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Market Entry Strategies Case Study

Case Title:

Walt Disney Co. (B): Disney in India

Publication Year : 2007

Authors: Sushma, Muthu Kumar

Industry: Entertainment


Case Code: MES0064

Teaching Note: Available

Structured Assignment: Available

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Although Disney entered India much before any other player in 1993, it failed to capitalise on its First Mover Advantage. This was mainly because of its failed partnership with K. K. Modi Group. After its partnership ended, it reentered India in 2004 with television business. Within 3 years, the company was successful in establishing its presence in the country. It later on introduced its other divisions, excluding theme parks. However, with the presence of strong competition, it has not been able to derive what it expected. However, Disney plans to become the leading entertainment brand in India through localising its products. To what extent would it be successful? - is the question that can be answered only in the coming years.

Pedagogical Objectives:

  • To analyse the factors forcing globalisation and the need to globalise, especially for entertainment companies
  • To know the importance of emerging markets and the need for MNCs to rethink their marketing models for these markets
  • To discuss the initial problems Disney faced after re-entering India and the strategies it adopted to tackle this
  • To discuss the challenges for Disney in the coming years.

Keywords : Walt Disney; Mickey and Mini Mouse; Donald Duck and Goofy; Animation; Theme Parks and Resorts; Growth Strategies; Michael D. Eisner; Robert A. Iger; Emerging Markets; Globalisation and Localisation; Disneyland; Toon Disney vs POGO; Market Entry Strategies Case Study; Animax

Walt Disney in India – Initial Setbacks
Disney’s Strategies in India
Comparison of Disney Channels with Rival Channels

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