Disney has changed their strategic direction by diversification. They first moved the Disney channel from premium cable to basic cable. This allowed them more viewers considering the economic situation for many unable to afford premium cable. Once that expansion of viewers was made back home they went after key global markets. Disney then went after the rapidly growing market of tweens, Difference in age segment that they had been focused on before which were younger children. Implementation was used by pushing their Disney label music artist so that it penetrated the tween market segment. Disney also used technology to their advantage by producing better animated cartoon through their newly bought company Pixar, Which caught the eyes of a wider audience consumers not only the younger children segment.
Disney’s cross platform franchising helps create sustainable competitive advantage by owning characters that are successful with different market segments. This Including Cars and Disney princesses for the younger tweens and children, and their music label artist and Pirates of the Caribbean for an older tween and even adult market segment. Therefore providing product differentiation to multiple target markets and enhancing Disney as a whole brand by providing consumers to what best fits their interest, And continuing to improve and diversify market segments by creating more channels with different interest whether it being action packed shows or combining with ESPN to make a sports channel owned by Disney. Question 3.
The Marketing mix for Disney’s Cars franchise would include Cars being brought to life in an animation cartoon movie where quality and entertainment of different characters play major roles in appealing to a young children and even a tweens market segment. Cars was delivered in movies theaters and by introducing their cartoon car characters as merchandise in stores to go along with the movie and promote it, Eventually after...
Please join StudyMode to read the full document