Market Entry Strategies Case Study

Case Title:

Walt Disney Co. (A): The Emerging Markets Strategy

Abstract:
With little opportunities left in its domestic media and entertainment market, Walt Disney began looking outside for new growth avenues. After Robert Iger (Iger) became CEO in 2005, Disney's global focus increased. The plan is now to derive half of its profits from overseas markets. For this, Iger has been emphasising mostly on emerging markets particularly China and India. There are equal opportunities and challenges in emerging markets for the global players. Understanding and overcoming the challenges would help players to extract most from the opportunities. Even Disney, which initially stumbled, is now making the most from the opportunities that exist in the emerging markets like China, Russia and India by adopting various strategies.

Pedagogical Objectives:

• The case study helps to analyse and understand:
• Importance of emerging markets
• Opportunities and challenges for the players in emerging markets
• Disney's market entry strategies
• Lessons from Disney's success and failures.

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

Contents : 
Walt Disney Company
Disney’s Four Business Segments
Revenue Share of Disney's Segments
Walt Disney Company’s Foreign Forays: Taking the Stock
Walt Disney Company: The Emerging Markets Strategy
A.T.Kearney Global Services Location Index, 2007
Disney China – Business Segments