DISNEY LEARNS TO ACT

GLOBAL ON THE
GLOBAL STAGE
SUHAINI BINTI ABD RAHMAN ZP01396

AT A GLANCE
INDUSTRY : BROADCASTING &
CABLE
FOUNDED: 1923
COUNTRY : UNITED STATES
WEBSITE :
CORPORATE.DISNEY.GO.COM
EMPLOYEES : 166,000
SALES
: $42.84 B
http://www.forbes.com/companies/walt-disney/
HEADQUARTERS : BURBANK,

FORBES LISTS
#17 WORLDS MOST VALUABLE
BRAND- $23.1 BILLION
#108 GLOBAL 2000
#213 IN SALES -$42.8 BILLION
#99 IN PROFIT - $5.6 BILLION
#304 IN ASSETS - $80.6 BILLION
#57 IN MARKET VALUE : $104 BILLION
http://www.forbes.com/companies/walt-disney/

POPULAR
DISNEY
CHARACTE
RS

Credit : Google picture

DISNEYLAN
D AROUND
THE GLOBE

Credit : Google picture

op 5 Most Profitable Walt Disney Movies

1. The Avengers (2012) Worldwide
gross: $1.51 billion
2. Pirates of the Caribbean: Dead Mans
Chest (2006) Worldwide gross: $1.07
billion
3. Pirates of the Caribbean: On Stranger
Tides (2011) Worldwide gross: $1.04
billion
4. Alice in Wonderland (2010)
Worldwide gross: $1.02 billion
5. Pirates of the Caribbean: At Worlds
End (2007) Worldwide gross: $960
million
http://www.therichest.com/business/top-10most-profitable-walt-disney-movies/
Credit : Google picture

DISNEY COMPANY - REVENUE GEOGRAPHICAL BREAKDOWN

30000

25000

20000

15000

10000

5000

United States and Canada

Europe

Asia Pacific

Latin America and Other

Moving into emerging market

Approach : Departing from one size fits all whereby previously all products was created in Burbank California

Rationale
FIRST YEAR HK DISNEYLAND FALL SHORT OF 5.6
MILLION TARGET.
SLOW TO RECOGNISE THE TREND OF CHINESE
VACATIONERS
DISNEY HAS LEARNED THAT THEY CANT IMPOSE THE
AMERICAN WILL- OR DISNEYS VERSION OF IT-ON
ANOTHER CONTINENT. THEYVE BENT BACKWARD TO
MAKE HONG KONG DISNEYLAND BLEND IN WITH THE
SURROUNDINGS DENNIS MCALPINE, MEDIA AND
ENTERTAINMENT ANALYST

CHINA
CAPITALISING ON

ASTROLOGICAL.
2008, THE YEAR OF RAT.
PROCLAIM AS YEAR OF
MOUSE
TO CREATE AWARENESS,
EMPHASIZE ON
AFFORDABLE CONSUMER
PRODUCTS. Eg.
PLUSH TOYS AND DISNEYTHEMED CLOTHING TO
GENERATE
INTEREST AND
Credit : Google picture

INDIA
ABANDON GOING ALONE POLICY - PARTNER
WITH LOCAL COMPANIES
IN 2008 LAUNCHED ROADSIDE ROMEO
FIRST ANIMATED SPECIAL FOR INDIAN MARKET
BOX OFFICE GOLD
TO APPEAL TO FAMILY ORIENTED MIDDLECLASS CONSUMERS
THEMES BELIEVE IN YOURSELF, EXPRESS
YOURSELF AND CELEBRATE YOUR FAMILY
LAUNCH DISNEY CHANNEL AND TOON DISNEY
AND ACQUIRE HUGAMA TV
OWN VERSION OF ITS HIT MOVIE HIGH
SCHOOL MUSICAL

ROADSIDE ROMEO

Issues Statement
The Walt Disney Co only rely on its established Disney
brands
i.e., Mickey Mouse, Donald Duck, other iconic characters.
Assume locals grow and familiar with their brands, stories, iconic

US centric
i.e., Supply products made in and all about US
One size fits all approach

Lack of local sensitivity

Local has their own culture, way of belief, etc. i.e., China Dinner
package, tour package. India Family oriented.

Why is it necessary for Disney to build brand awareness in

China and other emerging markets?

brand is very important, whilst disney is popular all over the

world, it is not the case in china. this was due to the local
environemnt which was closed to outside world and limited
overseas production on tv.
given the high population density in china and other market
it is critical that the brand awareness is developed there.
this is critical for the companys long term plan to enter the
market as people will only consume whenever the products
is well known to them.

Why is it necessary for Disney to build brand awareness in

China and other emerging markets?

furthermore, china and other emerging economy is offering a very

huge market potential due to rapid economic growth of the country
as a result of liberalisation which has produced many middle to
higher income earner who can afford to purchase things in future.
world population
7.188
china
1.388 billion
india
1.26
south korea
russia
142.72
brazil
200.89
income phttp://www.geohive.com/charts/ec_gni2.aspx
HTTP://WWW.WORLDOMETERS.INFO/WORLD-POPULATION/

Do you agree with Disneys decision to pursue a localization

approach in emerging markets?

it is a very wise decision as disney needs to deal with the followings in

order to penetrate the markets:they need to build-in the traditions of the countries
they need to understand what is the core value of the society and to
capitalise on that eg india strong family value
this is relevant because those culture is very diverse from american
culture which is potrayed in disneys production
with each country and region having their own unique values and beliefs
perhaps one of the most important reasons a localization approach is
needed is because of the way people unconsciously react to things. many
cultures react to colors, symbols, and even gestures entirely different

Why is High School Musical so

successful in global markets
Free song download before the launching
All lyrics are available at disney channel
Targeted the young generation (8-14)
The movie come out exactly the right time just after
Christmas
The movie come out right after the big sales of Ipods
and Itunes.
The movie were translated to 30 languages
Some country the soundtrack also were dubbed

THANK YOU