Disney

The Walt Disney Company Danjel Lessard & Lauren Northcutt Business 308: Principles o !ar"etin# Pro essor $impson

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Disney The Walt Disney %Company Description

What started out to &e nothin# more than a dream o Walter 'lias Disney( )ith the release o *lice in Wonderland( a series o short ilm comedies( the &e#innin# o a )orld reno)ned #lo&al corporation Walt Disney had e+ol+ed, Walter and his &rother -oy )ere e.ual partners in )hat )as ori#inally the Disney Brothers Cartoon $tudio in %/03 and )ith the su##estion o -oy( it soon )as renamed The Walt Disney $tudio, * ter our years o success and pro it( Walter and -oy e1perienced a &usiness set &ac" )hen they ound their ilm distri&utor !,2, Win"ler had stolen their cartoon characters and animators in attempt to undercut them, With the help rom their chie and loyal animator( 3& 4)er"s( Walt created !ortimer !ouse( )hich )as renamed !ic"ey !ouse &y his )i e, The irst cartoon )ith synchroni5ed sound )as released at the Colony Theater in Ne) 6or"( No+em&er %8( %/08, Walt Disney )on its irst *cademy *)ard or Best Cartoon in %/30 and continued to &e honored )ith an 7scar e+ery year or a decade, Walt Disney consumer products started )hen Walt and -oy accepted 8300,00 rom a man that insisted !ic"ey should &e applied to paper to)els or school children, The company &ecame pu&lic in %/90 and ollo)ed )ith the release o i+e success ul eature ilms(

includin# $no) White( :antasia( Pinocchio( Bam&i and Dum&o, 4n turn they re+olutioni5ed animation ore+er, 4n %/;;( the irst o many Disneyland theme par"s )ere opened, *t the same time( tele+ision &ecame a ne)( hu#e( and success ul a+enue or its ans,

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Disney <4 can ne+er stand still, 4 must e1plore and e1periment, 4 am ne+er satis ied )ith my )or", 4 resent the limitations o my o)n ima#ination,< =Walt Disney >Disney Dreamer( 000?@, Due to this dream )ith determination( The Walt Disney Corporation &ecame an international po)erhouse, Today( the company has our main &usiness +entures:

consumer products( theme par"s and resorts( media net)or"s and studio entertainment, The irst &ein# consumer products encompasses the de+elopment( ad+ertisin#( promotin#( licensin# and sellin# o products that represents all o the ne) and old Disney characters, The theme par"s and resorts that once started in Cali ornia #re) to one o the most pro ita&le and lo+ed +enues internationally, Tele+ision( radio( and ca&le properties are the core o the media net)or", The dri+in# orce o the entire enterprise is the motion pictures and animated cartoons )hich are mana#ed &y Touchstone( Pi1ar( Walt Disney Pictures( Buena Aista( and !irama1,

The Walt Disney Companys Mission Statement

*ccordin# to The Corporate Disney )e&site( the mission o The Walt Disney Company is to &e one o the )orldBs leadin# producers and pro+iders o entertainment and in ormation, 3sin# our port olio o &rands to di erentiate our content( ser+ices and consumer products( )e see" to de+elop the most creati+e( inno+ati+e and pro ita&le entertainment e1periences and related products in the )orld >http:CC))),corporate, disney,#o,comCcareersC)ho,html@,Walt and -oy &elie+ed that he had to stay one step ahead o the competition in order to &e the most inno+ati+e and creati+e animator o all times,

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Disney

4t is )ithout undenia&le dispute that The Walt Disney Corporation has created an empire that is unmatcha&le, They stri+ed or e1cellence and are continually chan#in#, They ha+e surrounded themsel+es )ith the &est artists( the most inno+ati+e creators( and the ne)est technolo#y, *&o+e all( the consumers are the dri+in# orce &ehind the #enius enterprise( and the t)o &rothers ne+er lost si#ht o that #oal,

The Walt Disney Companys Target Market

Be ore a company e+en &e#ins to loo" at its o&jecti+es( and mar"etin# strate#y( they must irst decide )hat they are sellin#( and )ho they )ant to sell it to, * success ul mar"etin# plan re.uires a clearly de ined and )ell researched tar#et mar"et( )ithout "no)in# the desires and needs o the people you are sellin# to( you can not create a product that meets those needs, The )ell de ined tar#et mar"et represents one reason )hy the Walt Disney Company has &een so success ul since their pu&lic start in %/90, Walt and -oy Disney started this company not to satis y e+ery consumerDs needs( &ut simple ETo ma"e people happy,F This .uic"ly se#mented the Walt Disney CompanyDs mar"et into children till the a#e o a&out t)el+e, * ter many years( it )as soon reali5ed that the tar#et mar"et is not only youn# children( &ut o ten includes the decision ma"ers, These are usually the parents that ta"e their "ids to the mo+ies and &uy the merchandise, Disney "no)s that itBs one thin# to ma"e a #reat mo+ie that "ids are e1cited a&out &ut the e orts o ten all short i parents donBt appro+e o it,

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Disney The Walt Disney CompanyDs most recent( sli#ht chan#e in the tar#et mar"et has come rom their ne) ideas o mar"etin# and e1pandin#, To reach "ids and teens to promote DisneylandBs ;0th anni+ersary this year( Walt Disney Co, )ill use one o the hottest G and most contro+ersial G #immic"s in the media &usiness: <ad+er#amin#,< >http:CC))),usatoday,comCmoneyCmediaC000;H0%H%?HdisneyHad+er#amin#I1,htm@, $eein# as ho) the a#eHran#e o people that play +ideo #ames are a little older than "ids( they )ill &e tar#etin# at a teena#er le+el, The attempt to e1pand Disney into a )ireless net)or" also stems the interest o an almost di erent type o tar#et mar"et, EThe Walt Disney Co,Bs decision to launch a )ireless ser+ice aimed at its &est customers G preHteen children and their amilies G ha+e ocused a spotli#ht on t)o si#ni icant industry trends: the #ro)in# se#mentation o ser+ices mar"etin# and a ascination )ith the hottest o those se#ments( the youth mar"et,F >http:CCtelephonyonline,comCma#CtelecomIser+ice Ipro+idersItar#etC@,

The Walt Disney Companys Marketing Objectives

'+ery company( )hether a ser+ice enterprise( a retail shop( a restaurant( or a theme par" must ha+e one o&jecti+e in order to &e in &usiness, 4t is the sole reason one #oes into &usiness( no matter ho) much they may ha+e )anted to impro+e the li+es o others, The oremost #oal o e+ery &usiness is to ma"e money, 4n an article pu&lished &y the London Times( ormer Chie '1ecuti+e 7 icer !ichael 'isner )as .uoted as sayin#( EWe JThe Walt Disney CompanyK ha+e no o&li#ation to ma"e art, To ma"e money is our only o&jecti+e(F >-o)an( 000;@, *t the time 'isner )as C'7 o DisneyL rom %/89=

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Disney 000; he nurtured Disney rom a 83 &illion company to a 8M0 &illion dollar company( a testament to the primary #oal o the &usiness >'isner( 000?@, '+en thou#h )hen Walt Disney irst opened Disney Land in %/;; he coined the phrase( EThe happiest place on earth(F >7&erleitner( 000?@ the real reason or openin# his entertainment par" )as to attract ans o Disney $tudio Productions( promote his characters( and ma"e money, Without a pro it the Walt Disney Company( or any other company or the matter( )ould not &e in &usiness or lon#, Companies( especially lar#e( )ell esta&lished companies li"e the Walt Disney Company( use their pro its to do many thin#s: e1pand their mar"et shareL research and de+elopmentL e1pansionL ne) product linesL and +arious acti+ities that help attract more customers, The Walt Disney Company has many ields in )hich they participate to ma"e money: tele+isionL studio productionsL theme par"sL consumer productsL and cruise lines( to name a e), Disney consumer products and theme par"s are +ery essential to DisneyDs ultimate #oal o ma"in# money, The placement o Disney products on school supplies( lunch&o1es and &ac"pac"s( in malls across the country( and )ithin the )alls o their mar"etin#H#iant theme par"s themsel+es is( Ea daily ad+ertisementN or our cartoons( JthatK "eeps them all JconsumersK !ic"ey !ouse minded(F as stated &y WaltDs &rother -oy Disney >-o)an( 000;@, No matter the means &ehind the ultimate #oal( the #oal ne+er chan#es, *s stated in the Walt Disney CompanyDs !ission $tatement( another o their #oals is to &e( Eone o the )orldDs leadin# producers and pro+iders o entertainment and in ormation(F >Walt Disney Co,( 000?@, :or the accomplishment o this #oal Disney already has a su&stantial oot in the door )ith or#ani5ations in studio entertainment and

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Disney theatrical productions or children( teens and adults o all a#esL tele+ision stations tar#etin# a )ide +ariety o audiences = *BC or ne)s and amilies( the Disney Channel or children( '$PN( '$PN0( '$PN'W$( and '$PN3 or the sports anatics and e+en $7*Pnet or the stay at home mothers and athersL theme par"s li"e Disneyland( Disney)orld and the Disney World -esort to attract amilies )ith youn#er children loo"in# or a #ood +acationL and one o their ne)est additions is the Disney Cruise Line that tour the Bahamas and Cari&&ean 4slands and e+en ma"e a stop at DisneyDs pri+ately o)ned Casta)ay Cay 4sland >Walt Disney Co,( 000?@, Disneyland in particular( the irst par" e+er to construct rides( sho)s and attractions around separate themes=the themes o Walt DisneyDs motion pictures

>Wi"ipedia,com( 000?@=)as constructed and dedicated &y Walt Disney to those people )ho )ant to Ereli+e memories o the past and JthatKNyouth may sa+or(F >Wi"ipedia,com( Disneyland( 000?@, Disneyland itsel )as not just &uilt to entertain youn# children( &ut also to #i+e their parents a +acation in a place that they could remem&er rom their pasts and relate to in a )ay or them to enjoy the e1perience, With this impressi+e display lineup and many more to support the Walt Disney CompanyDs #oal o &ein# a leader in entertainment it is sa e to say they are )ell on their )ay to accomplishin# this eat, DisneyDs reach is #lo&al( )ith theme par"s in China( :rance( 2apan( and all around the 3nited $tates, They also ha+e Disney stores across the #lo&e sellin# Disney consumer products throu#hout the 3nited $tates and also #lo&ally( &oth )ithin their Disney resorts and theme par"s and in #lo&ally placed retailers, The Disney trademar" is reco#ni5ed all o+er the )orld( once a#ain "eepin# consumers

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Disney E!ic"ey !ouse minded(F and sho)in# )hat "ind o a leader Disney can &e simply throu#h the reach o its #rasps, To &ecome a leader in in ormation Disney has constructed a team o people and en#ineers and tas"ed them or this assi#nment, They call the process o de+elopin# ne) technolo#y Disney 4ma#ineerin#, This is &asically the research and de+elopment section o Disney )hich thin"s up( desi#ns( and implements all aspects o the Walt Disney Company, :rom de+elopin# rides and attractions o DisneyDs theme par"s( )ater par"s( and cruise ships to their Disney resorts( Disney 4ma#ineerin# is in+ol+ed in all de+elopment, The #oal o the Disney 4ma#ineerin# section is to continuously desi#n and implement ne)( un and e1citin# products or the Disney Company that )ill attract( ama5e( and e1cite their customers, By de+elopin# un ne) rides or Disneyland par"s that drop you aster than #ra+ity( ne) mo+ie technolo#ies o erin# cuttin# ed#e +isual e ects( or e+en com&inin# the t)o into one #ut )renchin#( heart stoppin#( screamHo HaH #oodHtime they ha+e reali5ed their #oal, The latest e1ample o inno+ation at the Walt Disney Company is discussed in an issue o Business Wee" on No+em&er %0( and it outlines plans &y Disney to release a mo&ile phone ser+ice in 2apan, Disney )ill &e in+ol+ed in the phone rom the #round up( rom de+elopin# the handsets to dealin# )ith su&scriptions, 4n order to stay true to Disney practices( they )ill &e o erin# content dealin# )ith their characters and distri&utin# cartoons to their su&scri&ers >Telecom *sia( 000?@, The cell phone mar"et is one o the astest #ro)in# mar"ets in the )orld( #ro)in# in leaps and &ounds=H rom %%0(000(000 people in the 3nited $tates in the year 0000 to %;/(000(000 people in just

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Disney 0003 >Ber#man( 0009( and 2ohanson( & Oin#( 0000@, *s the use o cell phones continues to increase at an e1ponential rate it &ecomes more clear ho) important it is to ha+e a sta"e in them( and Disney( reali5in# this( has &ecome a player in the mar"et and is usin# cell phones to spread their company name, To do this they o er many thin#s that are popular amon# cellphone users( such as rin#tones( #raphics or )allpapers( #ames( and te1t messa#e updates, Disney o ers a cellphone in the 3nited $tates( ho)e+er Disney has recently announced it )ill &e discontinuin# their cellphone ser+ice as o the end o the year( Decem&er 3%( 000?, They did not #i+e any speci ic reasons or the cessation >Disneymo&ile,#o,com( 000?@, The utili5ation Disney has made o the mo&ile phone ser+ice &rin#s to li#ht their trend o tar#et mar"etin#, Cellphone users continue to #ro) youn#er as the de+ices &ecome more popular and easier to a ord( and Disney is tryin# to reach them, 4n an article &y !erissa !arr in the Wall $treet 2ournal on No+em&er %/( 000?( this mar"etin# strate#y is sho)n e+en more pro oundly, :or years Disney has attracted youn# #irls throu#h the Disney Princesses Belle( *riel( $leepin# Beauty( $no) White( Cinderella( and 2asmine, No) Disney is under continuous pressure to continue #ro)in# their Disney Princess $ector( and the result is the tar#etin# o e+en youn#er #irls = #irls still in the cri&, To accomplish this Disney )ill &e ma"in# products such as cri&s and +arious in ant products picturin# the +arious princesses and e+en some ne) princesses )ho are due to ma"e their appearances in the near uture >!arr( 000?( B%@,

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Disney The Walt Disney Companys Industry nalysis

The Walt Disney Company is in the entertainment industry, This is a +ery simple )ay o sayin# somethin# much more complicated: The Walt Disney Company is in &usiness to produce entertainin# theatrical productions that are amily oriented and amily riendlyL they are in &usiness to create products and toys that )ill promote their theatrical productions that are &oth entertainin# and sa e or children( and also

stimulatin# enou#h to attract ne) customersL they are in &usiness to entertain amilies )ith children )ho are loo"in# or a un( interacti+e and sa e +acation spot &oth )ith resorts and par"s( and also cruise linesL and inally they are in the &usiness in "eepin# their name reputa&le and su&stantial in a #ro)in# &usiness, * "ey point that is +ery important to stayin# reputa&le in the consumer products industry is sa ety, *n e1treme e1ample o this is portrayed in the Wall $treet 2ournal &y Nicholas Casey on No+em&er 00( 000?, This article hi#hli#hts the pro&lems !attel has &een ha+in# )ith their toy manu acturers in China and lead paint le+els in the paints that are dan#erous or children >B8@, The rise in these dan#ers ha+e raised la)suits a#ainst !attel and Toys E-F 3s( a lead distri&utor( and it is in .uestion )hether or not the !attel Company )ill sur+i+e &ecause its name is no) tarnished, The Walt Disney Company has a lon# history and an esta&lished name( not only in the 3nited $tates &ut throu#hout the )orld, Walt and -oy Disney ounded the Walt Disney $tudios in %/03( produced its irst ull len#th animated eature ilm( $no) White( in %/3?( and the rest is history >Datamonitor( 000?( p, /@, :rom there they #re) into an entertainment po)erhouse ac.uirin# TA channels( &uildin# theme par"s &ased on their

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Disney animated ilms and youth ul dreams( and #ro)in# into one o the most reco#ni5a&lyH named companies in the )orld, 4 The Walt Disney Company )ere to incur a spot on their name in the same )ay !attel su ered due to the lead scandals( ho) )ould Disney areP 4 history )ere to repeat itsel ( it )ould say that a tarnished name spells a &ad ate or any company, *s #enerations chan#e so do their #oals and +ie)s o li e, :or e1ample( the Ba&y Boomer #eneration is +ery )or" oriented and dedicated to their pro essional li e( and sometimes their amily li+es su ered &ecause o it, 7n the other hand( Qeneration R are more amily oriented than their parents #eneration, *s descri&ed &y Lam&( Sair( and !cDaniel in !ar"etin# /th 'dition >0008@( EQen Rers are a hi#hly desired tar#et or tra+el pro+idersNQen Rers ha+e no .ualms a&out ta"in# a mid)ee" trip or un(F >p, 80@, Qeneration R li"e to ta"e spur o the moment trips and are not necessarily as )orried a&out the completion o their jo& tas"s( )hich not only ma"es them more attracti+e to tra+el pro+iders &ut also to companies )ho pro+ide +acation resorts( or( more speci ically( theme par"s, Because the #enerations are chan#in# and amilies are more prone to ta"in# +acations( the entertainment industry is a hot commodity, This produces a demand or entertainment and many opportunities or ne) players to enter the mi1, This also creates a lot o competition( e+en or Disney( a )ellHesta&lished entertainment company, 4n DisneyDs case( a lot o their competitors or their +acation spots are the same as their competitors or their theatrical productions: 3ni+ersal $tudios has theme par"s and( li"e Disney( is a #lo&al or#ani5ation )ith operations in the 3nited $tates( 2apan( $in#apore( Du&ai( and OoreaL Paramount Par"s is a more local e1ample )ith many par"s situated

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Disney throu#hout the 3nited $tates and one in CanadaL and DisneyDs most ad+erse competitor( and the leader in num&ers in the industry o theme par"s and amusement par"s( is $i1 :la#s Theme Par"s )ho is also associated )ith Warner Brothers $tudios >Wi"ipedia,com( 000?@, Disney ho)e+er has the ad+anta#e in its #lo&al reach( )here $i1 :la#s is

domestic, *lso( industry )ide( DisneyDs name and history in the entertainment industry supersedes all o their competitors, The history and name o Disney are +ery important )hen it comes to competition in terms o positionin# their products and ser+ices in the minds o their consumers, Position as de ined &y Sair( Lam&( and !cDaniel >0008@ is( Ethe place a product( &rand( or #roup o products occupies in the consumersD minds relati+e to competin# o erin#s(F >p#, 03%@, The Walt Disney Company utili5es multiple positionin# &ases to their

ad+anta#e( due to their lon#( success ul history, The attri&ute &ase is employed )ithin Disney &y the customer &ene it=Ha amilyH riendly( sa e( un en+ironment that is open or &usiness all year, Disney o ers specials or amilies( such as discounts on li#hts( car rentals and hotel rooms=many are seasonal= to attract more people to their par"s( and this tactic is considered in the price and .uality &ase indicatin# a +alue &ar#ain to their potential customers, But the most important positionin# &ase utili5ed &y the Walt Disney Company is the one that distinctly sets them apart rom any o their competitors: 'motion >Sair( Lam& & !cDaniel( 0008( p, 033@, 'motion is( Eho) the product ma"es customers eel(F >Sair( Lam& & !cDaniel( 0008( p, 033@, This is )here the Disney history comes into play in a hu#e part &ecause( &ein# ounded as a cartoonin# company in %/03 that produced )idely popular childrenDs +ideos( the name Disney has &een a part o peopleDs li+es or a +ery lon# time, 'nterin# a

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Disney place called Disneyland( )hich em&odies the characters e+ery child has enjoyed since %/03( can ha+e the e ect o &rin#in# the ond memories o their childhood &ac" to them( producin# a sense o eternal youth, *nother ad+anta#e or Disney is that not only can it ha+e an attractin# e ect on adults( &ut &ecause Disney is no) a po)erhouse in the entertainment industry and reco#ni5ed throu#hout the )orld( they can attract children o +arious a#es, Disney can attract youn#er children )ho identi y )ith the Disney

characters and enjoy seein# them in ull li e orm, Disney can also attract the older children )ho still identi y )ith the characters in the orm o "no)in# them and enjoyin# the mo+ies they ha+e seen them in( &ut also enjoy the themed rides that eature their a+orite mo+ies and characters in them, To conclude the industry analysis the entertainment &usiness is a #ro)in# &usiness due to the chan#e in demo#raphics and the orientations o todayDs #enerations, Disney has a stron# oothold in the industry( a eat accomplished mainly due to their history and roots in the *merican culture, Their reach to the our corners o the 3nited $tates and &eyond has aided DisneyDs stron#hold on the entertainment industry,

The Walt Disney Companys S!W!O!T nalysis

There are our thin#s an or#ani5ation should consider and analy5e durin# +arious sta#es throu#hout the iscal year that are crucial to "eepin# up )ith the competition and #i+in# a relati+ely accurate perspecti+e on )here they stand, Those our thin#s are the companies $tren#ths( Wea"nesses( 7pportunities and Threats >o ten re erred to as the $W7T analysis@, The $W7T analysis helps an or#ani5ation understand the current and

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Disney potential en+ironment or their particular product and ser+ice >Sair( Lam& & !cDaniel( 0008( p, 90@ )hich allo)s them to adjust their mar"etin# tactics in order to help ocus their strate#y, When doin# a $W7T analysis it is important to reco#ni5e that the

$tren#ths and Wea"nesses are internal re lections( )hereas the 7pportunities and Threats are e1ternal re lections,

The Walt Disney Com any!s St"en#ths <4 "ne) i this &usiness )as e+er to #et any)here( i this &usiness )as e+er to #ro)( it could ne+er do it &y ha+in# to ans)er to someone unsympathetic to its possi&ilities( &y ha+in# to ans)er to someone )ith only one thou#ht or interest( namely pro its, :or my idea o ho) to ma"e pro its has di ered #reatly rom those )ho #enerally control &usinesses such as ours, 4 ha+e &lind aith in the policy that .uality( tempered )ith #ood jud#ment and sho)manship( )ill )in a#ainst all odds,< =Walt Disney >Disney Dreamer 000?@, Walt Disney had many ideas that helped the Walt Disney Company #ain the stren#th o ha+in# such a tremendous oothold in the mar"et to this dayL The Walt Disney Company is the second lar#est media and entertainment corporation in the )orld( a ter Time Warner( accordin# to :or&es, 4n a report &y Datamonitor >000?@ the Walt Disney Company( to#ether )ith its su&sidiaries( is a di+ersi ied entertainment company, 4t o)ns media net)or"s as )ell as par"s and resorts, 4t also ma"es mo+ies and mar"ets consumer products, :urthermore( the company clearly has de+eloped a +ery stron# and )ell "no)n <&randHname and ima#e< o+er many years, Disney has one the most reco#ni5ed and

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Disney po)er ul &rand names in the entertainment industry, *ccordin# to Datamonitor 000?( the Walt Disney Company )as ran"ed 8th in the Top %00 Qlo&al Brands ran"in# o the BusinessWee" !a#a5ine and 4nter&rand( a &randin# consultancy( in 000M, Not only does the company ha+e a stron# corporate &rand( they ha+e additional &rands such as '$PN >one o the &i##est sports channels in the )orld@( !irama1( Touchstone( and Pi1ar, These( &ein# other &rands o Disney( ha+e hi#h &rand e.uity, Because o this( the a+aila&ility o enterin# ne) &usinesses and &ein# a&le to produce ne) &rand products is .uite accessi&le, *ccordin# to Telephonyonline( the Walt Disney Company is attemptin# to e1pand and team )ith $print to create a mo&ile +irtual net)or" operator >!AN7@ ser+ice that tar#ets amilies )ith children and adult Disneyphiles, With this said( they are #oin# a di erent direction to e1pand their already &road product port olio, The company already operates throu#h our di erent &usiness se#ments, These se#ments consist o media net)or"s( par"s and resorts( studio entertainment and consumer products,

The Walt Disney Com any!s Wea$nesses T)o o the Walt Disney CompanyDs main )ea"nesses relate )ith a #reat possi&ility o pro&lems, The idea o DisneyDs re.uent chan#e in top mana#ement and the tremendous amount o employees is )here the pro&lems all arri+e, *s o $eptem&er 000?( there )ere %30( 000 people )or"in# or Disney in some )ay or another, By e1pandin# their &road product port olio and #ainin# many di erent niches it #i+es them a &i##er ima#e( &ut it also means that there are #oin# to &e that many more )or"ers, This

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Disney means #reater possi&ilities or miscommunication and a hi#h chance or a &ureaucracy in the company, The most recent )ea"ness o the Walt Disney Company has come rom Son# Oon# Disneyland -esort, *ccordin# to many( the resort has yet to li+e up to the e1pectations o DisneyDs resorts and par"s, EThe 8%,8 &illion theme par" has only %M attractions( only one o )hich is a classic Disney thrill ride >$pace !ountain@( compared to ;0 at Disneyland -esort Paris, * recent study o Son# Oon# Polytechnic 3ni+ersity sho)ed that ?0T o the local residents had a ne#ati+e opinion o Son# Oon# Disneyland -esort,F >Datamonitor( 000?@, 4 the do)n)ard slopin# per ormance o this resort continues( the ima#e o the Disney Company )ill also start to ta"e that direction,

The Walt Disney Com any!s % o"t&nities The mar"ets o #lo&ali5ation, today are &ecomin# more +ersatile to outsourcin# and

The trend to)ards #lo&ali5ation is not immune to the entertainment

&usiness and The Walt Disney Company is re+ealin# this &y e1pandin# outside o the 3nited $tates and o erin# theme par"s in :rance( 2apan and China, *ccordin# to

Datamonitor( nearly 0;T o their operatin# income comes rom outside the 3nited $tates and Canada >Datamonitor( 000?( p#, 00@, *nother e1pansion opportunity rom 3,$, soil )as mentioned earlier re#ardin# the Disney Cruise Line( a ser+ice )ell placed and #ro)in# in popularity, *nother opportunity or Disney )as also mentioned earlier considerin# Disney and their 4ma#ineerin# section, -esearch and De+elopment has promised to pro+ide ne)

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Disney attractions such as the :indin# Nemo $u&marine Aoya#e presentin# an Eunder the sea e1perienceF or consumers >Datamonitor( 000?( p#, 03@,

The Walt Disney Com any!s Th"eats Threats that are more pre+alent in the era o #lo&ali5ation are the la)s and re#ulations o other countries, There is a need or constant monitorin# o the di erences in the la)s o other countries and the 3nited $tates )hen or#ani5ations are outsourcin#, 4n DisneyDs case their theme par"s must meet the sa ety re#ulations o the countries in )hich they operate in order to stay in &usiness and maintain their international status, *s )ith any &usiness a main aspect o the Threat analysis is the competition, The analysis o )hat competitors are sellin#( ho) they are sellin# it( )hether or not they are sellin# it e ecti+ely and pro ita&ly and ho) your product or ser+ice di erentiates rom theirs is a crucial )ay to "no) ho) to attract more customers to your or#ani5ation, 4n the case o The Walt Disney Company and the theme par" industry there are many competitors( such as Paramount Par"s( 3ni+ersal $tudios and $i1 :la#s Theme Par"s( as mentioned earlier, So)e+er( there are many other less +isi&le competitors that one mi#ht not naturally thin" o )hen assessin# the competiti+e mar"et in )hich Disney deals, :or e1ample( there are hundreds o )ater par"s and +arious unple1es that can also &e considered as cheaper or more +alua&le competition or Disney, Competition( in any orm( can diminish DisneyDs mar"et share in the entertainment industry >Datamonitor( 000?( p#, 03@,

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Disney

The Walt Disney Companys Marketing Mi"

*ccordin# to Lam&( Sair( and !cDaniel in !ar"etin# /th 'dition >0008@( Ethe mar"etin# mi1 is a uni.ue &lend o product( place( promotion and pricin#(F >p, 98@, Those our Ps are the s"eletal aspects or a product industry( ho)e+er( it is clear that The Walt Disney Company does not solely pro+ide products &ut also( in the case o their theme par"s( they are pro+idin# a ser+ice, There ore( three additional Ps are needed people( process( and presentation,

The 'o&" Ps o( The Walt Disney Com any The Walt Disney Company is +ery #ood at the product and placin# aspects o the our Ps( resultin# rom o+er ei#hty years e1perience in the &usiness, This history has #i+en them an ad+anta#e o instinct and amiliarity )hen it comes to sellin# their products, *s ne) theatrical productions are released( it allo)s or ne) product lines &ased o the eatureDs characters to &e made and sold in strate#ically placed stores

throu#hout the 3nited $tates, The stores are located in malls and super centers( in ur&an locations in order to or them to &e +isi&le( and they are nationally located )ithin their theme par"s )here they )ill &e hea+ily sou#ht a ter &y ea#er +acationin# amilies, The ne1t t)o Ps are promotion and pricin#, Promotion is intert)ined throu#hout The Walt Disney Company( sur acin# in theatrical productions( &oo"s( consumer products and theme par"s, '+ery aspect o Disney promotes not only itsel &ut e+ery

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Disney other aspect as )ell in a circular rotation and( as -oy Disney )as .uoted earlier( E"eeps JconsumersK !ic"ey !ouse minded,F $ince Disney is a amily oriented company they )ant to &e a&le to attract amilies o median incomes, There ore( the pricin#( relati+e to the theme par"s and true to the pricin# strate#y is( Ethe .uic"est element to chan#e(F >Sair( Lam& & !cDaniel( 0008( p, 9/@, The prices or admission are su&ject to the seasons, Disney ads on tele+ision are o ten seen o erin# pac"a#es or Eround trip air are or cheap(F E"ids ly ree(F and Ehotel pac"a#esF all to attract consumers to their par"s and resorts,

The Th"ee A))itional Ps o( The Walt Disney Com any To address the three additional Ps >people( process( and presentation@ Disney has constructed its o)n 3ni+ersity that employees must attend and complete &e ore e+er &ein# allo)ed to )or" at a Disney Theme Par", *ccordin# to 2im Cunnin#ham the customer ser+ice o The Walt Disney Company is "no)n as &ein# the &est in the )orld( and Disney 3ni+ersity emphasi5es t)o "ey points: EThe ront line is the &ottom line(F and( E4tDs %0 percent product and /0 percent ser+ice(F >$er+ice( %//?@, This &rea" do)n sho)s DisneyDs de+otion to their customers and their customersD e1periences )hile encounterin# the Disney tradition,

Conclusion

* ter care ul and in depth analysis rom an outside perspecti+e there are many thin#s that )e ha+e ound to &e true: The Walt Disney Company in +ery interdependent

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Disney on its +arious sectionsL it is a #lo&al leader in the industry o entertainmentL and it is a continuously #ro)in# company )ith a stron# oothold on se+eral aspects o &usiness practices, Because Disney depends on itDs studio productions to act not only as an insti#ator o their product lines( &ut also as a continuous ad+ertisement( e+erythin# seems to &e codependent on this startin# point, The studio productions seem to #et the &all rollin#( pro+idin# characters to &ase their products a ter( and themes to model their attractions, Because o the rich selection Disney has rom )hich to produce its products and attractions( it ena&les Disney to ha+e many options and opportunities to e1pand their product lines, They certainly are a leader in the domestic mar"et in the 3nited $tates( and )ith their reach into many di erent di+erse countries their #lo&al e1pansion is also amon# the tops in the industry, The most &asic #oal o The Walt Disney Company is( ETo ma"e people happy,F Because they ha+e &een producin# ilms or children since %/03( and their a&ility to in+o"e a eelin# o eternal youth just throu#h the mention o their name( it )ould seem that they ha+e done an e1cellent jo& in ul illin# that #oal,

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Disney #$%$#$&C$S Ber#man( !i"e >0009@, 3,$, Cell phone use up more than 300 percent( $tatistical a&stract reports, 4n 3,$, Census Bureau Ne)s J7nlineK, *+aila&le: http:CC))),census,#o+CPressH -eleaseC)))CreleasesCarchi+esCmiscellaneousC003%3M,html Casey( N, >000?( No+em&er 00@, Cali ornia $ues Toyma"ers 7+er Lead -is", The Wall $treet 2ournal, pp, B8, Sair( :, 2r,( & Lam&( C, W,( & !cDaniel( C >0008@, !ar"etin# /th 'dition, 7hio: Thomson Si#her 'ducation, 2ohanson( Lars( & Oin#( Qlenn >0000@, Cell phone users surpass %00 million( accordin# to ne) statistical a&stract, 4n 3,$, Census Bureau Ne)s J7nlineK, *+aila&le: http:CC))),census,#o+CPressH -eleaseC)))CreleasesCarchi+esCpopulationC00099M,html 2ud#e( T,( & -o&&ins( $, P, >000?@, 7r#ani5ational Beha+ior: %0th 'dition, Ne) 2ersey: Pearson Prentice Sall, !arr( !, >000?( No+em&er %/@, Disney -eaches to Cri& to '1tend Princess !a#ic, The Wall $treet 2ournal( pp, B%, !ichael 'isner Bio#raphy >000?( No+em&er 8@, DisneyDs Dream)ea+er J7nlineK, *+aila&le: http:CC))),achie+ement,or#CautodocCpa#eCeis0&ioH% 7&erleitner( C, W, >000?@, -,4,P = EThe Sappiest Place on 'arth,F 4n The Business o $ho) J7nlineK, *+aila&le: http:CC))),o&emediaone,comCpa#esC&usinessIo Isho)C&osI000?C%0H %MI-4PITSP7',htm -o)an( D, >000;( Decem&er %/@, DisneyDs !ar"etin# !ena#erie, The Times J7nlineK, *+aila&le: http:CC))),timesonline,co,u"CtolCcommentCcolumnistsC#uestIcontri&utorsCarticle? M?M0M,ece $er+ice( D, >%//?@, Disney 3ni+ersity: No !ic"ey !ouse Customer $er+ice JonlineK, *+aila&le: http:CC))),emory,eduC'!7-6I-'P7-TCerarchi+eC%//?C:e&ruaryC'- e&,3C0I3 I/?Disney,html Telecom *sia >000?( No+em&er %0@, Disney Plans to Launch !o&ile Phone $er+ice in 2apan, Business Wee" J7nlineK, *+aila&le:

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Disney http:CC))),&usiness)ee",comC#lo&al&i5CcontentCno+000?C#&000?%%%0IM0/88?,h tmPchanUtopVne)sItopVne)sVinde1I#lo&alV&usiness The Walt Disney Company >000?( $eptem&er 0M@, Datamonitor: Company Pro ile J7nlineK, *+aila&le at http:CC))),datamonitor,com The Walt Disney Company >000?@, Who We *re, Corporate Disney J7nlineK, *+aila&le: http:CCcorporate,disney,#o,comCcareersC)ho,html The Walt Disney Company >000?@, Disney !o&ile J7nlineK, http:CCdisneymo&ile,#o,comChomeChomepa#e,html *+aila&le:

Wi"epedia Co,( ed, <*musement Par",< Widipedia, 3 Dec, 000?, 00 No+, 000? http:CCen,)i"ipedia,or#C)i"iC*musementIpar"

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