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Case Title:

China - Disney's New Destination

Publication Year : 2006

Authors: Abhijit Sinha, Kumar Satyaki Ray

Industry: Leisure and Tourism

Region:China

Case Code: MES0052K

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
In 2000, the Walt Disney Corporation opened its Disneyland in Hong Kong, which, within a few years, became the most popular tourist destination. Earlier, the company had opened a Disneyland in Paris (France), but it was not successful. The analysts attributed this failure to the cultural mis-match. Thus, while setting up the Hong Kong Disneyland, the company gave proper emphasis on localisation strategy. The case gives a proper description about the entry strategy adopted by Disney and offers a scope for discussing its success and failure. The case will also help the students to discuss about the success and failure of the growth strategy adopted by the company and how it has planned to leverage its localisation strategy.

Pedagogical Objectives:

  • To discuss the market entry strategy in entertainment industry
  • To discuss the concept of localisation strategy
  • To discuss the key success factors into the success and failure in entering into a new market
  • To discuss the success and failure of growth strategy
  • To discuss how companies plan to leverage its localisation strategy and can integrate it with entry strategy and growth strategy.

Keywords : Walt Disney Corporation; Disneyland; Global entertainment industry; McDonald; Mickey Mouse; Pluto; Market Entry Strategies Case Study; Donald Duck; Goofy; Pixar; Penetration pricing

Contents : 
The Walt Disney Company
Disney In France: A Cultural Failure
Amusement Park Market In China
Disney Presence In China

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