Module 1 Case

Topics: Winter Olympic Games, Olympic Games, 2010 Winter Olympics Pages: 4 (1213 words) Published: March 2, 2014
Module 1 – Case Assignment
Kevin James
Trident University
BUS401 – International Business
Dr. Abou-Robieh
June 11, 2012

Abstract
Stone pondered the questions he still needed to answer. Had the 2006 Olympic Winter Games been a success? What worked well, and what did not? What changes, if any, should he recommend to the IOC as the organization moved forward? Clearly state the problem presented in the 2006 Winter Olympics 2006 case and materials. Discuss the key international market entry issues in the case and draw conclusions (use the 4 P's). List supporting references and cite sources.

Module 1 – Case Assignment
A single flame was carried 7,021 miles, in over 10,000 pairs of hands, passing through 140 cities and 107 provinces over a span of 64 days. What made this single flame so important? This flame lit the cauldron, which declared the opening of the Torino 2006 Winter Olympic Games. 2006 Olympic Winter Games

On 10 February 2006, President of the Italian Republic Carlo Azeglio Ciampi opened the 2006 Winter Olympics in Torino, Italy. The games commenced over the course of 17 days with 2508 participants from 80 different countries. There were seven Olympic sports with 15 disciplines resulting in 84 medals (Olympic, 2013). Those 17 days would rival entire sporting seasons. With a population of more than 900,000, Turin became the largest city ever to host the Olympic Winter Games (Olympic, 2013). The pride President Ciampi had for his country had to have been infinite since his nation had not hosted an Olympics since September 11, 1960 (Olympic, 2013). To host the Olympics is a feat of its own however; President Ciampi would soon learn these games would set new milestones for Olympic history. Symbol

In 1914, Baron Pierre de Coubertin, founder of the modern Olympics, announced that he had designed a symbol for the 20th anniversary of the games (Kennedy, 2012). “This, truly, is an international emblem, he wrote of the five rings linked together...

References: Brandish, C. (2006, October). Marketing the Olympic Rings: Examining the Marketing
Impacts and Expectations of the 2006 and 2010 Olympic Winter Games
Kennedy, P. (2012, July 11). Who made the Olympic Rings? NY Times. Retrieved
from http://www.nytimes.com/2012/07/15/magazine/who-made-the- olympic-
Olympic. (2013). Official website of the Olympic Movement. Retrieved from
http://www.olympic.org/
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