McDonald’s! Coca Cola! Disney # a powerful alliance
A strategic international alliance (SIA) is a business relationship established by two or more
companies to cooperate out of mutual need and to share risk in achieving a common objective.
Strategic alliances have grown in importance over the last few decades as a competitive strategy
in global marketing management. SIA are sought as a way to shore up weaknesses and increase
Today business is being driven by two fashionable ideas: globalization and core competences.
The first compels companies to look for ways to sell their product in as many different places as
possible, which often requires other people to help them. The second, the fashion for a firm
sticking to what it does best, means that they must often let outsiders help them with everything
The ties binding Coca-Cola, McDonald’s and Disney vary enormously.
In 1997 McDonald’s and Disney began a formal 10-years alliance. The first specific outcome
was a Disney film,
July 1998 a promotion started of
McDonald’s selling tickets and special ‘Astromeals’ at each of its 23,500 restaurants worldwide.
This time the target was not children but young adults—a market in which McDonald’s is
weaker.Flubber, whose box-office returns were help by the tie-ins at McDonald’s. InArmageddon, a $111 million film starting Bruce Willis, with
This alliance has not formal agreement—no piece of paper to fall back on
sells drinks to other restaurants, its relationship with McDonald’s goes far beyond that of a mere
supplier. It has helped its parent to set new operations around the world. Coca-Cola is sold in
almost twice as many countries as McDonald’s.. Although Coca-Cola
Coca-Cola’s ties to Disney are probably the weakest of the three— but they are still
considerable. Coca-Cola has been the sole provider of soft drinks at Disney parks since 1955,
and it has had a marketing alliance in place since 1985. Coca-Cola has also helped Disney
Which factors could make the alliance of Coca-Cola-Disney-McDonald’s break up?
(Please write your answer in bullets. Your answer must not exceed 250 words)
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