MEMORANDUM

Date: October 2, of 2019

From: Mariana Arias, Ingrid Gomez and Nicolás Luque

Subject: Walt Disney Case.

1. Is WD´s expansion into the film and series industry, part of a cultural marketing

strategy? State your answer with arguments and examples.

Disney has been part of the life of people and mainly our childhood worldwide in a huge way with

its films, cartoons and much more.

They implement in a very successful and interesting way a marketing strategy to expand Walt Disney

Studios in the cinema industry. To can internationalize a company you have to make a huge

investment of the country and the culture of this, which are their customs, religion, habits, preferences

among others, all these to can act in the best way and be prepare to enter to that country in a

successful way.

It's important that in this industry of the cinema and series the companies take into account and have

clear which movies and series they are going to enter seeing if it is appropriate for that specific

country and its culture.

Disney managed to standardize their strategy around the world through the "Nostalgia" a different

method strategy, the one that all people can see and live with Disney, because no matter how many

time pass people will always remember the movies just because of the emotional print that it left on

them. Some examples of this are the Lion King, The Jungle Book, Cinderella among others.
Disney implemented a marketing strategy with these movies that consist to remake them in a

real version with all their characters and songs making that all the spectators have a huge

impact, feel "nostalgia" and wait anxiously the moment of the release.

Further Disney with the time has focused to enter in more and different segments with

different content such as young people, adults through TV series, movies that are not just for

kids so it´s available for all kind of customers. For all the above this are some of the decisions

that Walt Disney Studios could maintain it’s position in the film studio looking to be bigger

and bigger. (Revista Merca2.0, 2019)

2. Does WD Studios have a culture of their own, or have they just reaped the

benefits of acquiring top labels that have been already recognized

independently? Argument your position

WORDCLOUD

REFERENCES:

1. Revista Merca2.0. (2019). La estrategia de marketing de La Sirenita. [online]

Available at: https://www.merca20.com/la-estrategia-de-marketing-de-la-sirenita/
[Accessed 16 Sep. 2019].