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

MKT Assignment 01 - Essay ExampleBob Iger has set an archetype of excellent 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 change in Disneys outlook as an enjoyment studio for young children. Where, acquisition of Marvel introduces Disney to a more mature market which involves teenagers and adults as well. Analysts see the deal in a very cocksure light as both companies have very popular brands and are equally established. It also brings much curiosity how Disney plans to bring Marvel characters and mix with Disney characters, or make their presence in Disney theme parks and movies.This article explains an excellent example of a tactic in in global market ingress strategies which is mergers and acquisitions. Although Marvel and Disney belong to similar national boundaries, their global reach makes them indifferent to culture differences and nat ional boundaries. The article first highlights previous marketing ventures such as acquiring Pixar animated studios, which brought out a more flourishing output for market of younger children such as, Toy Story and Finding Nemo. Bob Iger and then took a major step of acquiring Marvel Entertainment which is also an indirect competitor of Disney. There were two 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 prise valuation 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 infra or early teenage compared to Marvel and this may clash with Disneys existing brand image as an entertainment production only for children. Disney may use up to event both companies separately, showe no sign of any link between brands of either company, but the acquisition brings immense opportunities. Acquisition of Marvel result 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 opportunity of taking characters from both the companies and bring out more creative combinations in their coming movies, which projects enormous profits 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 future movies but the benefit of sharing resources for future productions.Global market entry strategies also ma intenance 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