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Disney 2015

marketing

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Disney 2015

  1. 1. ANALYZING CONSUMERS MARKET CASE ON DISNEY MALAYSIAN GRADUATE SCHOOL OF ENTERPERENEURSHIP & BUSINESS Presented by: group 2 AZHAR NAIMA p14 d487f SHIVAN SALEEM p15d082f WIJDAN IBRAHIM p15d088f KHALDOON FATHI p15d089f AWS SALAH p15d085f submitted to Dr. Bidin Chee Bin Kifli
  2. 2. Introduction: The Walt Disney Company, commonly known as Disney, is an American diversified multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios in Burbank, California. It is the world's second largest media conglomerate in terms of revenue, after Comcast. Disney was founded on October 16, 1923, by Walt Disney and Roy O. Disney as the Disney Brothers Cartoon Studio, and established itself as a leader in the American animation industry before diversifying into live-action film production, television, and theme parks. The company also operated under the names The Walt Disney Studio, then Walt Disney Productions. Taking on its current name in 1986, it expanded its existing operations and also started divisions focused upon theater, radio, music, publishing, and online media.
  3. 3. In addition, Disney has since created corporate divisions in order to market more mature content than is typically associated with its flagship family- oriented brands. The company is best known for the products of its film studio, The Walt Disney Studios, which is today one of the largest and best-known studios in American cinema. Disney also owns and operates the ABC broadcast television network; cable television networks such as Disney Channel, ESPN, A+E Networks, and ABC Family; publishing, merchandising, music, and theatre divisions; and owns and licenses 14 theme parks around the world. The company has been a component of the Dow Jones Industrial Average since May 6, 1991. An early and well-known cartoon creation of the company, Mickey Mouse, is a primary symbol of The Walt Disney Company.
  4. 4. Q1 / What does Disney do best to connect with its core consumers? It can be seen from the text that by the 1970s Disney concentrated on customers comprising of children, families and adults. From 1980s, it adopted strategy to reach older audience. Now its market consists of all ages, cultures. Today, it is one of the leading diversified international entertainment company which comprises of five segments: The Walt Disney Studios, Parks and Resorts, Disney Consumer Products, Media Networks and Interactive Media. This diversity provides sufficient chances for all kinds of customers to select services. Besides, they used emerging technologies to connect with customers. This help customers to be served more easier and entertainingly. Disney core value, as committed by its CEO in saying Disney’s greatest challenge today is to keep a 90-year-old brand relevant and current to its core audience while staying true to its heritage and core brand values.
  5. 5. Q2 /What are the risks and benefits of expanding the Disney brand in new ways? It is Disney policy to always seeking for exploring and expanding its markets. Its expansion strategy is applied not only for development in new countries besides United State but also new products and services as well. They themselves invest in foreign countries or take acquisition in the areas such as theme parks, movies, … This helps the company to bring more revenues and profits. Besides, working in entertainment areas, the company should continuously work on brand that people seek out and trust.
  6. 6. Recommendation: The recommendations made here are both on global and corporate, but mainly on a business unit level, and mainly affecting Walt Disney Pictures. The Disney brand has lost some of its former magic. From making hit after hit through out the 80’s and early 90’s, then they are faced by multiple unsuccessful productions from the late 90’s and up until today. This large punch in Walt Disney Pictures, and The Walt Disney Company’s face, lasting almost a decade, should be a hint to the necessity of a strategic change in their behavior. Strategies on a global level, should contain a larger focus on changing trends in the entertainment industry . Another global focal point is the large investments in the American market. On the corporate level, in the Studio Entertainment segment, then there have been great successes where TV programs have been winning a lot of awards.
  7. 7. Conclusion: When looking on the signals The Walt Disney Company generally tries to send through their mission statement, then one thing becomes evident; they have already accomplished most of their mission. With a second place in the industry they are among the worlds leaders of producing and providing entertainment. They have strong brands that make them able differentiate their content and their creativity and ability to innovate is, if not already available in-house, acquired through acquisitions of companies like Pixar. So the only thing left in their mission statement is actually being the most profitable company. But that is not a very specific mission to have, and can not act as a specific guideline for managers and employees. This could very well be why their performance and strategic objectives have been deteriorating in the last decade in some areas, and thereby making them weaker, and thereby giving space to new competitors.

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