Essay How Disney Is The Success Of Disney Company

2143 Words Jun 9th, 2015 9 Pages
Buyer Behaviour

Assessment- 1

Course: MKT 220- Buyer Behaviour
Stream - B

Submitted by:
Ms. Zalak Patel - 14074930B

Submitted to:
Anika Vats
Lecturer
CIBT

Date: 13 May 2015

Part- A
Question : 1
Disney, One of the world’s most recognized brands, Launched its most recent theme park in Hong Kong in 2005. Disney is one of the most famous brands in every family; it has a lot of well know cartoons and characters. However, Disney is not just a brand with animations, it is a broadly diversified media and entertainment company, which includes media network, theme parks and resorts, studio entertainment, consumer products, and interactive media. Mickey Mouse was created by Disney. The success of Mickey Mouse is the first step of the success of Disney Company. After Mickey Mouse, there are a lot of highly successful animations, such as Snow White, Cinderella, Peter Pan, and Sleeping Beauty. Disney is a global brands, Disney Theme Park is not just in America, but also Europe and Asia. (Einhom, 2005)
In order to reach a balance between Disney tradition and French culture , Stephen Burke, the then vice president in charge of park operations and marketing at Euro Disney made a number of changes to retain Disney’s image while still adapting to the French culture. First, the name Euro Disney was changed to a more nationalistic Paris Disneyland, so that the French would be more receptive to it Burke’s Strategies to retain Disney’s image include: (Anonymous, 1998)
• Focusing on…

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