Disneyland International Marketing Mix: International Marketing Mix of Disneyland Hong Kong

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GRIN Verlag, Oct 27, 2010 - Business & Economics - 14 pages
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Seminar paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Anglia Ruskin University, language: English, abstract: In 2005 Mickey, Minnie and all the other famous Disney characters moved to a “brand-new” home, when the company opened its third theme park outside the US - Hong Kong Disneyland. International growth is a key objective for Disney. Various factors have an impact on a company’s ability to outclass competitors. One important element is the international marketing mix. In Hong Kong, Disney applied a marketing mix, which is different to their past approaches.Instead of doing business the American way, Disney was more culturally sensitive, for good reasons.

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