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Glocalisation Illustrated: The Marketing Mix at Disneyland Shanghai

Jim Riley

29th June 2016

The recent opening of Disney's $5.5bn theme park at Shanghai is a classic example of the concept of glocalisation.

17 years in the making, Disney's theme park in Shanghai is its largest and most expensive theme park.

With park entry tickets priced at a premium of around twice that of competitors in China, Disney needs to offer something aspirational to the target market - China's growing middle class.

It has opted for a strategy it defines as "Authentically Disney - Distinctively Chinese".

The aim - to use the park to build brand awareness of Disney in a key growth market and to differentiate its theme park experience with a marketing mix that is sympathetic to local needs and wants.

This video from Charles Glover at the FT explores in more detail Disney's glocalisation strategy at the park. A superb teaching resource for this concept.

Disney Opens in Shanghai

Jim Riley

Jim co-founded tutor2u alongside his twin brother Geoff! Jim is a well-known Business writer and presenter as well as being one of the UK's leading educational technology entrepreneurs.

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