Marketing Spotlight - Disney The Walt Disney Company, a $27 billion-a-year globa
ID: 386953 • Letter: M
Question
Marketing Spotlight - Disney The Walt Disney Company, a $27 billion-a-year global entertainment giant, recognizes what its customer’s value in the Disney brand: a fun experience and homespun entertainment based on old-fashioned family values. Disney responds to these consumer markets. Say a family goes to see a Disney movie together. They have a great time. They want to continue the experience. Disney Consumer Products, a division of the Walt Disney Company, lets them do just that through product lines aimed at specific age groups. Take the 2004 Home on the Range movie. In addition to the movie, Disney created an accompanying soundtrack album, a line of toys and kid’s clothing … Mouse received by children every year. But as Walt Disney said. ``I only hope that we don’t lose sight of one thing – that it was all started by a mouse.’’ What have been the key success factors for Disney? Where is Disney vulnerable? What should it watch out for? What recommendations would you make to their senior marketing executives going forward? What should it be sure to do with its marketing?
Explanation / Answer
Success factors for Disney :
a. Disney focus on creating a experience for the customer rather than just a product.
b. Management keep a keen eye on details to get satisfying finished products.
c. Disney experience is different to customers due to their unique operations where the employees are refered as 'associates', customers are called 'guests'.
Where is Disney vulnerable? What should it watch out for?
a. They basically have limited range of target audience group.
b. They invest excessively into research and development.
c. Significant threat from competitors as new entrants are entering into market in the areas of theme parks, movies, cartoon figures etc which obviously represent threat.
Recommendations :
a. To increase product scope, Disney need to diversify the business.
b. Penetrating the developing market can benefit them for high growth rates.
Marketing strategies :
a. As Disney have developed some form of customer loyalty, they need to exploit new opportunities now as loyalty is only for limited period.
b. Disney uses a theme all the time, which is a unique point which work magic in disney's marketing strategies.