Market Entry Strategies Case Study

Case Title:

Walt Disney Company in China

Abstract:
The Chinese film industry was a highly regulated industry until China's entry into the World Trade Organisation in 2001. China, with a population of 1.3 billion and a rapidly growing economy, has become an attractive market for all global media and entertainment companies. Walt Disney Company, the second largest media and entertainment company in the world, forayed into China following the maturity of its American and European markets. In addition to marketing its consumer products, Walt Disney plans to introduce theme parks, and live shows, as well as producing and distributing movies.

Pedagogical Objectives:

• To highlight Walt Disney's market entry strategies in China
• To discuss the company's ability to succeed in a country where its brand has little presence and where bureaucracy and red-tapism are rampant.

Keywords : Time Warner; Warner China film; Sony Pictures Entertainment; Columbia TriStar Motion Picture Group; News Corps Inc.; Viacom Inc; Entertainment business in China; Hong Kong Disneyland; Market Entry Strategies Case Study; Shanghai Disneyland; Growth strategies; Expansion strategies; Market entry strategies; MTV (Music Television); ESPN (Entertainment and Sports Programming Network); Film industry in China

Contents : 
Chinese Film Industry: The Influence of ‘Foreigners’
Walt Disney’s China Strategy
History of China’s film industry
History of Walt Disney