•Disney lost more than $30 million in 2011 on its Hong Kong Disney theme park yet plans to open another in Shanghai •There is one business niche in China where Disney is thriving: English Education, with its Disney English school program •Disney claims its schools were created solely to teach English but it has a unique marketing opportunity with young children and their parents ?Why do you think Disney has decided to open up a larger park in Shanghai? ?Why has Disney English been such a successful program? ?How might the Disney English program indirectly market the theme parks?
•Disney lost more than $30 million in 2011 on its Hong Kong Disney theme park yet plans to open another in Shanghai •There is one business niche in China where Disney is thriving: English Education, with its Disney English school program •Disney claims its schools were created solely to teach English but it has a unique marketing opportunity with young children and their parents ?Why do you think Disney has decided to open up a larger park in Shanghai? ?Why has Disney English been such a successful program? ?How might the Disney English program indirectly market the theme parks?
Chapter16: Integrated Marketing Communications
Section16.2: Because You’re Worth It: Imc At L’oréal
Problem 3C
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•Disney lost more than $30 million in 2011 on its Hong Kong Disney theme park yet plans to open another in Shanghai
•There is one business niche in China where Disney is thriving: English Education, with its Disney English school program
•Disney claims its schools were created solely to teach English but it has a unique marketing opportunity with young children and their parents
?Why do you think Disney has decided to open up a larger park in Shanghai?
?Why has Disney English been such a successful program?
?How might the Disney English program indirectly market the theme parks?
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