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1、----------专业最好文档，专业为你服务，急你所急，供你所需-------------文档下载最佳的地方---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,andun
2、cannyabilitytotakeserviceandexperiencebusinessestohigherlevels.Intheearly1990s,then-CEOMichaelEisnerlookedtothefast-foodindustryasawaytodrawadditionalattentiontotheDisneypresenceoutsideofitsthemeparks-itsretailchainwashighlysuccessfulandgrowingrapidly.Afast-foodrestaurant
3、madesensefromEisner’sperspectivesinceDisney’sthemeparkshadalreadymasteredrapid,high-volumefoodpreparation,and,despitesomewhatundistinguishedfoodandhighprices(orperhapsbecauseof),allitsin-parkrestaurantswereextremelyprofitable.Fromthisinspiration,Mickey’sKitchenwaslaunched
4、.ThefirsttwolocationswereopenedinCaliforniaandinasuburbofChicago,adjacenttoexistingDisneystores.Menuitemsincludedhealthy,child-orientedfarelikeJumboDumboburgersandevenameatlessMickeyBurger.EisnerthoughtthatlocatingeachrestaurantnexttoexistingDisneystoreswassuretoincreasef
5、oottrafficthroughbothvenues.LessthantwoyearslaterDisneycloseddowntheCaliforniaandChicagostoresandshutteredfurtherexpansionplans.EisnercitedoverwhelmingcompetitionfromMcDonaldsandgeneraloversaturationinthefast-foodindustryastheprimaryreasonsforclosingdownthefailingMickey’s
6、Kitchen.Questions:1.BasedonyourownknowledgeofDisneyandtheinformationprovidedinthescenario,doesDisneyappeartocreatevalueinitsbusinessesprimarilythroughacost-leadershiporthroughadifferentiationstrategy?(5%)AlthoughtheMickey’sKitchenfailed,butDisneystillappeartocreatevaluein
7、itsbusinessesprimarilythroughdifferentiationstrategy.Disney’sstrategyofdifferentiatedmorereflectthevalueofhealthinupstreamanddownstreamlink,formedtheuniquebrandvaluechainoperationmode,andrealizetheyearsofstablegrowth.Afternearly90yearsofdevelopment,thecompanyhasbecomeaDis
8、neyfilmandtelevisionentertainment,withthemepark,medianetworkandmerchandiseof----------专业最好文档，专业为
