Disney : bienvenue au royaume enchanté

Étude de cas Marketing & marques Marketing tourisme

Date de publication :

11/04/2003

Langue :

Anglais

Format :

.doc

Nombre de pages :

9 pages

Niveau :

expert

Consulté :

97 fois

Avis client :

Validé par :

le comité Oboulo.com

8,95 € Ajouter au panier

Sommaire :

Sommaire

The standardised aspects of Disney
1. The Disney Company
2. The definition of Disney's International Marketing
3. How does the company spread its image around the world
4. The application of its marketing strategy : a global standardisation
The necessary adaptations of the limit of the copy-paste strategy
1. Ex-ante : the University of Disney
2. Ex-post : learning from mistakes

Résumé :

disney Company is the world leader of family entertainment. As operating internationally, this firm is faced to the challenge of being confronted to all cultures, business, politic and legal environments that can be found around the world. At the marketing level, it involves choosing the correct balance between standardization and adaptation. Receiving the fruits of economies of scale or offering the most appropriate product everywhere. Consistent with that, we are going to look in a first part at the features of the standardised disney's marketing; in a second part we will determine its degree of adaptation