Eurodisney case study

Memo

The Task:

Part 1. Now that Disney has opened Hong Kong Disney and begun work on the Shanghai location, where and when should it go next? 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 2-3 advantages and disadvantages of each location (about one paragraph each).

Part 2. Now, assume you are the new marketing vice president at the Disney. The CEO and the board have decided to expand their international sales revenues by expanding into the market you propose. Write a memo (1 page letter) to your staff outlining the marketing research that will be needed to support such a strategy. Be specific about sources of secondary data and the best places and media for gathering primary data. Also, be specific about the best methods to use.  

  The answer to your memo will focus on these two steps from Defining the Research Process:

• Define the research problem and establish research objectives
• Gather the relevant data from secondary or primary sources, or both

Step 1:

Define that research question that has to be answered (eg stagnant research sales). Here it’s helpful to identify if you’re going to expand into new markets or if you’re going to focus on your already established markets.

Step 2:

Identify the secondary resources that you might already have available based on previous studies at the Disney has conducted or other reports, studies, census studies, etc.

Step 3:

If you need more information to answer your question that is not all readily available from the secondary sources, what would that be i.e. primary resources? How would you gather it? (email surveys, interviews etc.)