Disney Globalization Case Study

Even McDonald’s was not exempt from Europe’s influence, changing the menus in its global locations to better fit its customers, offering “insalata caprese rather than french fries” (305) to please its Italian customers or salmon burgers in Norway. Europe’s influence even impacted Walt Disney, who the first Disney theme park off of a European park, Tivoli. After the Vietnam War, America was ruined in the eyes of many and Europeans “doubted whether the United States had any ideals at all” (313). Europe, having regained some stability, became a leading power again. When American consumers tired with the goods produced in the States, they turned to Europe and Japan for better products, like Italian leather and Japanese televisions.

By that time, “Disney” was already a household word and a multi-billion dollar entertainment empire. At the time of his death, Disneyland, located in Anaheim, California was only eleven years old, but was a huge success. In 1971, The Disney Company began designing what is now Walt Disney World in Central Florida. There are now 35 Disney-owned and operated theme parks around the world, including Europe and Asia.

Disney was among the first to use and contribute to the entertainment industry by the television medium. Every child's favorite and still is, The Mickey

The Disney World Resort has a massive size and is composed of four theme parks and two water parks. Due to Disney World’s massive size, the resort takes many more days to achieve the Disney experience and families must choose some attractions to not visit. While some people think that Disney World is impossible to navigate, it provides a complimentary transportation system to get from park to park and getting between theme parks and resorts. Disney World is also able to offer a wider variety and more attractions to experience than Disneyland. Also, Disney World has greater potential for expansion.

Cultures are spread through globalisation through knowledge, ideas, clothing, beliefs, values, languages, food and movies. When contact occurs between cultures, all ideas are spread and transferred which has become easier nowadays than in the past because fewer people were to able to travel and experience the rest of the world. Disney, Disney princesses especially, has had a big impact on the spread of cultures from Saudi Arabia 's Aladdin to Germany 's Snow White and the Seven Dwarves to China 's Mulan. Not only has Disney spread the culture of beliefs and values, most children from all around the world who has watched a Disney princess original would be able to identify the traditional dresses such as the Qipao from China in Mulan. Their movies have also given children a way to apprehend various styles of cultures.

Within just one month of being open Disneyland had hosted more than half a million visitors (Hongmei). From that point on Disney began to expand and create more sources of income and have become an economic powerhouse owning many major

• Patented Animated Characters Walt Disney makes sure that all the characters are patented thus mitigating the risk of competitors copying the characters. This gives and early mover advantage to the company. This also reduces the competition and makes the characters inimitable. • Acquisition of potential competitors In addition to innovation and R&D within the organisation, Disney also tends to continue as a market leader by killing the competition.

In the past four years they have been concentrating on geographic, demographic, and psychographic segmentation to locate their target market. How did they use geographic segmentation? By looking in to region of a country or the world, the market size which is, market density, or climate; that’s how they decided on the locations of Disney's theme parks such as Disneyland and Disney World which are strategically located in the world's most visited places such as, Europe, Japan, India, and of course the United States. On the other hand, they used demographic segmentation by aiming on age, gender, income, ethnic background, and family life cycle; by focusing on that it helped them determine where to place their chain stores called the Disney Store, where to distribute their movies, and even determines what kind of movie they should create next. Whereas for the psychographic segmentation, it is used based on personality, motives, lifestyles and geodemographic; through that this is will help Disney to determine who is going to buy more of their

EXECUTIVE SUMMARY This report presents an analysis of The Walt Disney Company. It is one of the global’s leading manufacturers and providers of entertainment. The company manages through its five business segments which includes parks and resorts, media networks, studio entertainment, consumer products and interactive. The Disney’s objective is to be one of the world 's leading manufactures and companies of entertainment and information, by using its portfolio of brands to differentiate its content, services and consumer products.

 Walt Disney World In April 2011, demonstrates the enchantment Disney makes for Guests at its park and resorts furthermore on its cruise ships interprets into a strong economic impact in Central Florida as well as over the state. • The $18.2 billion in yearly financial action created locally by Walt Disney Parks and Resorts represents 2.5 percent of Florida’s total domestic

Participation of very few firms in this market is the cause for Disney to be an oligopoly. Some of Disney’s major competitors include News Corporation (NWS), Time Warner (TWX), DreamWorks Animation SKG (DWA), and Viacom (VIA), who directly compete with Disney in myriad business lines. As there are only a few number of firms, competitive pricing does not exist and consumers have limited choices to choose from. Walt Disney Company is large enough to affect the market. Hence, the firm is a price maker and changes prices quite frequently to maximize profits.

Globalization is a process of interaction and integration among the people, companies, and governments of different nations, a process driven by international trade and investment and aided by information technology. This process has effects on the environment, on culture, on political systems, on economic development and prosperity, and on human physical well-being in societies around the world. The most common example of globalization might be Ebay or Amazon. Nowadays flows of goods and services are not only cheap and fast, but reliable and secure.

1 Overview of Company Since it was founded in 1923, Walt Disney Company has become a world-famous entertainment and media company, and its turnover brings it to the second place among global media companies (after Time Warner). It is constantly working to provide people with the most special entertainment experience, and has been adhering to the company 's good tradition of quality and innovation. After years of development, Walt Disney is already a successful transnational corporation and its operations involve in parks and resorts, consumer products, media networks, and studio entertainment these four industries. By the end of September 2017, its media network is the most profitable business which the revenue is 42.6% of the total while

The complexity of the product offering allows customers to have numerous price points and ability to decide how much of the Disney experience they want to enjoy. For examples, the offerings include transportation, resort accommodations, and meal plans. The larger product mix creates entry into the resort, hotel, and restaurant businesses. Although Disney was not first in the theme park market, its large size and connection to kid ’s movies was revolutionary.

Recent success through its acquired brands (Marvel, Lucasfilm) will only make stronger many of its segments for a long time, however, weakness in domestic movie attendance and the movement in consumer preference shifting towards streaming platforms may endanger Disney’s footholds in traditional media distribution. To sum up, it is believed that company’s strengths and growth opportunities far outweigh the threats it faces. So, while Disney is a financially assured, its position is going to be positive for a long