Disney Marketing Plan
Essay by fortheear • July 5, 2015 • Research Paper • 3,647 Words (15 Pages) • 1,772 Views
The Walt Disney Company – Marketing Plan
- Executive Summary
The Walt Disney Company has long been one of the most recognizable and well-known companies in the world. It is also the aim of The Walt Disney Company to be one of the world’s most admired companies, respected both for the results they deliver as well as the integrity with which the businesses operate. Over the last several years Disney has worked hard to earn this distinction, and The Walt Disney Company is now consistently recognized as one of the world’s most reputable, admired, and socially responsible companies in studies published by Fortune, Forbes and Barron’s. Disney’s relentless commitment to act ethically and responsibly in their endeavors has been integral to their success. Being a good corporate citizen includes operating in an ethical manner, promoting the happiness and well-being of kids and families, and inspiring others to get involved and become a force of positive change.
- Situation Analysis
The Walt Disney Company is a leading international entertainment and media enterprise founded in U.S. It operates five separate Disney segments: Media Networks, Parks and Resorts, The Walt Disney Studios, Disney Consumer Products, and Disney Interactive. Disney Media Networks is the most significant Walt Disney business segment. Disney products include television programs, books, magazines, musical recordings and movies. Disney was founded on October 16, 1923, by Walt and Roy Disney as the Disney Brothers Cartoon Studio. The headquarters of Walt Disney is at Buena Vista Street, Burbank, California, United States and the present Chairman & CEO is Bob Iger. Mickey Mouse is a primary symbol of The Walt Disney Company. There are approximately 166,000 employees working for The Walt Disney Company. The revenues of the company are $45,041 billion and net income is $6,136 billion up to the third quarter of 2013.
2.1 Market Summary
The Disney Company operates five primary product units and segments.
- The Walt Disney Studio – This includes the company’s film, recording label, and theatrical divisions.*
Studio units | ||||
Walt Disney Motion | Disney Music Group | Disney Theatrical Group | Disney Studio Services | Special Events Group |
Walt Disney Pictures [pic 1] Distribution [pic 2] Walt Disney Studios Motion Pictures (Touchstone Pictures) | Walt Disney Records | Disney Theatrical Productions | Studio Production Services | The Muppets Studio |
- Walt Disney Parks and Resorts – This features the company’s theme parks, cruise line, and other travel related assets.*
Parks and Resorts | ||||
Resorts | Cruise Line | Regional Entertainment | Properties outside Disney parks | |
Disneyland Resort Walt Disney World Resort Tokyo Disney Resort Disneyland Paris Hong Kong Disneyland Resort Shanghai Disney Resort | Disney Cruise Line | ESPN Zone Club Disney Disney Quest [pic 3] Other ventures [pic 4] World of Disney retail Disney Vacation Club (timeshare) Adventures of Disney | Marvel Super Hero Island Legoland California’s Miniland USA (Star Wars) Legoland Florida (Star Wars) |
- Disney Consumer Products – This includes toys, clothing, and other merchandise based upon Disney owned properties.*
Consumer Products | ||||
Disney Store | Franchising | |||
Disney Animation Products Pixar Products Marvel Products Lucasfilm Products | Disney Princess Disney Fairies Disney Bunnies Disney Dragonkind |
- Disney Media Networks – This includes all of Disney owned television properties*
Media Networks | ||||
Television Networks | Cable Networks | Media Networks | ||
ABC Television Network ABC Family Worldwide ABC Owned Television Stations Group | ESPN Network A & E Networks Disney Channel Networks | Hulu |
- Disney Interactive – This includes Disney’s internet, mobile, social media, virtual worlds, and computer games operations.*
Interactive Media Group | ||||
Interactive Studios | Disney Online Studios | Mobile | Playdom | Video Games |
Rocketpack | Club Penguin Star Wars Commander Star Wars Battlefront | Applications In Development for mobile devices | Social network games | Lego Star Wars Walt Disney Studio movie tie-ins |
2.2 Keys to Success
The Walt Disney Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The company's primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value.*
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