignment
READ THE CASE STUDY BELOW:
https://mulyaningrum.files.wordpress.com/2015/09/5-case_2_1_the_not_so_wonderful_world_of_eurodisney.pdf
- What factors contributed to EuroDisney’s poor performance during its first year of operation? What factors contributed to Hong Kong Disney’s poor performance during its first year?
- To what degree do you consider that these factors were (a) foreseeable and (b) controllable by EuroDisney, Hong Kong Disney, or the parent company, Disney?
- What role does ethnocentrism play in the story of EuroDisney’s launch?
- How do you assess the cross-cultural marketing skills of Disney?
- Why did success in Tokyo predispose Disney management to be too optimistic in their expectations of success in France? In China? Discuss.
- Why do you think the experience in France didn’t help Disney avoid some of the problems in Hong Kong? Do you think the Shanghai park will benefit, as it is now open?
- Assume you are a consultant hired to give Disney advice on the issue of where and when to go next. Pick three locations and select the one you think will be the best new location for “Disneyland X.” Discuss. Given your choice of locale X for the newest Disneyland, what are the operational implications of the history of the four Disney parks abroad for the new park?
EuroDisney Case Analyses Assignment
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