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

Credit : Google picture

DISNEYLAND AROUND THE GLOBE

Credit : Google picture

Top 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
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DISNEY COMPANY - REVENUE GEOGRAPHICAL BREAKDOWN

30,000

25,000

20,000

15,000

10,000

5,000

0 United States and Canada Europe Series1 Series2 Asia Pacific Series3 Latin America and Other

Moving into emerging market

Approach : Departing from one size fits all whereby previously all products was created in Burbank California 8

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
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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 AWARENESS
Credit : Google picture
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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 MIDDLE-CLASS 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

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ROADSIDE ROMEO

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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.
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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.

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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/
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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
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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
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