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