Walt Disney
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Before a company even begins to look at its objectives, and marketing strategy, they must first decide what they are selling, and who they want to sell it to. A successful marketing plan requires a clearly defined and well researched target market, without knowing the desires and needs of the people you are selling to, you can not create a product that meets those needs. The well defined target market represents one reason why the Walt Disney Company has been so successful since their public start in 1940. Walt and Roy Disney started this company not to satisfy every consumers needs, but simple “To make people happy.” This quickly segmented the Walt Disney Companys market into children till the age of about twelve. After many years, it was soon realized that the target market is not only young children, but often includes the decision makers. These are usually the parents that take their kids to the movies and buy the merchandise. Disney knows that its one thing to make a great movie that kids are excited about but the efforts often fall short if parents dont approve of it.
The Walt Disney Companys most recent, slight change in the target market has come from their new ideas of marketing and expanding. To reach kids and teens to promote Disneylands 50th anniversary this year, Walt Disney Co. will use one of the hottest — and most controversial — gimmicks in the media business: “advergaming.” (