Walt Disney Company

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According to Armstrong and Kotler (2009), total world trade has been growing at 6% to 11% annually since 2003, whereas global gross domestic product has grown at only 2.5% to 5% annually. Global marketing has become necessary for an organization’s survival and The Walt Disney Company (Disney) has been a pioneer in global expansion. Disney was founded in 1923 and is one of the largest media and entertainment corporations in the world consisting of theme parks, film and record brands, and licensed character brands. Although Disney has captured much of the global market, many of the world’s locations have remained void of the Disney magic. The key to successfully entering these markets is marketing and this paper will attempt to identify the environmental factors that affect the marketing decisions of the Disney Company. Effects of Global Economic Interdependence and Trade Practices and Agreements Global economic interdependence, trade practices, and agreements have all had a part in Disney’s global success. Disney employs thousands of people globally and is a driving economic force. This has made global marketing successful because other nations see Disney as a way to improve their own national economies. By allowing Disney to conduct business, other countries boost economic growth by improving employment numbers and working conditions through Disney’s high standards. Not only does Disney create jobs and improve working conditions, they also bring brand dollars into those nations that allow the company to market themselves there. The effects of trade practices and agreements are positive because Disney holds to good business practices and this can reflect positively on those nations that include Disney in their national business plans. With the implementation of agreements such as the North American Free Trade Agreement (NAFTA) and the European Union (EU), global business is held to a higher standard and these agreements have allowed Disney to expand on a global...
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