Marketing of Walt Disney Company

Culture is the beliefs and values that affect the behavior of a group of people (Shermerhorn Hunt Osborn, 2003). The culture of any region a company wishes to operate on has to be studied to learn how to effectively utilize marketing techniques to introduce company products and also to learn what adjustments need to be made in the corporate culture to align it with the culture of the residents of the region. The scholar with the greatest knowledge in cultural analysis who invented the most renounce method to perform this type analysis is called Geert Hofstede. His method is called Hofstede’s cultural dimension which has five dimensions which are: power distance, individualism vs. collectivism, uncertainty avoidance, masculinity vs. femininity, and confusion dynamism.Walt Disney Company is a multinational enterprise in the entertainment business that was founded in the 1920s by Walt Disney who created animation characters that capture the hearts and imagination of the American people. The company is dedicated to movie productions, network television, amusement parks, consumer products, internet interactivity product among other businesses. In 2006 the company had total revenues of $34,285 million (Disney, 2007). The company‚Äôs amusement was originally founded in California, Disneyland, and gained greater popularity in Florida, Disney World, with incredible attractions that bring millions of visitors every year to its premises. The success of the amusement parks in the United States inspired the management of the company to open a European version of a Disney amusement park in Paris, France in 1992.The company selected Paris because it had the best and most affordable available large flat lands to build a park in the area and the location seemed like a perfect strategic point since it placed the park within a four-hour drive of 68 million Europeans and within a 2-hour flight of 300 million people (Solarius, 2006).