This website uses cookies to ensure you have the best experience. Learn more

Disney Case Study

1443 words - 6 pages

178

PART 3

CONNECTING WITH CUSTOMERS

Applications
Marketing Debate Is Target Marketing Ever Bad?
As marketers increasingly tailor marketing programs to target market segments, some critics have denounced these efforts as exploitive. They see the preponderance of billboards advertising cigarettes and alcohol in low-income urban areas as taking advantage of a vulnerable market segment. Critics can be especially harsh in evaluating marketing programs that target African Americans and other minority groups, claiming they often employ stereotypes and inappropriate depictions. Others counter that targeting and positioning is critical to marketing, and that these marketing programs are ...view middle of the document...

Few believed in Disney’s vision at the time, but the smashing success of

cartoons with sound and the first-ever full-length animated film, Snow White and the Seven Dwarfs, in 1937 led, over the next three decades, to other animated classics including Pinocchio, Bambi, Cinderella, and Peter Pan, live action films such as Mary Poppins and The Love Bug, and television series like Davy Crockett. When Walt Disney died in 1966, he was considered the best-known person in the world. By then the company had expanded the Disney brand into film, television, consumer products, and Disneyland in southern California, its first theme park, where families could experience the magic of Disney in real life. After Walt’s death, Roy Disney took over as CEO and realized Walt’s dream of opening the 24,000 acre Walt Disney World theme park in Florida. By the time of Roy’s death in 1971, the two brothers had created a brand that stood for trust, fun, and entertainment that resonated with children, families, and adults through some of the most moving and iconic characters, stories, and memories of all time. The company stumbled for a few years without the leadership of its two founding brothers. However, by the 1980s, The Walt Disney Company was back on its feet and thinking of new ways to target its core familyoriented consumers as well as expand into new areas that would reach an older audience. It launched the Disney Channel, Touchstone Pictures, and Touchstone Television. In addition, Disney featured classic films during The Disney Sunday Night Movie and sold classic Disney films on video at extremely low prices in order to reach a whole new generation of children. The brand continued to expand in the 1990s as Disney tapped into publishing, international theme parks, and theatrical productions that reached a variety of audiences around the world.

ANALYZING CONSUMER MARKETS

|

CHAPTER 6

179

Today, Disney is comprised of five business segments: The Walt Disney Studios, which creates films, recording labels, and theatrical performances; Parks and Resorts, which focuses on Disney’s 11 theme parks, cruise lines, and other travel-related assets; Disney Consumer Products, which sells all Disney-branded products; Media Networks, which includes Disney’s television networks such as ESPN, ABC, and the Disney Channel; and Interactive Media. Disney’s greatest challenge today is to keep a 90year-old brand relevant and current to its core audience while staying true to its heritage and core brand values. Disney’s CEO Bob Iger explained, “As a brand that people seek out and trust, it opens doors to new platforms and markets, and hence to new consumers. When you deal with a company that has a great legacy, you deal with decisions and conflicts that arise from the clash of heritage versus innovation versus relevance. I’m a big believer in respect for heritage, but I’m also a big believer in the need to innovate and the need to balance that respect for heritage with...

Other Essays Like Disney Case Study

Statistical Analysis for Kraft Food and Disney

2428 words - 10 pages Introduction The purpose of this report is to convey an analysis of the monthly returns for the following: Kraft Foods, Inc., Walt Disney, Co., and the S&P 500 index. This report will be conducted by first calculating and analyzing descriptive statistics, which include measures of central tendency and dispersion. The calculations for these statistics were conducted in an excel worksheet and reported in a summary fashion in this report. The

Walt Disney Essay

802 words - 4 pages Imagine being a child remembering how simple times were. All you had to do all day was play with your toys. Think about all those hours spent making up game after game. It didn’t matter whether it was a fancy toy or a cardboard box we had imagination. Unfortunately as we grow older we lose that imagination. One man in particular was able to not only keeps his, but share it with the world. Walt Disney was able to create a world in which

Walt Disney

526 words - 3 pages This is one of the most fabulous books I have ever read, it is a biography of Walter Elias Disney, also know as the creator of Mickey Mouse. Walt was born Chicago on December 5, 1901. When he was first born he learned a lot about his father's occupation as he grew; his father was a farmer. Walt has many big brothers, the most important one is Roy, you will find out why he is important later in this book report. Walt has only one sister, which is

Roe Disney

619 words - 3 pages In evaluating the financial performance of the Disney Company for the past 2 years, the following ratios were used: Current Ratio, Debt Ratio, Return on Equity (ROE), and Days Receivable. These ratios were used to provide a trend analysis of the Disney Company’s current financial health and the areas in which the company is struggling. The Current Ratio is used to provide information on a company’s current assets and current liabilities and is

Walt Disney

1039 words - 5 pages Walt Disney World SWOT Analysis [pic][pic]A SWOT analysis can be used to analyze Disney World. [pic] Walt Disney is one of the best-known names in the world of entertainment. The name is associated with countless animated films, theme parks and resorts--including the Walt Disney World resort in Orlando, Florida. Although this resort is world famous and has been extremely successful, it is still subject to market forces. In order to

Case Conflict at Walt Disney

905 words - 4 pages Management Organization ____________________________________________________________________________ Week 6 Case Assignment 1. How would you describe the conflict between Michael Eisner and the Weinstein brother, the two board members (Disney and Gold), and Steve Jobs” Was it functional or dysfunctional? The functional conflict is defined as a confrontation between groups that enhances and benefits the organization’s performance

Disney Sustainable Practices

1281 words - 6 pages The Walt Disney Company is the world's largest media conglomerate. Disney’s assets extend into movies, television, publishing, and theme parks. The Disney/ABC Television Group includes the ABC television network and 10 broadcast stations, as well as a portfolio of cable networks including ABC Family, Disney Channel, and they own eighty percent of ESPN. Walt Disney Studios produces films through Walt Disney Pictures, Disney Animation, and Pixar

Disney Brand Management

5562 words - 23 pages in this case Disney will have information on competitors and customer needs. Furthermore, this is a very safe option with not much risk involved. Meaning that there won’t be much money needed to be invested into market research However as a weakness people may get bored of having the same products all the time which may reduce company profits. Market development- is a name given to a growth strategy where the business seeks to sell its

Favorite Disney Movie

1221 words - 5 pages Favorite Disney Movie Beauty and the Beast If you ask any American child if they have heard of the story of Beauty and The Beast, ninety-nine percent of them will have very good memory of the tale. Beauty and The Beast has been a part of our culture for many years as are many fairytales. It is read or told to our children not just for entertainment but for the moral lessons it gives to us. What most people don't realize is that there is more

The Walt Disney Company

4162 words - 17 pages The Walt Disney Company Since its founding in 1923, The Walt Disney Company and its affiliated companies have remained faithful to their commitment to produce unparalleled entertainment experiences based on the rich legacy of quality creative content and exceptional storytelling. The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with four

Disney World Valuation

624 words - 3 pages Financial report issues and analysis 09/18/2013 Valuation of the Walt Disney Company The Walt Disney Company is an American media and entertainment Company and also the largest media conglomerate in the world. Disney was established by Walt and Roy Disney in 1923 as the Disney Brothers Carton Studio in the early stage and become a leader in the American animation industry

Related Papers

Walt Disney Case Study

5496 words - 22 pages more prone to taking vacations, the entertainment industry is a hot commodity. This produces a demand for entertainment and many opportunities for new players to enter the mix. This also creates a lot of competition, even for Disney, a well-established entertainment company. In Disney’s case, a lot of their competitors for their vacation spots are the same as their competitors for their theatrical productions: Universal Studios has theme parks

Walt Disney Case Study

3140 words - 13 pages Case study Walt Disney By Ilia Natchev February 3rd 2013 Strategic Management Introduction The Walt Disney Company represents

Case Study (Disney Consumer Products) Not My Work

2318 words - 10 pages DISNEY CONSUMER PRODUCTS 2 Disney Consumer Products: Marketing Nutrition to Children I. Summary of the case A. Executive summary B. The case study overview II. Environmental analysis A. Company's globalization B. Corporate and social responsibility III. Strategies adopted A. Corporate strategy B. Marketing strategy: suitability, positioning, and target market C. The 4 Ps (place, product, price and promotion) IV. Recommendations V. Conclusion

Walt Disney Case Analysis

1139 words - 5 pages DISNEY CASE PREPARED BY RYAN MENZIES September 29, 2013 FOR OL 421 STRATEGIC MANAGEMENT AND POLICY INTRODUCTION: The Walt Disney Corporation was founded on October 16, 1923 by brothers Walt and Roy Disney. They were primarily an animation studio before expanding their operations to include other ventures. The company became publicly traded on May 6, 1991 on the Dow Jones Industrial Average. The company has come under some criticism