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International Marketing of Walt Disney

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Added on  2021-02-22

International Marketing of Walt Disney

   Added on 2021-02-22

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Student Number: 637940 Module Name: International Marketing Title: Coursework for International Marketing Word Count: 2555 COURSEWORK FOR INTERNATIONAL MARKETING MODULE TITLE: INTERNATIONAL MARKETING MODULE NUMBER : 661762 - A19 - T3A MODULE LEADER: Dr. SULTANUL CHOWDHURY STUENT NAME : LAM HIU YAN STUDENT NO : 637940
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Student Number: 637940 Module Name: International Marketing Title: Coursework for International Marketing Word Count: 2555 Table of Content 1.Executive Summary............................................................................................... 3 2.Rationales of Study................................................................................................ 3 3.Objective................................................................................................................ 4 3.1 Mode of Entry .................................................................................................. 4 3.2 Culture Theory ................................................................................................. 4 4.Strategy.................................................................................................................. 5 4.1 The strategy for the mode of entry ............................................................ 5 4.1.1 Collaboration......................................................................................... 5 4.1.2 Advantage of using the Collaboration................................................... 6 4.1.3 Partnership............................................................................................ 7 4.2 The strategy for the Culture Theory ........................................................... 7 4.2.1 HR employees and training policy........................................................ 7 4.2.2 Create the Disney’s Culture.................................................................. 8 5.Limitation............................................................................................................... 8 5.1 Short Term................................................................................................ 8 5.2 Long Term................................................................................................ 9 6.Conclusions............................................................................................................ 9 7.References............................................................................................................ 10
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Student Number: 637940 Module Name: International Marketing Title: Coursework for International Marketing Word Count: 2555 (Souce: Google) 1.Executive Summary Walt Disney is one of the famous entertainment companies which based on American over 90 years. In this paper, analyses on how Walt Disney to face the challenges of obstacles to the international trading world. Collaboration is one of the suitable methods for entry mode which involve the investment into the foreign country directly. It can share the risk, profits and the knowledge and technology for developing the new products. Also, working as partnership is the faster and easier way to complementary advantages to each other’s. Moreover, developed the Disney University is the key of the global entity to recruit different national employees and provide the on job training to them. And create the own Disney’s culture is the best idea to attract more global customers to keep the hit rate. Therefore, Walt Disney is one of the successful examples by using two difference international marketing theories to solve the issues when explored their business into the international market. 2.Rationales of Study Walt Disney is one of the famous brands which based on American. It was a premier entertainment company over 90 years. As an international company in the world, Walt Disney always faces many challenges such as social culture disparity, economic disparity, political and legal disparity. (Humanities, 2017; Walt Disney, 2020) Nowadays, Walt Disney got many competitors in difference type of business, such as Marvel Studio, Universal Studios, DreamWorks Animation & Illumination Entertainment etc. For fight with all the competitors and the difference challenges on the international trading world, Walt Disney should have a marketing strategic and action plan to prevent all the risk which will interrupt on their business. (Miller, 2013; Leibacher, 2018; Quitoriano, 2019)
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Student Number: 637940 Module Name: International Marketing Title: Coursework for International Marketing Word Count: 2555 In this paper, study on Walt Disney how to face the challenge of obstacles to the international trading world. 3.Objective 3.1 Mode of Entry Walt Disney started their business with the cartoon characters at the beginning. In the early 1950s, Walt Disney tried to design a large amusement park to increasing their reputation and profit for the business. Also, Walt Disney hoped that the theme park have the value to entertain the adults and child. But Walt Disney was hard to keep the hit rate for their characters as long time while they only focus on their business in American. Also, the number of visitors was not easy to maintain during the non-peak seasons. (History.com, 2009; Kim, 2015; Brown, 2019; Walt Disney, 2020) The entertaining products are the main income for the Walt Disney to satisfy with different tastes and preferences for the customers. Also, Walt Disney faced the risk for their products which can be attracted by other countries. Walt Disney is hard to control the quality of the products and for foresees the profit. (Brown, 2019; Panda, 2019) 3.2 Culture Theory Walt Disney is the famous local brand in America; they aim to entertain people and give the inspiration to people according to the storytelling and the creative minds in the world. As we known, the mother tongue of Walt Disney was English and their story mostly base on American culture to develop. However, it is only can get the empathy for the people who living in American. It is hard to get the attention and the empathy from foreign people such as Europe, Asia, and South Africa etc. Also, Walt Disney Theme Park are all over the world, they need to recruit different national people to acting the Disney characters and using the own Disney’s languages to act the cheaters as real as they can. Under the difference culture and language, it is difficult to maintain the Disney brand image to the people 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 transforming change, Walt Disney faced the diversity threatens on their products whatever
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