International Marketing Plan - Madame Tussauds: Back to its French Roots

Seminar paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Anglia Ruskin University, language: English, abstract: The Merlin Entertainments Group is the second biggest visitor attractions operator world wide, since their partnership with the Tussauds Group in 2007. Their vision is to become world leader in branded entertainment. This report presents a devised marketing plan for a further roll-out of Madame Tussauds in Paris by 2010, bringing Madame Tussauds back to her country of origin- France, the world's number one tourist destination in terms of visitor numbers. Theory from the field of International Marketing Planning is applied to a particular case, serving as a good example of marketing in practice.