Catherine F. Andre Juste
Busch Gardens in France
Busch Gardens Background• Owned by SeaWorld
Entertainment.• 2 Locations:
o Williamsburg, VAo Tampa, FL
• Every park comes with a complementary waterpark.
Pros Cons• Novel park for
France• Create a new crowd• Attract the
adventurous• Popular tourist
destination
• Not well known since it’s mainly an (American park)
• No international experience
• Getting land permits• Trouble with the
Euro/EU
Economic Environment• The exchange rate: USD->EUR: .72 (price of $1
in EUR)• Unemployment: 10.4%• Ranked as #70 in economic freedom• Enforcement of making foreign bribery a crime
is at a moderate enforcement level.• Ranked 21/142 in the Global Competitiveness
Index.
Political Environment● Corruptions Perceptions Index (‘13): 22 out
of 177 countries● Gov’t Type: Republic● Practices civil law: review of administrative
acts & not legislative.● Has not submitted an Int’l Court of Justice
jurisdiction declaration, but accepts the Int’l Council on Clean Transportation jurisdiction.
Cultural Environment
● Religion:○ Roman Catholic, Jewish, Muslim, &
Catholic● Population of just the country of France &
not its overseas colonies: 62,814,233
Busch Gardens● Each park has their
own president.○ Williamsburg,VA
■ Carl Lum○ Tampa, FL
■ Jim Dean
Jim Dean Busch Gardens President of the Tampa Park
http://youtu.be/a50lNbNLsrc?t=22s
Tampa Presidential Interview
Target Market
Adolescents (12-18) Excitement of the rides.
Young Adults (19-25) College-aged people who are out for fun.
Adults with Children To give their children new experiences.
Adults without Children Fun-seekers, who love amusement parks.
Vacationers/Tourists Just as people travel to see Disney in a different country the same idea is what will be strived for.
Competition
Modes of Entry
● Foreign production via Full-Scale Integration, because the demand for a theme park like the one Busch Gardens is planning on creating.
Catherine Says. . .Build the park in the same vicinity of Disneyland Paris, because the popularity of it will spread to another America-based park, or partner with Marineland to continue the tradition of having a water park as the park companion.
• Marketing:o Emailso Promotions/deals by
partnering with other brands.
o Commercials
Next In Venue. . .
Australia Egypt