Sample International Marketing Assignment

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Student Number: 637940Module Name: International MarketingTitle: Coursework for International MarketingWord Count: 2555COURSEWORK FOR INTERNATIONAL MARKETINGMODULE TITLE: INTERNATIONAL MARKETINGMODULE NUMBER : 661762 - A19 - T3AMODULE LEADER: Dr. SULTANUL CHOWDHURYSTUENT NAME : LAM HIU YANSTUDENT NO : 637940
Student Number: 637940Module Name: International MarketingTitle: Coursework for International MarketingWord Count: 2555Table of Content1.Executive Summary............................................................................................... 32.Rationales of Study................................................................................................ 33.Objective................................................................................................................ 43.1 Mode of Entry .................................................................................................. 43.2 Culture Theory ................................................................................................. 44.Strategy.................................................................................................................. 54.1The strategy for the mode of entry ............................................................ 54.1.1 Collaboration......................................................................................... 54.1.2 Advantage of using the Collaboration................................................... 64.1.3 Partnership............................................................................................ 74.2The strategy for the Culture Theory ........................................................... 74.2.1 HR employees and training policy........................................................ 74.2.2 Create the Disney’s Culture.................................................................. 85.Limitation............................................................................................................... 85.1 Short Term................................................................................................ 85.2 Long Term................................................................................................ 96.Conclusions............................................................................................................ 97.References............................................................................................................ 10
Student Number: 637940Module Name: International MarketingTitle: Coursework for International MarketingWord Count: 2555(Souce: Google)1.Executive SummaryWalt Disney is one of the famous entertainment companies which based onAmerican over 90 years. In this paper, analyses on how Walt Disney to face thechallenges of obstacles to the international trading world. Collaboration is one ofthe suitable methods for entry mode which involve the investment into theforeign country directly. It can share the risk, profits and the knowledge andtechnology for developing the new products. Also, working as partnership is thefaster and easier way to complementary advantages to each other’s. Moreover,developed the Disney University is the key of the global entity to recruitdifferent national employees and provide the on job training to them. And createthe own Disney’s culture is the best idea to attract more global customers to keepthe hit rate.Therefore, Walt Disney is one of the successful examples by using twodifference international marketing theories to solve the issues when exploredtheir business into the international market.2.Rationales of StudyWalt Disney is one of the famous brands which based on American. It was a premierentertainment company over 90 years. As an international company in the world, WaltDisney always faces many challenges such as social culture disparity, economicdisparity, political and legal disparity. (Humanities, 2017; Walt Disney, 2020)Nowadays, Walt Disney got many competitors in difference type of business, such asMarvel Studio, Universal Studios, DreamWorks Animation & IlluminationEntertainment etc. For fight with all the competitors and the difference challenges onthe international trading world, Walt Disney should have a marketing strategic andaction plan to prevent all the risk which will interrupt on their business. (Miller, 2013;Leibacher, 2018; Quitoriano, 2019)
Student Number: 637940Module Name: International MarketingTitle: Coursework for International MarketingWord Count: 2555In this paper, study on Walt Disney how to face the challenge of obstacles to theinternational trading world.3.Objective3.1 Mode of EntryWalt Disney started their business with the cartoon characters at the beginning. In theearly 1950s, Walt Disney tried to design a large amusement park to increasing theirreputation and profit for the business. Also, Walt Disney hoped that the theme parkhave the value to entertain the adults and child. But Walt Disney was hard to keep thehit rate for their characters as long time while they only focus on their business inAmerican. Also, the number of visitors was not easy to maintain during the non-peakseasons. (History.com, 2009; Kim, 2015; Brown, 2019; Walt Disney, 2020)The entertaining products are the main income for the Walt Disney to satisfy withdifferent tastes and preferences for the customers. Also, Walt Disney faced the risk fortheir products which can be attracted by other countries. Walt Disney is hard tocontrol the quality of the products and for foresees the profit. (Brown, 2019; Panda,2019)3.2 Culture TheoryWalt Disney is the famous local brand in America; they aim to entertain peopleand give the inspiration to people according to the storytelling and the creativeminds in the world. As we known, the mother tongue of Walt Disney was Englishand their story mostly base on American culture to develop. However, it is onlycan get the empathy for the people who living in American. It is hard to get theattention and the empathy from foreign people such as Europe, Asia, and SouthAfrica etc. Also, Walt Disney Theme Park are all over the world, they need torecruit different national people to acting the Disney characters and using the ownDisney’s languages to act the cheaters as real as they can. Under the differenceculture and language, it is difficult to maintain the Disney brand image to thepeople when facing the disparity in culture.(Humanities, 2017;Walt Disney,2020)In the 20 Century, people increasing to use multi-media to enjoy the film,television program and technology products. Base on the culture transformingchange, Walt Disney faced the diversity threatens on their products whatever
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