Walt Disney Analysis

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Marketing Analysis of
Walt Disney

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Submitted by:
Madonna Ciconne
Michael Holmes
Jessica Sanchez
Walter Jackson

April 1, 2013

Table of Contents

I. Executive Summary ………………………………………………….……………1 II. Microenvironment Analysis ………………………………………..……………...2 III. Macroenvironment Analysis ………………………………….….………………..4 a. Political……………………………………………………………………….4 b. Economic………………………………………………………………….….4 c. Socio-cultural…………………………………………………………………4 d. Technological…………………………………………………………………4 Conclusion …………………………………………………………….………….5 IV. Segmentation, Targeting, and Positioning …………………..….……..……………6 a. Segmentation………………………………………………………………….6 b. Targeting………………………………………………………………………6 c. Positioning…………………………………………………………………….7 V. Conclusion ……………………………………………………………….…………8 VI. References ………………………………………………………….………………9

I. Executive Summary
The Walt Disney Company, also known as Disney, is the world’s largest American multinational media conglomerate. Walt Disney Company also leads the industry in family entertainment and recreation.   The company was created from the imaginations of Walter Elias Disney because of love of creativity and innovation.  

Today, the Walt Disney Company and its subsidiaries of various entities of worldwide entertainment companies operate in five business ventures: Media Networks, Parks and Resorts, Studio Entertainment, Consumer Products and Interactive Media.   Media networks is comprised of a domestic broadcast television network, television production and distribution operations, domestic television stations, international and domestic cable networks, domestic broadcast radio networks and stations, and publishing and digital operations.   The theme parks and resort areas that started in California grew into some of the most profitable and loved attractions internationally.   Studio entertainment, the driving force behind the complete conglomerate, is the motion pictures and animated cartoons which are managed by Buena Vista, Miramax, Pixar, Touchstone, and Walt Disney Pictures.  

Consumer products comprises of the developing, licensing, promoting advertising, and selling of products that embody all of the new and old Disney characters.  And interactive media division has under its umbrella the creation, development, marketing and distribution of game consoles, online interactive games and mobile games.

The past few decades have marked rapid growth in the use of marketing as a means to drive and manage various businesses and their relevant activities. With new companies being continuously launched, competition is scaling higher even for the companies who enjoyed the monopoly of market in the past. The advancement of the existing technologies, along with globalization, organizational restructuring and media fragmentation has exerted a significant impact on the way marketing activities are managed in an organization. It has thus become mandatory for the companies to recuperate and reconsider their marketing practices, as per the continuously evolving trends, along with its business practices to remain competent. As per Jobber (2009) ‘Marketing management’ is all about optimally managing resources to achieve the corporate goals through meeting and exceeding customer needs better than the competition.

Marketing is a means of creating/innovating and implementing new ideas or developing on the existing ones through market research, so as to continuously improve the company standards for satisfying the customer expectations and strategically meet the corporate objectives. To do so, efficient management of every campaign undertaken by the company to promote its product/service of the company, with the available resources and within the specified time period is vital.

The market in which the company operates needs to be thoroughly analyzed and researched in order to...
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