Astérix: marketing the Gauls !

Sylvie Hertrich, Ulrike Mayrhofer () and Ewan Ormiston
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Sylvie Hertrich: Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School
Ulrike Mayrhofer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: 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).

Keywords: marketing plan; Parc Asterix; parc à thème; tourisme; marketing; marketing plan. (search for similar items in EconPapers)
Date: 2010-06-07
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Published in 2010

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00974147

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