Marketing Case Study: EuroDisney

Paper Summary:

This paper briefly introduces the fundamentals of developing marketing strategies and its significance in the world of marketing. The paper then examines a case study related to the well-known profit organization, EuroDisney. Pertinent tools, theories and concepts of marketing strategies are used in this analysis. The paper attempts to analyse and deal with the key issues that affected the operation of EuroDisney as an organization from the time it started its operations to date. In addition, this report attempts to demonstrate the relationship between marketing and business strategy while analysing the EuroDisney case study.

Table of Contents:
Executive Summary
Introduction
Purpose
Background of the case
The Four Ps of Marketing
Product
Application of the Product Life Cycle (PLC)
Introduction
Growth
Maturity
Decline
Place
Promotion
Price
Stake Holders
Problems and Strategies
Strategic Marketing Planning and Analysis
Cost Leadership Strategy
Differentiation Strategy
Focus Strategy
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Recommendations
Conclusion

From the Paper:

"Broadly, marketing strategy can be defined as the analysis, strategy development and implementation activities in selecting market targets for the product market of interest to the organization, setting marketing objectives, and developing, implementing and managing the marketing program positioning strategy designed to meet both the needs of customer in each market target and to manage long term relationships with them. When the top management resulting in actions taken to achieve the objectives set for the business makes decisions, it is known as business strategy."

Sample of Sources Used:

• Cravens, D., Merrilees, B., & Walker, R.(2000) Strategic Marketing Management for the Pacific Region. Sydney: McGraw-Hill.
• David, W. Johnson., Frank P. Johnson. (1994) Joining Together (5th edition). Allyn and bacon.
• Pride, W. M., Hughes, R. J. and Kapoor, J. R. (1999). Business (6th edition.). U.S.A: Houghton Mifflin.
• Neal, C. M., Quester, P. G. and Hawkins, D. (2002). Consumer Behaviour: Implications for Marketing Strategy (3rd edition.). Sydney: McGraw-Hill Irwin.
• www.marketingteacher.com

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