Global Expansion Strategies of Disney Case Study

International marketing strategies assist organizations in becoming globally competitive. Scholars studying international marketing in educational institutions of Singapore are asked to write case studies.

For this, they need to research some globalized companies as a part of the case study. Moreover, these are a major component of assessment and contribute reasonable marks. To assist you in your case study solutions, we will discuss the global expansion strategy of Disney.

Introduction

Do you know which the largest entertainment Enterprise is global? Yes, the answer is the Walt Disney Company. This company is involved in amusement parks, music, television, video games, films, and Cruise ships. The reasons behind Disney success are

• Accepting challenges and opportunities
• Adaptive operational strategies
• Global reach
• Effective management structure

Therefore Walt Disney Company is worth studying from an international point of view.

Global expansion strategies of the Walt Disney

Branding

Disney has developed a positive equity brand offering high customer service. The process by which Disney theme parks are dominating in major sectors of society is known as Disneyization.

Disney theme parks provide great entertainment. The four aspects of Disneyization involve merchandising, theming, emotional labour, and differentiation of consumption. It has its brand of management termed as goofy management.

Perhaps, the company makes larger profits through its sale of merchandise. The themed merchandise of famous Disney characters includes clothes, jewellery, books, and toys. Disney has established the Disney vault to release films with new technologies.

Globalization

TOKYO- The global expansion of the Disney Company was started in Tokyo. The company set up Euro Disney and the main language was French.

FRANCE- France based Walt Disney Park attracted tourists from all over Europe. The French people became one of the largest consumers of Disney’s products. Disneyland Paris is the leading tourist destination. It generates 57000 jobs in France.

HONG KONG- a smaller Disneyland was set up in Hong Kong. The Chinese Travelers had a global experience here without going abroad.

The global division of labour- in US Disney set its reputation as a liberal company that involves all employees. In places like China and Indonesia, women are also serving at their theme parks.

Leadership

The Disney Company has set a world-class example of its leadership position. It has maintained its positive equity through a large network of employees and fair employment practices. The company is following a differentiation strategy. Differentiation consists of external, social, and task leadership.

Strategic reorganization

The strategic reorganization of the Walt Disney Company includes a new structure, direct to consumer services. International media operations, new technologies, and capitalization of the worldwide business are some strategic decisions.

Cultural factors

The Disney Company has always adopted the local culture. Disneyland theme park based in Shanghai has been a great attraction to the business by its biggest franchises such as Pirates of the Caribbean and Star Wars. Disney Park in Japan did a major redesign to show their cultural element. Cultural factors can affect the appearance and the content of the theme park entirely.

Global strategies

Disney followed an effective strategic plan. It has utilized foreign outsourcing. All its customized products and merchandise have specific patents and trademarks.

Vision

The vision of the Disney Company is to become the worlds leading entertainment provider and information producer. The Walt Disney Company is operating in more than 30 countries and employs about 6000 people. The Disney brand has become the number one tourist destination.

It provides quality entertainment to its consumers including long-running shows such as Aladdin and the Lion King. The Walt Disney Corporation has set up its presence globally and become the top-most diversified company.

Conclusion

The Disney Company focuses on delivering an entertainment experience to its consumers and fans globally. Further, it executes the Global strategy of international growth, innovation, and creativity. Disney is the most reputable company in America. It earned it through innovative storytelling, a world-class theme park; optimize business performance, and citizenship efforts.

Disney faced many challenges while dealing with international trade such as legal, cultural, political, and economic differences. Even after many hurdles, it has overcome all the barriers.  Finally, it became the most successful globalized company.

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