A number of varied and differentiated products are offered by Disney to its customers in international markets. There is no significant variation in the products as per the region or country but they are updated so that the local need of the customers can be met from a local language aspect. The books and programs are written and recorded in the local language to attract a wide range of audience. Simi lay, the packing of the products such as toys and books a=will also be printed in the local language. There are some very strict guidelines related to the charter’s likeness and their brand. In the beginning of 1929, a completely distinguished division was formed in the company to license Mickey Mouse which was called Disney Consumer Product. Along with it, the company also sells the products such as theatrical productions, hotel rooms, spa treatment, family vacation and time sharing.
The Walt Disney Company believed that its theme parks would be successful internationally because tourists from all over the globe traveled and drove to California and Florida to experience the “happiest place on earth” for decades. They felt it would be natural for Disney to Introduce Mickey around the globe with international parks. The greatest challenge for Disney when entering new international markets has been how to handle cultural differences. The parks must embrace local culture while staying true to the Disney message The Company must learn to pay close attention to cultural and social variances in global markets to succeed.
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