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Astérix : marketing the Gauls !

Author

Listed:
  • 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

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Ewan Ormiston

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).

Suggested Citation

  • Sylvie Hertrich & Ulrike Mayrhofer & Ewan Ormiston, 2010. "Astérix : marketing the Gauls !," Post-Print hal-00974147, HAL.
    • Handle: RePEc:hal:journl:hal-00974147
    as

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