Par Ulrike MAYRHOFER
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).
