Disney's Strategies in China | Business Strategy Case Studies

Details

Case Code : CLBS089
Publication date : 2009
Subject : Business Strategy
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

Walt Disney Company, China, The Secret of the Magic Gourd, Disney Channel, Stanley Cheung, Jo Yan, Joseph Lampel, localization

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

Abstract:

This caselet discusses Disney's localization strategy in the Chinese market where the company had a relatively small presence. It talks about Disney's plans strengthen its presence in China by localizing its content.

Introduction

On June 29, 2007, 'The Secret of the Magic Gourd' (Magic Gourd), an animation with live action film was released in China. The film was co-produced by the US-based Walt Disney Company (Disney), China Film Group Corporation (CFGC), and Centro Digital Pictures Limited (CDP), an animation and visual effects studio based in Hong Kong.

Magic Gourd was the first Disney movie to be produced outside Hollywood. It was also the first film produced by Disney in Mandarin, the official language of China. The movie was based on a Chinese story, and was a contemporary adaptation of a novel of the same name written by a famous Chinese children's writer, Zhang Tian Yi...

Disney's Strategies in China*