Disney's Global Marketing
The Walt Disney company ranks as the 10th position of the Best Global Brands. The company was able to achieve such global success through strategies of foreign outsourcing, licensing and foreign direct investment. Disney has been outsourcing an increasing amount of their animation to other countries such as; Asia and India. It is an advantage for Disney to outsource to these foreign places because of its vast English speaking workforce and low cost of supply and wages as oppose to the higher American rates. Licensing is the legal process where a licensor gives permission for another firm to use their manufacturing process trademarks, patents, trade secrets or any other proprietary knowledge. In order to obtain a Walt Disney Company license to sell their licensed characters you need to submit a written proposal and meet their minimum guidelines. Their minimum guidelines includes, having at least five years of manufacturing and distribution trade experience directly engaging in manufacturing or distributing as a direct merchandiser of licensed products. The Disney licensing is now responsible for more than 3,000 contracts and for 16,000 products with top manufactures worldwide. Their last strategy towards their global success is foreign direct investment. This investment is the active ownership of a foreign company or of overseas manufacturing or marketing facilities. Recently in August, India approved Walt Disney's proposal to invest 180 million dollars in the country. Disney is considered one of India's leading media companies. The Disney company wants to continue bringing entertainment to as many countries as possible.
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