Internationalization Strategy- KidZania

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INTERNATIONALIZATION PROCESS

By: María Garduño

International Promotion

INTRODUCTION

The continuous relationship of individuals, companies and nations through

globalization has caused firms to move out of their domestic market on to the

international stage to gain sustainable competitive advantageInternationalization today is a strategy of all firms irrespective of size. Firms are no

longer interested to stay at home even where there are good prospects in the

home market.

There are many ways or forms to introduce a company/ brand in the

international market, since export to a SubsidiaryIn the following written we are going to analyze how KidZania, a mexican

company Is gaping in the international market.

KidZania is a Mexican company that as in the real

world, offers to children the possibility to perform

"jobs" and are either paid for their work (as a

fireman, doctor, police officer, journalist,

shopkeeper, etc.) or pay to shop or to be

entertained.

In Mexico there are 3 national location but as result of a great business concept, planning and strategy

nowadays KidZania has international franchises

licenses in 14 countries around the world.

USA Market is the next step for this company, tryingto get a JOIN VENTURE to at least open 15 locations

in the north american country.

ABSTRACT

KidZania est une entreprise mexicaine que dans le monde réel , offre aux enfants la possibilité d'effectuer des «emplois» et sont soit payés pour leur

travail (comme un pompier , médecin , policier, journaliste, commerçant,

etc.) ou de payer pour faire du shopping ou se divertir.

Au Mexique, il y a 3 emplacement national à la suite d'un grand concept

d'entreprise , de la planification et de la stratégie de nos jours KidZania a

permis de franchices internationales dans 14 pays à travers le monde.

USA Market est la prochaine étape pour cette société , en essayant d'

obtenir une coentreprise à au moins ouvert 15 endroits dans le pays nord-

américain .

RÉSUMÉ

KidZania es una empresa Mexicana que al igual que en el mundo real, los

niños tienen “empleos” y reciben un pago por su trabajo (como

bomberos, médicos, oficiales de policía, periodistas, comerciantes, etc.) o

pagan para hacer compras o disfrutar de entretenimiento.

En México hay 3 sucursales actualmente, pero como resultado de un gran

concepto de negociio, un plan muy bien definido y una estrategia de

negocios bien administrada, hoy en día Kidzania tiene 14 franquicias

alrededor del mundo.

El Mercado Estadounidense es el siguiente paso para esta empresa, y está

buscando introducirse a través de un Join Venture para abrir por lo menos

15 sucursales más en el país norteamericano.

ABSTRACTO

KidZania provides children and their parents a safe, unique, and very realistic educational environment that allows kids between the ages of four to twelve to do what comes naturally to them: role-playing by mimicking traditionally adult activities. As in the real world, children perform "jobs" and are either paid for their work (as a fireman, doctor, police officer, journalist, shopkeeper, etc.) or pay to shop or to be entertained.

THE CONCEPT

A brief history (on national and

international market)Founded in 1996 by López Ancona and a group of fellow Mexican businessmen, KidZania has

already entertained and engaged over 25 million people in fourteen locations around the world.

First location opened in Santa Fe, Mexico (a suburb of Mexico City) in September

1999.

The second KidZaniaopened in 2006 in

Monterrey, Mexico.

The third KidZania was the company's first

international location in Tokyo, which also

opened in 2006

KidZania Jakarta opened in November

2007

In 2009, KidZaniaopened in Osaka and

Lisbon

In 2010 locations opened in Dubai and

Seoul.

Two years later, KidZania Kuala

Lumpur opened

in 2013, KidZaniaBangkok, KidZania

Kuwait and KidZaniaMumbai joined the

edutainment nation.

Kidzania’s Internationalization

Strategy

How do Kidzania Offer a Franchise?

• They seek the finest candidates, on a

country-by-country basis, to become

franchise licensees for KidZania

facilities.

• Their licenses are granted to a single,

exclusive licensee for each country.

This mexican

company has

chosen

FRANCHISING

as form of

Internationalization

KidZania’s franchise licenses

overview

Minimum capital

resources must be

available in excess of

US$20 million with the

ability to roll out multiple

locations as each

market permits.

Sublicensing is not

permitted.

KidZania seeks candidates who are committed to

fostering the education and success of children.

Each candidate must be locally based in each

country where it operates and possess the "knowwho" and "know how" necessary to achieve

business success in its markets. Extensive brand

relationships or sponsorship experience is essential

and significant commercial experience -

especially in hospitality, entertainment or media -is strongly preferred.

KidZania around the world

KidZania currently has existing exclusive franchise licenses in the following

countries:

Brazil

Chile

Egypt

India

Indonesia

Japan

Kuwait

Malaysia Philippines

Portugal

Qatar

Russia

Saudi Arabia

Singapore

South Korea

Thailand

Turkey United Arab

Emirates

United Kingdom

Join Venture NEW

PR

OJEC

TS

For the closer future maybe in 1 or two years KidZania is

planning to enter in the United States market by a JOINT

VENTURE .

They are looking for an strategic partner to aboard the

American market with at least 15 locations

The opening of 1 KidZania location in USA cost 35 million dollars

and in New York to 50 billion dollars

CONCLUSIONS.

In a global market it is important to became an international company by

the best way with base in Brand characteristics.From Exports to Subsidiary, companys can chose the best option to

introduce their products or service in other countries.

Fracnchise License is one of the most popular and functional for of

internationalization, used on recent years for the most valuables brands and

companys.

What a Franchise can assure is that business is going to run well and that for

each country interested (acomplishing requirements) success of business

concept is a fact

2016. Kidzania de México S.A. de C.V Sitio web: http://www.kidzania.com/

José Roberto Arteaga. (2013). KidZania quiere ser un Disney, pero a la mexicana. Febrero 2016, de FORBES DE MÉXICO Sitio web: http://www.forbes.com.mx/kidzania-quiere-ser-un-disney-pero-a-la-mexicana

Enrique Hernández. (2014). KidZania, a la conquista de nuevos mercados. Febrero 2016, de 24Horas Sitio web: http://www.24-horas.mx/kidzania-a-la-conquista-de-nuevos-mercados/

KOTLER, PHILIP Y KELLER, KEVIN(2012). Dirección de Marketing. Decimocuarta edición,México, PEARSON EDUCACIÓN.

Mejores empresas mexicanas. (2016). Kidzania lanza nuevo formato de parques en Medio Oriente. Febrero 2016, de Mejores empresas mexicanas Sitio web: http://www.mejoresempresasmexicanas.com/blog/?p=4932R

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