Unit 3 Revision test globalisation

GCE BusinessYear 13Evidence A - Disney Takeover of MarvelDisneys takeover of Marvel is a perfect fit, given the popularityof superhero moviesEven superheroes crumble when facedwith the might of Mickey Mouse.Disney has bought Marvel Comics for$4 billion, and the news has sentshivers down the spine of teenagecomic-book fans all over the world.Marvel is, after all, the home of heroeswho are outsiders and misfits. Spider-Man suffers from teenage angst, theHulk has an anger managementproblem, Wolverine hates nearly everybody and the Silver Surfer takes theproblems of the universe on his shoulders. How are they going to fit in to acorporation that became a byword for sugar coated mass entertainment?Marvel has been quick to reassure its fans. “Everybody take a deep breath,all your favourite comics remain unchanged,” writes Joe Quesada, Marvel’seditor-in-chief, on Twitter. “Disney merging with Marvel is a VERY GOODthing for us,” adds CB Cebulski, a Marvel writer and editor.The acquisition makes perfect business sense. The biggest growth area inHollywood in the past 10 years has been superhero movies, ever sinceTerminator 2 made it clear that CGI technology could cope with anything awriter’s imagination could throw at it. And Marvel has been a hugebeneficiary, with Spider-Man, X-Men, Fantastic Four and Iron Man being bighits.Disney today is a very different organisation from the one that turned AAMilne’s Winnie-the-Pooh into animation in 1966. And the proof is therelationship between Disney and Pixar. When Disney bought Pixar in 2006,there were anxieties that a giant company was swallowing up a smaller butmore successful rival and that Pixar’s distinctive style would not survive. ButDisney had the great good sense not to kill the goose that laid the goldeneggs, and the result has been classic Pixar animations such as Wall-E, Boltand the forthcoming Up. John Lasseter, the creator of Pixar, is overall headof Disney animation.Disney is unlikely to forget that with great power comes great responsibility.And lots of money.(Source: adapted from www.independent.co.uk by Paul Gent 2 Sept. 2009)

Evidence B: Extract from Walt Disney WebsiteSince its founding in 1923, The Walt Disney Company and its affiliatedcompanies have remained faithful to their commitment to produceunparalleled entertainment experiences based on the rich legacy of qualitycreative content and exceptional storytelling. The Walt Disney Company,together with its subsidiaries and affiliates, is a leading diversifiedinternational family entertainment and media enterprise with four businesssegments: media networks, parks and resorts, studio entertainment andconsumer products.Parks and ResortsDisneys Parks and Resorts is not just home to Disneys beloved charactersbut the place "Where Dreams Come True." The segment traces its roots to1952, when Walt Disney formed what is today known as Walt DisneyImagineering to build Disneyland Park in Anaheim, California.Since then, Parks and Resorts has grown to encompass the world-classDisney Cruise Line, eight Disney Vacation Club resorts (with more than100,000 members), Adventures by Disney (immersive Disney-guided travelaround the world), and five resort locations (encompassing 11 theme parks,including some owned or co-owned by independent entities) on threecontinents: • Disneyland Resort, Anaheim, California • Walt Disney World Resort, Lake Buena Vista, Florida • Tokyo Disney Resort, Urayasu, Chiba • Disneyland Resort Paris, Marne La Valle, France • Hong Kong Disneyland, Pennys Bay, Lantau IslandWherever the Guest experience takes place - in our parks, on the high seas,on a guided tour of exotic locales, through our vacation ownership program -we remain dedicated to the promise that our Cast members turn the ordinaryinto the extraordinary. Making dreams come true every day is central to ourglobal growth strategy.(Source: adapted from www.corporate.disney.go.com/corporate/overview.html)

Evidence CWalt Disney International (WDI) is at the center of Disney’s new businessdevelopment and growth activities in markets around the world. WDI’sresponsibilities range from providing administrative support and coordinationfor Disney’s global offices to increasing the globalization of the Disney brandto ensure that it is locally relevant to consumers around the world.From Russia and India to China and Latin America, WDI has invested to growits businesses, capitalizing in many of those markets by the creation oflocalized versions of Disney family entertainment. October 2008 saw therelease of Disney’s first animated film created especially for the Indiamarket, Roadside Romeo, as well as the exciting debut of the stageproduction in Moscow of Beauty and the Beast, which will embark on a six-city tour of Russia. Minnie Mouse made a splash on the pages of RussianVogue magazine, wearing fancy attire designed by top Russian fashiondesigners. The first film created specifically for the Russian market, TheBook of Masters, will arrive in movie theaters next year. After thesuccessful release of The Magic Gourd, the first Disney film made locally inChina, a second film, Touch of a Panda, will premiere in early 2009.In Latin America this year, two localized versions of High School Musical –one in Argentina and the other in Mexico – danced their way to box officesuccess. Localized versions of Desperate Housewives are proving to be aninternational hit on small screens throughout the region.WDI has also consolidated an integrated organizational structure in Japan,assuring that all Disney content has a clear vision and is consistent withother Company-wide priorities. An all-new Japanese animated TV series,Stitch, has been a ratings success and is another successful example of whathappens when content is created specifically for a given market.This year, WDI formed the European Management Board (EMB). The EMBassumes responsibility for identifying and exploiting growth opportunities inEurope, the Middle East and Africa, including acquisitions, as well as agreeingon cross-business strategic priorities and initiatives to support them. TheEMB constantly evaluates ways in which WDI can maximize efficienciesacross operations, both front and back of house; develops brand marketingplans; and drives synergy support for key Company priorities. Itcommunicates a clear strategy for TWDC (The Walt Disney Corporation)senior management and will work to ensure that similar objectives areachieved on an individual country or territory basis.Together with the impact of assertive strategies in developed markets, thecreation of the EMB and an eye to overall growth, WDI will continue to uselocalized content and staff to establish and reconfirm the Disney brandgloballySource: The Walt Disney Annual Report 2008

Evidence D The success of Stitch, an all- new Japanese animated TV series, proves that locally produced versions of Disney family entertainment can help grow businesses globally. Mickey and Minnie Mouse, Disney’s ambassadors to the world, made stops this year in Russia and India’s Taj Mahal to introduce themselves to new friends. A localized version of High School Musical was a hit with audiences in Asia. Source: The Walt Disney Annual Report 2008Questions:Evidence A

1. What is meant by the term acquisition? (2 Marks) 2. Analyse the likely impact of the acquisition of Marvel by Disney on TWO stakeholder groups. (8 Marks)Evidence B 3. What is meant by the term subsidiaries? (2 Marks) 4. Analyse why diversification is vital to Disney’s global brand appeal. (8 Marks)Evidence C & D 5. What is meant by the term Globalisation? (2 Marks) 6. Analyse why Disney have kept the same global message and marketing. (8 Marks) 7. Evaluate the likely importance of ‘Global Localisation’ to Disney’s global success. (10 Marks) 40 Marks

Unit 3 Revision test globalisation

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