Sarah will start this slide with the mindset of the owner.
The Walt Disney Company declares that their values; innovation, quality, community, storytelling, optimism and decency, are present in everything they do and help create the unified vision for their workforce. Some of their famous slogans are:
The Walt Disney Company has a generic strategy for competitive advantage that capitalizes on the uniqueness of products offered in the entertainment, mass media, and amusement park industries which includes:
The four most powerful marketing strategy of Walt Disney are: Using Nostalgia to Establish and Maintain Customer Loyalty: Disney has been making an emotional imprint on people’s lives since it was first founded in 1923. To harness these emotions as a marketing technique, Disney has mastered the use of nostalgia by reviving old classics like The Jungle Book. 2. Targeting Audience Segments with a Multi-Channel Strategy One way Disney keeps its fans engaged is by strategically creating content for different audience segments like star wars Instagram account for adults or frozen toys or other consumer goods of the Disney characters for Disney's fans. 3. Establishing Disney World and Disneyland as Destination Brands: Disneyland and Walt Disney World are constantly changing according to themes, events, and other popular trends of the moment. This creates a unique experience for returning visitors, and it ensures that Disney always has new content to promote. 4. Masterful Brand Storytelling that Resonates and Inspires: Disney is one of the most effective brand storytellers of the modern era, and it’s not just because they’re an entertainment company they establish a distinct and brand touchpoint that isn’t overly promotional or advertorial in nature.
SUBMITTED TO: MA’AM FALAK ATHAR
• SHIEKH ABIRA KHALID
• USMAN IKRAM
• ZEHRA JABEEN KHAN
• SARAH SHARIQ
• RIZWAN MALIK
• SANIA ALI
Overview of the Company:
• It is a diversified multinational
mass media corporation.
• Walt Disney owns production
companies, TV networks, theme
parks, record labels, theatres and
• It is the world’s second largest
media conglomerate in terms of
• The Walt Disney Company was
founded in 1923 by brothers Walt
and Roy as an animation studio.
• In 1928 they debuted Mickey
Mouse and in 1940s they venture
• Disneyland theme park was
officially opened on July 17th,
• The headquarter of Walt Disney is
in California USA.
To be one of the world’s leading
producers and providers of
entertainment and information.
To entertain, inform and inspire
people around the globe through
the power of unparalleled
storytelling, reflecting the iconic
brand, creative minds and
innovative technologies that make
us the world’s premier
• Dreams Come True.
• I'm going to Disney World!
• The Most Magical Place on Earth.
• The Happiest Place on Earth.
• To make people happy
• The vacation kingdom of the
For example: Establishment of the
Disney Cruise Line the company grew
by entering the cruise line market of
the tourism and hospitality industries.
• Product Development (Primary):
The company releases new movies
with corresponding merchandise.
• Market Penetration (Secondary):
The corporation’s strategic objectives
is to use aggressive advertising
Disney’s businesses flourish in different aspects of
entertainment industries, its divisions include: Parks and
Resorts, Studios, Media Networks, Consumer Products
and Interactive Media.
Human Resource: The strategy of Human resource in Disney Park and Resorts
is one of the factors make them such success. When recruiting new
employees, the first priority is “attitude”, then their skills.
Research and Development Investing Activities: They put great emphasis on
Research and Development to meet the demands of this changing world. The
main capital expenditures for the Parks and Resorts are expansion, new
attractions, cruise ships, capital improvements and systems infrastructure.
Walt Disney Parks and Resorts is one of Disney’s most
profitable business units, currently operating in six
different locations around the world. Disney went with
one of two ways: licensing or joint venture.
• Star Wars: The Force Awakens
– content seeding.
• #DreamBigPrincess campaign.
• Beauty & the Beast & Spotify
• The Jungle Book reboot.
• Disney in the West End pop
• Mickey Mouse’s 90th birthday
• Disney Eats.
Responsible Supply Chain:
Walt Disney rely on a dedicated,
competitive, world-class supplier base
to collaborate with their sourcing
professionals and work within their
infrastructure to bring the Disney magic
to the customers and guests around the
• Suppliers Sustainability:
Disney is dedicated to identifying and
engaging suppliers that share their
commitment to quality, service, cost and
• Suppliers Diversity:
They believe that including diverse suppliers
in sourcing process provides the greatest
opportunity to develop the most
innovative, highest quality, and most cost-
effective business solutions.
The four most powerful marketing
strategy of Walt Disney are:
• Using Nostalgia to Establish and
Maintain Customer Loyalty.
• Targeting Audience Segments with
a Multi-Channel Strategy.
• Establishing Disney World and
Disneyland as Destination Brands.
• Masterful Brand Storytelling that
Resonates and Inspires.
The Walt Disney’s top competitors
• The fox entertainment
• Time Warner Media
Popular and strong brand
Growing portfolio of popular
Strong cooperative growth among
Limited expansion of amusement
Mickey & Minnie’s
Disney’s Riviera Resort
Merger & Collaborations:
• COMME DES GARÇONS X
• CHRISTOPHER KANE X BEAUTY
AND THE BEAST.
• DISNEY X ALDO SHOES.
• BÉSAME COSMETIC’S SLEEPING
• STAR WARS X BARBIE ANS X
The recommendations based on this
SWOT analysis of Disney are focused on
improving business competitiveness and
long-term success in the international
market. Changes in the company’s
management and strategies must focus
on using its strengths as internal
strategic factors for ensuring growth
despite the company’s weaknesses.
These strategies must also address the
impacts of threats, while exploiting
opportunities based on the external
strategic factors in the conglomerate’s
industries of operations.