Homework answers / question archive / 5/18/2020 2020SU1-MGMT-7005-B01:  Instructions for Assignment 3: Group Project Part I Instructions for Assignment 3: Group Project Part I You will be assigned to a group: one of the SBUs for the company we are studying: Disney (SBUs are Disneyland Paris, Hong Kong Disneyland Resort, Shanghai Disney Resort, and Disney Japan)

5/18/2020 2020SU1-MGMT-7005-B01:  Instructions for Assignment 3: Group Project Part I Instructions for Assignment 3: Group Project Part I You will be assigned to a group: one of the SBUs for the company we are studying: Disney (SBUs are Disneyland Paris, Hong Kong Disneyland Resort, Shanghai Disney Resort, and Disney Japan)

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5/18/2020 2020SU1-MGMT-7005-B01:  Instructions for Assignment 3: Group Project Part I

Instructions for Assignment 3: Group Project Part I

You will be assigned to a group: one of the SBUs for the company we are studying: Disney (SBUs are

Disneyland Paris, Hong Kong Disneyland Resort, Shanghai Disney Resort, and Disney Japan).

Readings for the marketing plan include the firm's annual report, The Walt Disney Company's Investor Site, The Walt Disney Company's balance sheet and these cases:

1. Disney Theme Parks: Mickey Goes to China?  By James R. Freeland.
2. Disney: Losing Magic in the Middle Kingdom by Ali Farhoomand; Penelope Chan.
3. Disneyland Resort Paris: Mickey Goes to Europe by Martha Martha Maznevski; Karsten Jonsen.
4. Walt Disney Co.: The Entertainment King. Michael G. Rukstad; David J. Collis; Tyrrell Levine.

Internet research will be required for the macro factors of the analysis.

What should be included in Assignment 3:

For the first module, you are to scan the business environment. If you are assigned a specific product line ( SBU) then you should focus your analysis on that product line. Also note that the market segmentation will require you to segment each SBU separately. Furthermore, the competitive analysis needs to be for each SBU as well.

1. PESTEL Analysis for a survey of the marketing environment. You should also include a brief history of firm and the macro/micro factors that are most relevant
2. Stakeholder Analysis
3. Mission statement and corporate strategy based on the mission and vision of the organization
4. Competitive analysis via Competitive Perceptual Map or competitive matrix (Mullins Chapter 8) - you are analyzing the company compared to each of the competitor's strengths.
5. Porter's Five Force model and
6. Porter's diamond model
7. VRIO
8. TOWS Matrix
9. SBU analysis for corporation and investment and business level strategy table for your corporate sbu analysis (2 points each)
10. Create an SBU matrix for your assigned SBUs (Paris, Tokyo or Hong Kong). Include Investment and Business level strategies. (2 points each)
11. Segmentation strategy and buying behaviors for each segment (two points each)
12. Corporate and marketing strategies to reach target market (one of the segments above)

Note each of these team assignments will be worth 15 points over the summer term. Note 9, 10, and 12 will each be worth 2 points the rest will be worth one.

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