1. Why is it necessary for Disney to build brand awareness in China and other emerging markets?

Brand awareness of Disney Company must be able to be built in the China country and also other emerging markets. Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is because there is an increasingly affluent middle and higher class of people in China which they have quite a big amount of money to spend on purchasing the Disney products and also travelling such as Disneyland. Sooner or later China will be on of the biggest driving forces in forms of profit and revenue.

China is now moving quickly towards a country that has the economic freedoms and the closer it comes to then the sooner a massive market will emerge. For example, Shanghai has strong distribution power in the China; it is capture the latest trends in the China market. Shanghai consumers are considered the trendsetters in fashion and lifestyle products across China. As a result, many merchandisers, distributors, and domestic tourists travel to Shanghai to preview the latest fashions and product designs that are set to enter their territory and try to gain a first mover’s advantage. Furthermore, even those broader from China, BRIC (Brazil, Russia, India and China) has been analyzed as countries that will grow rapidly in the future, and having the ability that will help to ensure good results and strong brand recognition when it occurs. With the awareness built and revenue from other countries, it can help their country to have a better economic.

Emerging market area is a nation with business activity and social in the progress of quick growth and industrialization. Globalization enforces companies to enter foreign markets because developing countries generate the potential markets with their hunger to the new products. China and India are the largest developing and emerging economies. So, if Disney wants to expand their business to the world wide So that they must have very strong brand awareness in all those emerging market such as, China, Brazil, Russia, India, Mexico, South Korea, Indonesia and Turkey.

In another hand, if Disney have a very strong brand awareness in these countries. There will be a very good opportunity for Disney to make their investment in these countries. It is because their countries are having good developing economies and also political. So there will be a huge market for the products and travel services that are provided by Disney. By doing this, Disney will be able to earn a huge percentage of revenue from out of their local country.
With the strong brand awareness in other countries, Disney can also create more iconic characteristic based on the countries culture and also preference. For instead, Hong Kong Disneyland, they attempted to avoid problems of cultural backlash by attempting to incorporate Chinese culture, customs, and traditions when designing and building the resort, including adherence to the rules of Feng Shui. Besides that, the park's cast members speak in Cantonese, English, and Mandarin. This allow the consumer to communicate easy among each others and brings a lot warm feeling to the customers. Other than that, guide maps are printed in traditional and simplified Chinese as well as English, French, and Japanese. So they will not only increase their profit and revenue, but they will also strongly increase their brand reputation and also recognition because of those new iconic characteristic which will be most of the people favorites.

With a population of 1.2 billion people in China, China is the most heavily peopled country and it is the most crowded country in the world, and it is calculated around 20 percent of the world’s total population. With higher population it will bring a lot of potential market, and it is huge profitability and opportunity in the China market. Population stabilization in this country is predicted to be 1.5 billion in 2050, as the current population growth rate of 1% declines over the years. There is, however, a wide range in the prediction of China’s future population due to the variance in fertility or mortality assumptions. For example, Shanghai is the one of the largest cities in the world, and the city is recognized as the economic leader in the China.

* For adapting new products to the market * Globalization enforces companies to enter foreign markets because developing countries generate the potential markets with their hunger to the new products. Because of that, not just to be the greatest, even to survive, companies have to find the ways to enter emerging markets. * China * is the most crowded country * Existing regime in China

* Do you agree with Disney's decision to pursue a localization approach in emerging markets? Even though there exist some examples as Starbucks, which mostly remain standards in foreign countries, for specifically entertainment sector local adaption as a MUST. As explained at article analysis, cultural and social differences affect demand rate. In order to be succesful in foreign markets, multinational companies should consider the importance of localization

3. Why is High School Musical so successful in global markets? Basic reason lies beneath the success of High School Musical is its target market: Adolescents. A. Adolescents have similar problems and interests even though they belong to different nations and cultures. * As a result of that, for marketing the movie in foreign countries, Disney do not need to do much adaptation B. Hero-worship is frequent among adolescents which makes them perfect consumers who are ready to pay more than its worth * Example: Justin Bieber is the most-searched people in 2011 C. Adolescents are more open to gain brand awareness