IMC

Question 1

What was the problem with EuroDisney?

Answer 1

1. Disney had opened amusement parts in Anaheim, Orlando and Japan. These parks were successes
2. EuroDisney opened in April 1992- lots of problems

Problems:
1. No breakfast
2. Merchandise
3. Cultural Imperialism (no wine at meals, no breakfast)
4. Not enough bathrooms
5. Hotels- money

Too big to fail mentality

Question 2

Why is the Euro Disney case significant?

Answer 2

1. We live in a global economy
2. Company based in Norway may manufacture its products in Vietnam, and be financed by a firm on Wall Street (globalization)

Lesson to be learned? Must do a feasibility study ahead of time, focus groups etc

Question 3

What happened in the Southwest Airlines case?

Answer 3

Led the way for the “discount” segment of the airline industry- changed the way we priced tickets

Founder drew triangle of Dallas San Antonio and Houston

Question 4

Why did Southwest Airlines succeed?

Answer 4

1. Price
2. Employee commitment
3. Efficiency- turnaround time was quick
4. Cost containment- food; airport fees (midway)
5. One plane: 737
6. Strategic expansion
7. Conservative growth
8. City-to-city, not a “hub strategy” of other airlines

Question 5

What is a SWOT Analysis?

Answer 5

S: strengths, W: weaknesses, O: opportunities, T: threats

How to analyze a company

Question 6

Southwest Airlines SWOT?

Answer 6

Strength: low price, cost, positive employee interaction
Weaknesses: some p
Opportunities: moving into cities they haven’t before
Threats: Jet Blue is a main competitor, updating the Southwest formula

Question 7

Significance of SW airlines

Answer 7

initiated changes that became a permanent part of the picture
caused other companies to lower their prices

Question 8

Significance of uber?

Answer 8

Founded by Travis Kalanick and Garrett Camp, first envisioned in 2008
Made possible because of digital revolution and idea of ride-sharing

Garrett: develop integrated credit card payment, GPS system to find customer and eventual location

Question 9

Problems that Uber faces?

Answer 9

Challenges? Setbacks? Is this a company likely to succeed?

Challenges: opposition from taxi drivers
setback: lobbying
yes, they are likely to succeed

Question 10

Cadillac? Features of the case?

Answer 10

Spent 12 billion dollars to rebrand Cadillac in 2020
Brought in Johan de Nysschen (became CEO in 2014)

Technological trends:
Hybridization- low-emission gases
e cars
non-luxury cars like Nissan leaf and Volt
Software for internet connections

Turnaround efforts: