INTERNATIONAL

MARKETING PLAN
WALT DISNEY COMPANY
- DISNEY PLUS -
 1. VU THI KIM NGAN - 11196281

2. LE QUYNH PHUONG - 11194210

MEMBERS 3. TRAN THI KIEU OANH - 11194131

4. NGUYEN QUYNH TRANG - 11195328

5. NGUYEN MINH QUANG - 11194385

6. NGUYEN THAO NGUYEN - 11193894

7. HOANG HUU DAT - 11190987

8. DO TRUNG HIEU - 11191927

 FOREIGN MARKET SELECTION
1. Market Analysis
2. Situation Analysis
a. SWOT analysis
b. Competitors Analysis
c. Customer Detailed Profile

OUTLINE MARKET ENTRY PLAN

1. Segmentation - Targeting -
Positioning
2. Mode of entry
3. Local partner
4. Marketing Mix (7P)
CONTROL AND EVALUATION
I. INTRODUCTION
 Company
Background
Disney Plus (or Disney+) is a subscription video on-demand
for over-the-pinnacle streaming carriers owned and
operated with the aid of the Media and Entertainment
Distribution department of The Walt Disney Company

Situation

The Disney company intends to explore commercial

possibilities in South Korea utilizing the most
appropriate marketing approach to promote long–term
business growth on a global scale
II. FOREIGN
MARKET
SELECTION
 1. Market Analysis
SOUTH KOREA
A. CULTURE B. ECONOMY C. INFRASTRUCTURE D. MEDIA AND
Firstly, South Korea is a fully South Korea has made The infrastructure are capable
TECHNOLOGY
functioning democracy significant economic progress of creating a strong local South Korea is also known as

over the past fifty years. specificity one of the world’s leading
Secondly, its legal system is

technologically and digitally
modelled on European systems & This country has established The infrastructure has started developed countries
has Anglo-American and Japanese various trade alliances with to focus more on regional
influences many countries such as ASEAN, development

China, European Union, US,

Finally, South Korea is highly
developed and one of the most
modernization & modification,
affluent countries in Asia.
& many more Also implemented the
modernization of picturesque
sites, tourist sites and history
STRENGTH
Strong brand reputation
Developing international presence
Strong credit rating
Continuous Video Playback
SWOT ANALYSIS
OPPORTUNITIES
Acquisitions
Highly profitable businesses
Expanding international presence
Streaming and broadcasting on
digital platforms
WEAKNESS
The platform features only family-
friendly content, making it looks like an
extension to Disney Channel, this is a
significant weakness for the brand
THREATS
One major threat to the Disney Plus
platform is the competitors
 B. Competitors Analysis

BARGAINING BARGAINING POWER THREAT OF THREAT OF THREAT OF NEW

POWER OF BUYERS OF SUPPLIERS COMPETITION SUBSTITUTES ENTRANTS
Viewers are not tied The strong force of Many firms in the Disney faces threat from Low switching cost
into contracts, thereby competition facing market (Strong force) substitute services which (Strong force)
putting even more Disney is based on the High aggressiveness are offering similar High capital cost
power into the hands of foll of firms (Strong products through rental (Weak force)
the consumer force) DVDs & online streaming High cost of brand
Moderate development (Weak
differentiation force)
(Moderate force)
Customer detail profile
 a. S-T-P
SEGMENTATION

Market
Entry
Plan
 a. S-T-P
TARGETING

Market For the purpose of penetrating the South

Korean market, Disney Plus focuses on a

Entry
content-wise approach and defines their
strategy to be aiming at Target Needs and not
Target Audience.
Plan
 a. S-T-P
POSITIONING

Market Disney Plus positions itself as a

replacement for current streaming
services that are purchased by a family.
Entry
Plan
 Direct Export Mode is the ideal entry
mode that Walt Disney should consider

Mode of
Firstly, the Walt Disney firm is already
familiar with international trade
according to their history of expansion.

Entry The Disney Plus platform is simply

suitable for this type of entry mode
since it will provide the Walt Disney
Company with lots of control over how
their service is positioned and sold.
 ABOUT COMMUNICATION &
SERVICES
Partnered with CJ Entertainment &
Media, localizing its services to viewers in
Korea in an effort to expand access to the

Local streaming service.

partner ABOUT THE CONTENT

Acquiring program rights from other stations (CJ E&M, JTBC, tvN).

Invest in CJ's own Studio Bazooka or buy rights from popular Korean
animation studios such as 38℃ Animation Studio,...

Acquired webtoon copyright for live-action popular in South Korea.

Marketing PRODUCT
- Disney Plus is focused entirely on Disney family-friendly

Mix 7Ps original content

- Disney + can access many customer i by launching TV
series. New Korea, documentaries about famous groups
or hot game shows like Running man.
- Disney + needs to focus on producing unique movies for
the Asian market, specifically here in Korea.
- We also suggest broadcasting live sports events, which
could have a big potential since people are more desired
to watch their favourite team.
- The target for disney+ is still there with kids and young
adults but having more content that can reach out to the
parents is the main recommendation.
PRICE
We would suggest adding
more payment methods
such as bank transfers or
coupons available in
stores, because customers
might be skeptical that their
payment information can
be misused.
PLACE
For Disney Plus, a multi-channel
approach is applied. To expand
distribution, the firm has developed
a solid partnership with many
service providers.

They are on the way to spearhead

global app distribution deals for
The Walt Disney Company’s direct-
to-consumer streaming services
with Disney+, ESPN+, and Movies
Anywhere.
PROMOTION
We would like to propose to run an affiliate programme, where Disney Plus customers will
be rewarded with points for each new acquired customer he invites to join this platform. The
acquired customer will also get the same amount of points as the person who invited him in.

A note for Disney+ is to always remember that while running promotions, special events
must take into account special occasions that are popular in Korea (e.g. Christmas, Eve).
New Year). It will show respect for the culture, which will create a positive brand image,
which is essential for foreign companies when entering international markets.
PEOPLE
Disney + needs to focus on recruiting talent with backgrounds, cultures and
lifestyles that are suitable for Korea. In addition, prioritize recruiting leaders
and employees who have worked at rival companies to take advantage of
their experiences.

In terms of employee-customer interactions, it will take place on social media

and through Disney+ customer service. The brand will set up an online help
center to answers to the frequently asked questions.

Disney+ also needs to provide periodic in-depth training sessions for internal
employees on technology and software to enhance customer experience and
also keep up with new trends.
PROCESS

First, new users can register to watch movies on

Disney easily and quickly. If the member enjoys the
service and wants to continue, they don't need to
do anything as their membership will automatically
renew.

Second, Disney + will satisfy all payment methods

of customers and will add some new methods that
are favored by many customer groups.

Finally, Disney+ focuses on the design of the website and the app: making the layout of the title
more clearer (video, TV shows, or most viewed movies) & also improved search tool to make it
easier for followers to find content. In addition, Disney+ will optimize the buffering speed of
website & app compared to competitors to reduce customer wait times.
PHYSICAL EVIDENCE
The brand's movie website and app needed to be consistent, constantly
updated, and have a user-friendly design that's easy for people of all ages to
use.

It is necessary to focus on user experience such as convenience and speed of

the website (or app) to increasingly satisfy of the target customer group.

Disney+ also needs to enhance new features for websites and apps

Disney + should be distributed across all devices that the customer is likely to
use
IV. CONTROL EVALUATION
STRATEGY IMPLEMENTATION

Disney + will evaluate the current economic climate and how it

affects the business to apply strategies for increasing new online
users.

-> Using past and current data from online sales records,
analyzing competitors and suppliers and finding new
opportunities for its business and increasing overall revenue.
STRATEGY IMPLEMENTATION
Thank you!

LET US KNOW IF YOU HAVE

QUESTIONS OR CLARIFICATIONS.