企业战略理期末案例分析答案.doc

Please study the following cases and answer the questions in English or Chinese. Case Scenario 1: Walt Disney Company. (20%) Walt Disney Company is famed for its creativity, strong global brand, and uncanny ability to take service and experience businesses to higher levels. In the early 1990s, then-CEO Michael Eisner looked to the fast-food industry产业as a way to draw additional attention to the Disney presence存在outside of its theme parks - its retail零售chain was highly successful and growing rapidly. A fast-food restaurant made sense from Eisner’s perspective观点since Disney’s theme parks had already mastered掌握rapid迅速的, high-volume大容量food preparation, and, despite尽管somewhat undistinguished平凡的；混杂的food and high prices (or perhaps because of), all its in-park restaurants were extremely profitable有利可图的. From this inspiration灵感, Mickey’s Kitchen厨房was launched. The first two locations were opened in California and in a suburb边缘of Chicago, adjacent邻近的to existing现存的Disney stores. Menu items included healthy, child-oriented以…为方向的fare 食物like Jumbo Dumbo珍宝小飞象burgers汉堡包 and even a meatless素食的Mickey Burger. Eisner thought that locating each restaurant next to existing Disney stores was sure to increase增加foot traffic through both venues场馆. Less than two years later Disney closed down the California and Chicago stores and shuttered further expansion扩张plans. Eisner cited引用overwhelming?压倒性的 competition竞争from McDonalds and general一般oversaturation过饱和in the fast-food industry as the primary reasons for closing down the failing Mickey’s Kitchen. Based on your own knowledge of Disney and the information provided in the scenario, does Disney appear to似乎create value in its businesses primarily through a cost-leadership or through a differentiation strategy?Jumbo Dumbo burgers 和meatless Mickey Burger。 What resources and value-chain价值链activities活动 did Disney try to leverage影响力through the opening of Mickey’s Kitchen?Mickey’s Kitchen设在Disney stores的旁边，这加大了餐厅的人流，同时在Disney stores的游客需要进餐的可能性会更大。 3