Disney :Welcome to the magical kingdom

Résumé du document

Disney Company is leading the world in family entertainment. Operating internationally, this firm faces the challenge of being confronted by all cultural, business, politic and legal environments that can be found around the world. At the marketing level, it involves itself in choosing the correct balance of standardization. The company proves to be excellent in making profits on a large scale and offering the most appropriate products everywhere. And so, we are going to look in the first part at the features of the standardised Disney marketing; and in the second part we will determine its degree of its standardization.

Extraits

[...] Parks do not offer low-season discounts on the entrance tickets or offering merchandise at sale prices within the park. However, Disney needed to make an exception with the park in Paris. Due to a lower-than-expected number of visitors during winter months, the company now offers low-season prices and "all-inclusive" packages that give cheaper entrance fee. Adaptations related to distribution channels The company is used to sell directly to consumers in the US market, so they did not use either travel agencies or tour operators to sell Disneyland Paris Passports. [...]

[...] Although adaptation is studied and operated via the University of Disney's researches, the Disneyland Paris crisis discloses nevertheless the lack of allowance for local particularities. And the rejection problem the company knows, seems to be due to the strong carried American icon. As a result, we can recommend the firm to work on the attenuation of its American roots if Disney does not want to face the same problem that knows Mac Donald (i.e.: being a symbol of "US-imperialism" and leading to very negative attitudes toward the brand). REFERENCES Amine, L.S. [...]

[...] As a consequence it uses the same communication strategy. As we showed the product is nothing whereas the brand is all. So the communication is axed on the image (or brand) rather than on the product. Its budget is substantial to express the personality and the values of Disney. Different means are used (TV ads, posters, promotional activities, sponsorships, partnerships To spread its image, Disney uses carefully those means. For instance a partnership will be chosen in function of its complementarily feature with Disney's culture. [...]

[...] Walt Disney Production. Marc Ambroise-Rendu (1987), "Disneyworld côté coulisses employés et une discipline de fer". Le Monde global company with American roots which sells an image” = + + The Disney's strategy can therefore be summarised to be a copy-paste method. [...]

[...] Adaptations related to consumer behaviours Hotels Several hotels remained empty at the beginning. Prices were too high and people preferred to stay in equivalent range hotels but cheaper in Paris. In order to solve this problem, the managers of Euro Disney have chosen to extend their hotel price range to lower prices. They have realigned the prices of all their hotels with their correct range, taking in to account the fact that many visitors only stay one to three nights. [...]