企业战略管理期末案例分析答案.docVIP

企业战略管理期末案例分析答案

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PleasestudythefollowingcasesandanswerthequestionsinEnglishorChinese.

CaseScenario1:WaltDisneyCompany.(20%)

WaltDisneyCompanyisfamedforitscreativity,strongglobalbrand,anduncannyabilitytotakeserviceandexperiencebusinessestohigherlevels.Intheearly1990s,then-CEOMichaelEisnerlookedtothefast-foodindustry产业asawaytodrawadditionalattentiontotheDisneypresence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somewhatundistinguished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overwhelming?压倒性的competition竞争fromMcDonaldsandgeneral一般oversaturation过饱和inthefast-foodindustryastheprimaryreasonsforclosingdownthefailingMickey’sKitchen.

Questions:

BasedonyourownknowledgeofDisneyandtheinformationprovidedinthescenario,doesDisneyappearto似乎createvalueinitsbusinessesprimarilythroughacost-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。

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