Parc ASTERIX : Marketing the Gauls!

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).

To make students aware of the structure of a marketing plan by :
- conducting an internal and external analysis (strengths/weaknesses, opportunities/threats),
- developing a marketing strategy (objectives, segmentation, targeting, positioning, sources of volume),
- elaborating a marketing mix (product, price, distribution, communication).

Market analysis, exam case, marketing analysis, internal analysis, external analysis, product manager, services marketing, tourism marketing, marketing mix, operational marketing , strategic marketing, product marketing, marketing plan, marketing strategy, SWOT, segmentation, targeting, positioning, product, price, distribution, communication.

Business schools and universities (initial and executive education)

Tourism industry

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.
The case study can be used to complement a marketing course.
The teacher may decide to ask students to develop an entire marketing plan, or to focus specifically on the analysis, strategy or marketing-mix.
When the case is used for an exam, a minimum of 4 hours is required to complete the marketing plan and can be reduced to 2 hours for one individual part of the marketing plan (analysis, strategy, marketing-mix).
French Version also available : M1329
Supports : au choix, papier ou numérique

Année de la problématique : 2004

Livraison : Livraison par lien de téléchargement

Nombre de pages : 27 avec 14 page(s) annexe(s)

Temps d'utilisation : de 4 à 6 heures

Code du secteur d'activité : 92 - Activités récréatives, culturelles et sportives