企业战略管理期末案例分析答案

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1、PleasestudythefollowingcasesandanswerthequestionsinEnglishorChinese.CaseScenario1:WaltDisneyCompany.(20%)WaltDisneyCompanyisfamedforitscreativity,strongglobalbrand,anduncannyabilitytotakeserviceandexperiencebusinessestohigherlevels.Intheearly1990s,then-CEOMichaelEisnerlookedtothefast-foodindustry产业a

2、sawaytodrawadditionalattentiontotheDisneypresence存在outsideofitsthemeparks-itsretail零售chain链washighlysuccessfulandgrowingrapidly.Afast-foodrestaurantmadesensefromEisner’sperspective观点sinceDisney’sthemeparkshadalreadymastered掌握rapid迅速的,high-volume大容量，大批量foodpreparation,and,despite尽管somewhatundistingui

3、shed平凡的；混杂的foodandhighprices(orperhapsbecauseof),allitsin-parkrestaurantswereextremelyprofitable有利可图的.Fromthisinspiration灵感,Mickey’sKitchen厨房waslaunched.ThefirsttwolocationswereopenedinCaliforniaandinasuburb边缘ofChicago,adjacent邻近的toexisting现存的Disneystores.Menuitemsincludedhealthy,child-oriented以…为方向

4、的fare食物likeJumboDumbo珍宝小飞象burgers汉堡包andevenameatless素食的MickeyBurger.EisnerthoughtthatlocatingeachrestaurantnexttoexistingDisneystoreswassuretoincrease增加foottrafficthroughbothvenues场馆.LessthantwoyearslaterDisneycloseddowntheCaliforniaandChicagostoresandshutteredfurtherexpansion扩张plans.Eisnercited引用ov

5、erwhelming 压倒性的competition竞争fromMcDonaldsandgeneral一般oversaturation过饱和inthefast-foodindustryastheprimaryreasonsforclosingdownthefailingMickey’sKitchen.Questions:1.BasedonyourownknowledgeofDisneyandtheinformationprovidedinthescenario,doesDisneyappearto似乎createvalueinitsbusinessesprimarilythroughacost

6、-leadershiporthroughadifferentiationstrategy?(5%)我认为迪士尼采取的业务层战略是差异化的战略，无论是从材料中提到的发展快餐业务还是它本身已经发展成熟的主题公园业务和零售业务来看，它出售的产品和服务都是价格相对昂贵，同时具有一定的独特性。迪士尼就是希望通过这种产品的独特性来吸引顾客购买，同时获得较大的利润，例如材料中提到的JumboDumboburgers和meatlessMickeyBurger。71.Whatresourcesandvalue-chain价值链activities活动didDisneytrytoleverage影响力throug

7、htheopeningofMickey’sKitchen?（7%）迪士尼主要希望利用的资源，是原有的主题公园的产生的人流人们对于迪士尼品牌的认可，而旅客进园游玩同时产生了对于快餐店的需求，这是迪士尼希望利用的价值链。迪士尼把Mickey’sKitchen设在Disneystores的旁边，这加大了餐厅的人流，同时在Disneystores的游客需要进餐的可能性会更大。3.Whydoyouthink