According to Armstrong and Kotler (2009), total world trade has been growing at 6% to 11% annually since 2003, whereas global gross domestic product has grown at only 2.5% to 5% annually. Global marketing has become necessary for an organization’s survival and The Walt Disney Company (Disney) has been a pioneer in global expansion. Disney was founded in 1923 and is one of the largest media and entertainment corporations in the world consisting of theme parks, film and record brands, and licensed character brands. Although Disney has captured much of the global market, many of the world’s locations have remained void of the Disney magic. The key to successfully entering these markets is marketing and this paper will attempt to identify the
…show more content…
Disney’s status as a world business leader means the company does not necessarily have to push its products as there is a global demand for the brand. Whether it is a plan to open a new theme park or simply export licensed merchandise into a new geographic location, Disney only needs to make small adjustments such as language and culture to create a new marketing campaign. The Foreign Corrupt Practices Act of 1977 addresses accounting transparency requirements under the Securities Exchange Act of 1934 and the bribery of foreign officials. Disney is a publicly traded company and all financial information is readily available to anyone who cares to look at it. Part of Disney’s success is its wholesome image and although there have been isolated scandalous occurrences of, the Disney company remains fairly unscathed because of its policy to abide by all local and international legislation.
Demographics and Physical Infrastructure The Disney brand appeals to all demographics and crosses all cultural and personal demographic lines and would be considered to be universally recognizable. Marketing strategies are aimed at specific target markets, children and families, but these target groups span generations and borders. The Disney brand conjures a feeling of innocence and happiness and that can be marketed across all demographic groups. This expansive demographic is important to the Disney brand because it allows the company to create various