Case Study: Disney Global

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International marketing
International marketing is an important factor in helping organizations to become globally competitive. According to Cateora, Gilly, and Graham (2013), “international marketing is the performance of business activities designed to plan, price, promote, and direct flow of the companies goods and services to consumers of users in more than one nation for profit” (p. 10). International marketing strategies and its efficiency assists in the expansion of an organization. Moreover, the major goals of a marketing manager are to reduce risk and capitalize on returns in profit. Global expansion has developed a tactical imperative for nearly all large organizations and marketing managers have a great deal on their hands in developing, monitoring and changing these strategies. Cultural understanding is plainly essential for an organization expecting to be successful in operating in a host country. As stated by Dawes and Lee, “It is a part of the basic orientation of a country, and anyone who is confused about the environment is more than likely not going to be effective” (as cited in Tangen, 2011, p. 122).
EuroDisney’s and Hong Kong Disney’s poor performance
There were several aspects that contributed to the poor performance that EuroDisney experienced in its first year of operations. The market place was extremely different along with the culture differences from our nation to the host country. The European’s were unwilling to spend the money required to enter the park for its attractions. For a European family to enjoy the park the admissions for a family totaled $280 (“Case 2-1. The not-so-wonderful world of EuroDisney”, 2013). In addition to the park entrance price, the hotels were too expensive as well...

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Washington, D. (2001). American-based multinational companies: A continuous progression toward higher levels of multinationality in multinational manpower management. Retrieved from ProQuest Digital Dissertations. (AAT 3018295)

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