How do companies or brands get international? KidZania, is one of the many companies are participating in the international market with a good strategy and a grat business model.

1. Haga clic para
editar título
HAGA CLIC PARA EDITAR SUBTÍTULO
INTERNATIONALIZATION
PROCESS
By: María Garduño
International Promotion

2. 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 advantage
Internationalization 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 Subsidiary
In the following written we are going to analyze how KidZania, a mexican
company Is gaping in the international market.

3. 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, trying
to get a JOIN VENTURE to at least open 15 locations
in the north american country.
ABSTRACT

4. 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

5. 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

6. 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

7. 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 KidZania
opened 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, KidZania
opened in Osaka and
Lisbon
In 2010 locations
opened in Dubai and
Seoul.
Two years later,
KidZania Kuala
Lumpur opened
in 2013, KidZania
Bangkok, KidZania
Kuwait and KidZania
Mumbai joined the
edutainment nation.

8. 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

9. 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 "know
who" 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.

10. 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

11. Join Venture
NEWPROJECTS
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

12. 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

13.  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=4932
REFERENCES