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Abstract

This structured assignment is to accompany the case. The Chinese film industry was a highly regulated industry until China's entry into the World Trade Organisation in 2001. China, with a population of 1.3 billion and a rapidly growing economy, has become an attractive market for all global media and entertainment companies. Walt Disney Company, the second largest media and entertainment company in the world, forayed into China following the maturity of its American and European markets. In addition to marketing its consumer products, Walt Disney plans to introduce theme parks, and live shows, as well as producing and distributing movies. This case study, while highlighting Walt Disney's market entry strategies in China, offers scope to discuss the company's ability to succeed in a country where bureacracy and red tape are rampant, and its brand has little presence.
Location:
Industry:
Other setting(s):
December 2005

About

Abstract

This structured assignment is to accompany the case. The Chinese film industry was a highly regulated industry until China's entry into the World Trade Organisation in 2001. China, with a population of 1.3 billion and a rapidly growing economy, has become an attractive market for all global media and entertainment companies. Walt Disney Company, the second largest media and entertainment company in the world, forayed into China following the maturity of its American and European markets. In addition to marketing its consumer products, Walt Disney plans to introduce theme parks, and live shows, as well as producing and distributing movies. This case study, while highlighting Walt Disney's market entry strategies in China, offers scope to discuss the company's ability to succeed in a country where bureacracy and red tape are rampant, and its brand has little presence.

Settings

Location:
Industry:
Other setting(s):
December 2005

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