파리 디즈니랜드(Disneyland Paris)에 관한 레포트로, SWOT Analysis, Perceptual Mapping 등 경영학의 기본 분석 툴을 이용해 분석했습니다.

목차

I. Introduction
1. Biography of Walt Disney
2. History of Disneyland

II. Analysis
1. External Analysis
2. SWOT Analysis

III. From Segmentation to Positioning
1. Segmentation
2. Perceptual Mapping

IV. Marketing Mix
1. 4P(Product, Place, Promotion, Price)

본문내용

I. Introduction
Biography of Walt Disney
Walt Disney was born in December 5, 1901, in Chicago. He grew up in a big family of five children. In November 18, 1928, Disney Character Mickey Mouse that we all are familiar with today was born. In 1938, Walt began producing "Pinocchio", "Fantasia", and "Bambi" and he and his brother Roy co-founded Walt Disney Productions, which became one of the best-known motion-picture production companies in the world. Disney was an innovative animator and created the cartoon character Mickey Mouse. He won 22 Academy Awards during his lifetime.

History of Disneyland
Walt Disney came up with the concept of Disneyland after visiting various amusement parks with his daughters in the 1930s and 1940s. Full of the enthusiasm, he borrowed a large sum of money and sold his second house, just to develop his idea and to show others what he had in mind. "I could never convince the financiers that Disneyland was feasible, because dreams offer too little collateral."

참고 자료

http://www.lboro.ac.uk/gawc/rb/rb292.html