Marketing Disney Consumer Products in the Middle East Essay -- Busines

Marketing Disney Consumer Products in the Middle East 1. Disney Consumer Products Middle East was interested in Lebanon, which has only one million children and teenagers and not Egypt, which has a much larger population, due to the following reasons; a. The literacy rate in Lebanon was much higher than the literacy rate of the populations of other Arab states in the Middle East at that time. b. The population of Lebanon was more familiar with western products, which included the Disney products. In reference to (Exhibit 6) in the case study, one could see that both awareness of the brand and awareness of the various product categories of the brand were already established. c. Many of the Lebanese distributors occupied important positions throughout the Middle East, which in turn might help DCPEME in penetrating other Arab markets. d. The Lebanese society was comparatively liberal when compared to other neighboring Arab states, thus all Disney products would be accepted and readily sold in such a market 2. In 1993, Disney products were distributed in Lebanon through one of the following three channels; a. Worldwide licenses that legitimately distributed Disney products through their Lebanese distributors. b. Non-worldwide licenses that distributed Disney products through Lebanese distributors. c. Non worldwide licenses unaware that several that several of their wholesalers were selling Disney ... Marketing Disney Consumer Products in the Middle East Essay -- Busines Marketing Disney Consumer Products in the Middle East 1. Disney Consumer Products Middle East was interested in Lebanon, which has only one million children and teenagers and not Egypt, which has a much larger population, due to the following reasons; a. The literacy rate in Lebanon was much higher than the literacy rate of the populations of other Arab states in the Middle East at that time. b. The population of Lebanon was more familiar with western products, which included the Disney products. In reference to (Exhibit 6) in the case study, one could see that both awareness of the brand and awareness of the various product categories of the brand were already established. c. Many of the Lebanese distributors occupied important positions throughout the Middle East, which in turn might help DCPEME in penetrating other Arab markets. d. The Lebanese society was comparatively liberal when compared to other neighboring Arab states, thus all Disney products would be accepted and readily sold in such a market 2. In 1993, Disney products were distributed in Lebanon through one of the following three channels; a. Worldwide licenses that legitimately distributed Disney products through their Lebanese distributors. b. Non-worldwide licenses that distributed Disney products through Lebanese distributors. c. Non worldwide licenses unaware that several that several of their wholesalers were selling Disney ...