The introduction of Disney Stores in South Korean market may exhibit great levels of success because of the high expenditure on Kid’s product in South Korean due to its culture of devotion to kids. Additionally, the company may do well in the country because many South Korean customers have a greater preference for Americans kids’ products. Despite the opportunities that present themselves in the starting up of Disney Stores in South Korean market, there are various issues and concerns that are evident and pose a challenge in the market. Art directors and copywriters should, therefore, consider these issues and concerns when creating advertising for this culture. Some of these issues and concerns include the South Korean culture, its economy, and Disney’s Stores brand value and positioning.
The culture towards kids in South Korea favours the launching of Disney Stores in the South Korean Market. However, factors such as language pose a challenge to the advertisement of Disney’s products. Language disparity can be an issue of concern that art directors and copywriters ought to address when creating advertisements as it can greatly affect communication’s effectiveness. They should, therefore, modify the advertisement platforms’ language such the website, billboards and television advertisements to that of consumers to ensure that they easily understand the company’s products and services hence ensuring effective market penetration of the product. This strategy will also improve the product’s brand value and positioning as consumers will understand it better and consequently purchase it (Heslop & Nadeau).
On the economic elements side, it is imperative to note that the country has a favourable economic growth, which has in turn improved the consumer’s purchasing power. A great percentage of the South Korea’s population have the ability to purchase kid’s products for their children, a fact that has created a great market for kids’ product in the nation. As such, Disney Stores can take advantage of the market opportunity by establishing its stores. However, the market gap has led to the emergence of several kids’ products companies in the country that can greatly increase competition. The art directors and copywriters should, therefore, focus on diversification to increase the demand and preference for Disney Store products in the country and attain a competitive advantage over other companies and also ensure a favourable brand positioning (Keegan & Green).
Work Cited
Heslop, Louise A. and John Nadeau. "Branding MBA Programs: The Use Of Target Market Desired Outcomes For Effective Brand Positioning". Journal of Marketing for Higher Education 20.1 (2010): 85-117. Web.
Keegan, W. J., & Green, M. C. Global marketing. 2016. Boston. Pearson. Print.
