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Disney case study analysis
- 2. • Founded by Walt and Roy Disney in 1923. • Rose to fame by the success of their iconic Mickey Mouse. • Serves as 2nd largest media conglomerate in the world behind Comcast. • Owns Pixar, Marvel, Lucasfilms, ESPN, ABC
- 7. Strenghts •Brand Reputation •Global expansion and Alliances •Loyal Customers •Strong Financial Position •Diversified Portfolio Weakness •High cost of operations •Weak Online Presence •High risk with mutiple projects, may lose sight •Change in top management •Lack of Succession
- 10. Oppurtunities • Presence in different markets • More investment in theme parks • School of management and training • Retaining the lost market through Marvel and Pixar Films. • Entering into untapped Threats • Decreased T.V ratings from the television networks • Online Presence • Security threats due to terrorism • Competition from six flags, universal studios. • Government Policies • Increased Cost in labour and management.
- 15. What does Disney do best to connect with its core customers? • Creation of new characters/content to attract the younger generation audience into their target group. • Advertise and sell experience rather than just the product as it forms a deep connection with the consumers and also has a high probability of turning them into loyal customers. • Interelate one project with another so that the customers has a full and enriching experience of the disney universe. For example : Parks with the theme of Star Wars.
- 16. What are the risks and benefits of expanding the Disney brand in new ways, such as video games or superheroes? Benefits •Serves a source of advertisement •expanding the customer base •Licensing Risks • Loss in sight of focus •New Market
- 18. Values and Ethics • Disney has kept 4 core values in mind as they grew over the years • Excellence • Innovation • Heritage • Relationship with the consumers • They have partnered with WWF in order to spread awareness about our surroundings and this is a segment of their CSR.
- 20. Summary • History • MissionStatement • Internal Assessment • External Assessment • Questions • Values and Ethics
- 21. DISCLAIMER • Created by Chanakya Choudary, IBS Hyderabad as a Marketing Intern under Prof. Sameer Mathur, IIM Lucknow