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Autre Publication Scientifique Année : 2010

Astérix : marketing the Gauls !

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Résumé

Written in close collaboration with the marketing department of the Asterix theme parc, this case study presents the marketing plan of the second theme parc in France. In a highly competitive context (Disneyland Resort Paris, Futuroscope, etc.), the management board of the Asterix theme parc decides to multiply its marketing actions in order to achieve an annual number of 2 million visitors. The case study provides detailed information about the Asterix theme parc, the Grévin & Cie group which manages the parc, the behaviour of visitors and major competitors. The students are asked to prepare a marketing plan: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies).
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Dates et versions

hal-00974147 , version 1 (05-04-2014)

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  • HAL Id : hal-00974147 , version 1

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Sylvie Hertrich, Ulrike Mayrhofer, Ewan Ormiston. Astérix : marketing the Gauls !. 2010. ⟨hal-00974147⟩
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