Disney Marketing Plan
Essay Preview: Disney Marketing Plan
Report this essay
The Walt Disney Company – Marketing PlanExecutive SummaryThe 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 AnalysisThe 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 SummaryThe 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 unitsWalt Disney MotionPictures Group[16]Disney Music GroupDisney Theatrical GroupDisney Studio Services Special Events GroupWalt Disney PicturesWalt Disney Animation Studios (DisneyToon Studios)Pixar Animation StudiosDisneynatureLucasfilm[pic 1]Distribution[pic 2]Walt Disney Studios Motion Pictures (Touchstone Pictures)Walt Disney Studios Home EntertainmentWalt Disney RecordsHollywood RecordsDisney Music PublishingDisney Theatrical ProductionsDisney on BroadwayDisney on IceDisney Live!Studio Production ServicesWalt Disney Studios (Burbank)Golden Oak RanchThe Prospect StudiosDisney Digital Studio Services[34]The Muppets Studio
Walt Disney Parks and Resorts – This features the company’s theme parks, cruise line, and other travel related assets.*Parks and ResortsResortsCruise LineRegional EntertainmentProperties outside Disney parksDisneyland ResortWalt Disney World ResortTokyo Disney ResortDisneyland ParisHong Kong Disneyland ResortShanghai Disney ResortDisney Cruise LineESPN ZoneClub DisneyDisney Quest[pic 3]Other ventures[pic 4]World of Disney retailDisney Vacation Club(timeshare)Adventures of DisneyMarvel Super Hero IslandLegoland 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 ProductsDisney StoreFranchisingDisney Animation ProductsPixar ProductsMarvel ProductsLucasfilm ProductsDisney PrincessDisney FairiesDisney BunniesDisney DragonkindDisney Media Networks – This includes all of Disney owned television properties*Media NetworksTelevision NetworksCable NetworksMedia NetworksABC Television NetworkABC Family WorldwideABC Owned Television Stations GroupESPN NetworkA & E NetworksDisney Channel NetworksHuluDisney Interactive – This includes Disney’s internet, mobile, social media, virtual worlds, and computer games operations.*Interactive Media GroupInteractive StudiosDisney Online StudiosMobilePlaydomVideo GamesRocketpackClub PenguinStar Wars CommanderStar Wars BattlefrontApplications In Development for mobile devicesSocial network gamesLego Star WarsWalt Disney Studio movie tie-ins2.2 Keys to SuccessThe Walt Disney Companys objective is to be one of the worlds leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The companys primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value.*