Walt Disney Company

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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…
From the Imagineers to merchandise warehousing, the infrastructure is built on Walt Disney’s dream. This means that even though the main business objective is profit, Disney’s mission statement states, “Our mission is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.” This mission is important to all aspects of the Disney empire and it brings creativity and integrity to the business.
Analyze the influence of cultural differences
According to Kathleen Snavely of Reference for Business (2010), culture is a very important aspect of international marketing because the elements that compose it affect the way consumers think. The language a population speaks, the average level of education, the prevailing religion, and other social conditions affect the priorities the inhabitants have and the way they react to different events (2010). Disney already has a multicultural theme within its core business and this transcends into the company’s global marketing structures. Disney recognizes cultural differences and has incorporated them into its products and films for many years. This makes marketing strategy simple because the multicultural nature of the company is recognized by and appeals to consumers of all nations and

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