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1、---学院2011—2012学年第二学期《企业战略管理（II）》课程论文班级：姓名：学号：成绩：PleasestudythefollowingcasesandanswerthequestionsinEnglishorChinese.CaseScenario1:WaltDisneyCompany.(20%)WaltDisneyCompanyisfamedforitscreativity,strongglobalbrand,anduncannyabilitytotakeserviceandexperiencebusinessestohigherlevels.Intheearly1990s,
2、then-CEOMichaelEisnerlookedtothefast-foodindustryasawaytodrawadditionalattentiontotheDisneypresenceoutsideofitsthemeparks-itsretailchainwashighlysuccessfulandgrowingrapidly.Afast-foodrestaurantmadesensefromEisner’sperspectivesinceDisney’sthemeparkshadalreadymasteredrapid,high-volumefoodpreparati
3、on,and,despitesomewhatundistinguishedfoodandhighprices(orperhapsbecauseof),allitsin-parkrestaurantswereextremelyprofitable.Fromthisinspiration,Mickey’sKitchenwaslaunched.ThefirsttwolocationswereopenedinCaliforniaandinasuburbofChicago,adjacenttoexistingDisneystores.Menuitemsincludedhealthy,child-
4、orientedfarelikeJumboDumboburgersandevenameatlessMickeyBurger.EisnerthoughtthatlocatingeachrestaurantnexttoexistingDisneystoreswassuretoincreasefoottrafficthroughbothvenues.LessthantwoyearslaterDisneycloseddowntheCaliforniaandChicagostoresandshutteredfurtherexpansionplans.Eisnercitedoverwhelming
5、competitionfromMcDonaldsandgeneraloversaturationinthefast-foodindustryastheprimaryreasonsforclosingdownthefailingMickey’sKitchen.Questions:1.BasedonyourownknowledgeofDisneyandtheinformationprovidedinthescenario,doesDisneyappeartocreatevalueinitsbusinessesprimarilythroughacost-leadershiporthrough
6、adifferentiationstrategy?(5%)AlthoughtheMickey’sKitchenfailed,butDisneystillappeartocreatevalueinitsbusinessesprimarilythroughdifferentiationstrategy.Disney’sstrategyofdifferentiatedmorereflectthevalueofhealthinupstreamanddownstreamlink,formedtheuniquebrandvaluechainoperationmode,andrealizetheye
7、arsofstablegrowth.Afternearly90yearsofdevelopment,thecompanyhasbecomeaDisneyfilmandtelevisionentertainment,withthemepark,medianetworkandmerchandiseofbusinesssuchastheworld'smostfamousenterpriseofthecorpse,brandvalue,to$29.2b
