Disney's Singapore Market Entry: Direct to Consumer Video Report

This report analyzes Disney's strategic approach to entering the direct-to-consumer video market in Singapore. It begins with an overview of Disney's mission statement and the socio-economic landscape of Singapore, including its technological advancements and multicultural lifestyle. A SWOT analysis is conducted, highlighting Singapore's strengths (stable economy, high consumption) and opportunities (tourism, emerging markets). The report then outlines Disney's marketing strategies, focusing on user experience, target market segmentation (children, teenagers, and adults), and brand positioning using Kapferer's Brand Identity Prism. Marketing strategies include brand and content marketing, product propositions tailored for the Singaporean market, a pricing strategy employing penetration and value-based approaches, and a distribution strategy leveraging single-player and paywall solutions for revenue generation through advertising. The report concludes by emphasizing Disney's commitment to providing premium entertainment through its strong portfolio of brands to gain a competitive edge in the Singaporean market.

Running head: MARKETING MANAGEMENT
New Disney Direct to Consumer Video
Student’s Name:
Institution:

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GOAL SETTING AND SITUATION REVIEW
Mission Statement
The organization’s mission is laid on the foundation of the definite objective to be a
leader on production and provision of entertainment and information by employing a strong
portfolio of brands as a way of differentiating its services, content and products to the consumer.
The mission drives the company to venture into the Singaporean market.
Socio-economic
Singapore is a wealthy nation and ranked as the 38th nation biggest economy nation with
346,621 million US$ in GDP. In the nominal per capita GDP, the country is listed number ten
having a per capita GDP of 57,713 US$. Presently, the country is the most stable without foreign
debt. The areas driving the economy in Singapore are tourism, cargo seaport, financial services,
and export of electronic and machinery (edb, 2018).
Technology
In terms of technology, Singapore is technologically advanced globally and owing to this
it was ranked as the 1st digital infrastructure (edb, 2018). The country is prospective for business
development due to its friendliness and was ranked globally as second best by the World
Economic Forum’s Global Competitive Index. It is the headquarters of many neighboring
nations and home for over 30,000 international corporations (alliance experts, 2018).
Lifestyle
Singapore is a unique nation bestowed with a blend of different cultures from different
countries. The lifestyle is therefore multicultural where every ethnic community holds onto their
ways of life and lives harmoniously with the rest (guidemesingapore, 2018). The people of

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Singapore are consumers of foreign products, cautious, loyal in alternative exploitation and enjoy
using new products (santandertrade, 2018).
Analysis of Singaporean Market to Consumer Video Service
Singapore is a nation with opportunities to invest owing to the low cost of starting a
business, infrastructure, higher number of buyers and emerging markets. The strengths are the
stable economy, reasonable business regulations, infrastructure and high consumption.
SWOT Analysis
STRENGHTS WEAKNESES
 High consumption is high,
 Stable economy,
 Good infrastructure and
 Friendly regulations.
 The country is a small size as it is
Island,
 Close to BRIC countries,
 Global orientation the involvement by
the government
OPPORTUNITIES THREATS
 It is a tourism nation-more buyers from
the globe,
 Has emerging markets and expansion
overseas,
 Low cost of starting a business and
 Growth of e-commerce
 The proliferation of substitutes owing
to mature market,
 Poor supply chain,
 Multi-lingual nation-the national
languages used are English, Chinese
and Tamil and
 The rising sea level

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The SWOT analysis shows that there are good opportunities for setting business in
Singapore. Even though there are weaknesses and threats, the strengths established overrun these
and Disney should venture and penetrate into Singaporean market.
STRATEGY FORMULATION
Marketing Objective
1. Strategic Focus
Disney is going to adopt user experience. In focusing to venture into the Singapore
market, the organization takes the user experience. The user experience in each of the company’s
brand gets amplified, and this aspect can capture and retain customers. As a result of the impact
realized in other areas, the organization is going to embrace user experience in the Singaporean
market (Wheelen et al. 2017).
2. Target Market, Segmentation and Positioning
Even though the organization’s main target is children, there is still some room for adults.
In taking New Disney Direct to Consumer Video to Singapore, the organization has onboard all
categories of customers which comprise the children, teenagers and adults (reference, 2018). The
organization segmentation strategy targets the groups to demography based on age to get three
distinct groups-children, teenagers and adults. The target is children using animated cartoons,
merchandise and theme parks (Weinstein, & Winston, 2016) and will position itself by targeting
the kids and teenagers (Collins, & Mitchell, 2015).
3. Proposed Brand Image- Kapferer Identity Prism
As per Urde (2016), physique, as outlined and elucidated by Kapferer's Brand Identity
Prism, shows the physical features of the brand that evokes the mind of the customer. In
Singapore, the company is going to create a secure and enduring brand that mirrors the core

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values of the organization. The proposed brand will use the sleek company styling of the name
Disney and with the addition of Singapore as a distinctive way of targeting Singaporeans
(Jensen, 2016).
MARKETING STRATEGIES
1. Brand marketing and Content Marketing
In examining at Disney’s strategies on other brands, it is clear that both brand marketing
and content marketing takes place concurrently. The organization employs brand marketing by
creating a deeper involvement of a brand that leaves the customer satisfied. The incorporation of
amazing sceneries coupled with spectacular themes in which the absence of one still finds the
customer with amusement and fetches satisfaction (Geter, (2018). On the other hand, content
marketing gets employed by telling stories that resonate as well as inspires the audience. Memes
get used to illustrate different seasons and events (Burns, 2015).
2. Product Proposition
The proposition that is going to be adapted in the Singaporean market is to produce and
provide the best entertainment product to the targeted segment. It is going to be possible through
the use of a strong collection of products to distinguish its services, work and merchandises from
the competitors.
3. Price Plan
In order to go in the Singaporean market, Disney is going to employ both penetration and
value-based strategies. The prices will be set based on the value that clients feel it is worthwhile
taking into consideration penetrating the market. The value-based price must not be as low to be
applicable in meeting cost incurred. The two will be done in a concurrent manner (Nagle, &
Müller, 2017).

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4. Distribution Strategy
The company will put distribution channels in many different locations for fast
monetization. Single player and paywall solutions are among the best places. The reason is that
in the use of a unique service, one can share content in different locations. It is going to be an
opportunity to advertise as one can get partners willing to embed contents in their sites.
Additionally, it expands the audience coverage which becomes a plus in revenue generation
(yumyumvideos, 2017).
5. Revenue Generation
In the pursuit of getting revenues, the organization has to sell advertising on the new
service. It is because it is a goal for every company to optimize resources for maximum profits
(Zott, C., & Amit, 2015).

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References
allianceexperts, (2018). Business opportunities in Singapore as hub for Asia. Retrieved from:
https://www.allianceexperts.com/en/knowledge/countries/asia/do-business-in-asia-with-
singapore-as-your-hub/
Burns, W. (2015). Disney Proves That Profitable Marketing Is About Brand Stories. Retrieved
from: https://www.forbes.com/sites/willburns/2015/06/09/disney-proves-that-profitable-
marketing-is-about-brand-stories/#2c2a5697227b
Collins, P., & Mitchell, D. M. (2015). The purchasing power of tomorrow: An analysis of the
buying habits of children ages 6-15.
edb, (2018). Singapore flexes its standing as Asia’s technology capital . Retrieved from:
https://www.edb.gov.sg/en/news-and-events/insights/innovation/singapore-flexes-its-
standing-as-asias-technology-capital.html
Geter, T. (2018). Disney’s Marketing Strategy. Retrieved from:
https://www.osiaffiliate.com/blog/disney-marketing-strategy/
guidemesingapore, (2018). Quality of Life in Singapore. Retrieved from:
https://www.guidemesingapore.com/business-guides/immigration/get-to-know-
singapore/quality-of-life-in-singapore
Jensen, N. (2016). The importance of creating memorable brand experiences in shopping centres,
based on the case of Fisketorvet–Copenhagen Mall.
Nagle, T. T., & Müller, G. (2017). The strategy and tactics of pricing: A guide to growing more
profitably. Routledge.
reference, (2018). Who Is Disney's Target Market? Retrieved from:
https://www.reference.com/business-finance/disney-s-target-market-e3308c1235f74c70

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santandertrade, (2018). Singapore: Reaching the consumer. Retrieved from:
https://en.portal.santandertrade.com/analyse-markets/singapore/reaching-the-consumers
Urde, M. (2016). The brand core and its management over time. Journal of Product & Brand
Management, 25(1), 26-42.
Weinstein, A., & Winston, W. (2016). Defining your market: winning strategies for high-tech,
industrial, and service firms. Routledge.
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2017). Strategic management
and business policy (p. 55). Boston: pearson.
yumyumvideos, (2017). 7 Channels For A Killer Video Distribution Strategy. Retrieved from:
https://www.yumyumvideos.com/7-channels-video-distribution-strategy-wp/
Zott, C., & Amit, R. (2015). Business model. Wiley Encyclopedia of Management, 1-4.