Astérix : marketing the Gauls !

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).
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https://hal-univ-lyon3.archives-ouvertes.fr/hal-00974147
Contributor : Ulrike Mayrhofer <>
Submitted on : Saturday, April 5, 2014 - 2:25:42 PM
Last modification on : Monday, December 2, 2019 - 12:23:49 PM

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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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