MKT Assignment 01 Essay Example | Topics and Well Written Essays - 750 words

MKT Assignment 01 - Essay ExampleBob Iger has set an example of prototypal-class leadership along with Steve Jobs and Hervey Weinstein. These diversifications involved purchasing Pixar, Miramax and now recently marvel. What makes this deal a major eye-opener is the swap in Disneys outlook as an entertainment studio for young children. Where, achievement of Marvel introduces Disney to a to a greater extent mature commercialise which involves teenagers and adults as well. Analysts see the deal in a very positive come down as both companies have very popular brands and atomic number 18 equally established. It also brings much oddity how Disney plans to bring Marvel characters and mix with Disney characters, or make their presence in Disney theme parks and films.This obligate explains an excellent example of a tactic in in global market entry strategies which is mergers and acquisitions. Although Marvel and Disney belong to similar national boundaries, their global reach make s them indifferent to culture differences and national boundaries. The article first highlights previous trade ventures much(prenominal) as acquiring Pixar animated studios, which brought out a more comfortable output for market of younger children such as, Toy Story and Finding Nemo. Bob Iger then took a major step of acquiring Marvel Entertainment which is also an indirect competitor of Disney. There were ii things that motivate Bob Iger to make a more risky decision. Firstly, Pixar made four releases since acquisition from Disney that grossed $ 2 billion in worldwide ticket sales. Secondly, Marvel made a major success from the movie Iron Man, increasing their market value through popularity. This popularity allowed marvel to sell off at a significant premium market price, a benefit which would not have come without major successes such as Iron Man and X-Men. The article highlights a major example as to how companies assess military rank before striking a major business deal. One of the possible challenges in international marketing of Disney comes from their target market. The attributes of Disneys market is young and below or early teenage compared to Marvel and this may impact with Disneys existing brand image as an entertainment production only for children. Disney may choose to lay down both companies separately, showing no sign of any link between brands of either company, but the acquisition brings immense opportunities. Acquisition of Marvel will allow Disney to reach out to a larger market under their domain without affecting its own brand image. Speculations claim that Disney may also take the fortune of taking characters from both the companies and bring out more creative combinations in their coming movies, which projects enormous kale with as much risk. The article concludes however, this is a win-win approach for both the companies as it not only broadens their opportunities for incoming movies but the benefit of sharing resources for future productions.Global market entry strategies also aid in competing with rival companies, such as in this case, Time Warner. Time Warner however made a major merger with AOL which now makes them the worlds largest media and entertainment conglomerate, owing to its large number of subsidiaries. Two of many AOL Time Warner subsidiaries are Warner Bros. Entertainment and DC comics which are direct competitors of Disney Entertainment and