Menu

Case Study: Disney Questions

0 Comment

Do a brief market opportunity analysis for Disney, identifying the majormarkets that Disney has expanded into. Which girl never wanted to be Cinderella? However, as time goes by and children leave the fantasy world and that world does not catch the heart and the brain of new children something must be changed. And this is why marketing wise men is made for! Being the most important company inside the animation business the Walt Disney Company guided by the new CEO Bob Iger decided to face the changes on the market in order to regain their declining position.

Those shows that no one can take a market for granted, even the big ones. When happy ends and lovely fairy tales are no longer convincing something must be done. Changes in the society and the new technologies developed a new approach among the Animation Studios. As the first big Studio in the area and the developers of the animation movies market the Walt Disney Company faced a decrease on its consumers and profits. Remould the company’s marketing concepts and introducing new marketing plans Bob Iger put Disney back to the top.

With the right approach Iger expanded the target market from the younger children to teenagers and even adults. They could bring back theyoung children, and diversify it caught the hard sustainable niche from 6-14 guys and in some cases adults. Other initiatives such as moving the TV channel to the basis cable and producing local versions enables a broad audience while programs like Hannah Montana on Disney’s Channel and movie 2. How does Disney’s cross-platform franchising help create sustainablecompetitive advantage?

Direct the focus of the changes to the stable of franchises enabled the WaltDisney Company to research and construct different strategies for each market nichethat they planned to go through. Therefore they could keep the company’s vision statement while diversifying the target markets. Doing so Disney avoid the risk ofmarketing myopia orientating its products (old and new ones) to the audience wishes(or customers needs). As a factory of dreams the company must realize that themarket and the society are in an incessant change and they must understand andfollow their needs.

On the other hand, the segmentation may reduce the impact ofproblems or losses as well. The Disney’s cross-platform franchising consists on the application of a marketsegmentation strategy. Clustering the market into different groups Disney canunderstand the dynamics of each group and develop different strategies to them. Thesegmentation also gives the company the possibility of enlarge into a range of markets and profits. Managing each franchise they also can analyze and apply thegrowth strategies on its four different ways.

For example by moving the TV channel tothe basis cable they practice the marketing penetration; by producing local versionsto the key global markets they practice the product development; by constructing anew theme park in Hong Kong they practice the market development; and producingmovies as Pirates of the Caribbean they practice the market diversification. 3. Describe the marketing mix for one of Disney’s franchises. When children grows up and become teenagers they want to be recognized astheir new ‘Status more than a child however not adults.

Understanding theexpectations of that market and facing them as great consumers Disney has createda new range of series. To meet the expectations of this market they have creatednew products such as Hannah Montana and the High School Musical. Speciallyprepared for teenagers they came to the market in a chain of products such as TVseries, movies, music concerts, clothes and stationary. That way they tried to coveralmost all of the teenagers possible needs while uses the teenagers themselves topromote the brand whereas is part of the acceptation of this age group to be in thetrends.

The most important here is to sell a way of life, an expectation and a trend -and this is what should guide the promotions. The group acceptation is also a goodcompensation for the prices since what is being sold is an idea more than a needrewarding the production costs for the company and for consumers to purchase. Finally, about the place, in this case Disney keeps in contact to the market using theirown TV channel, their franchise for music records Disney Hollywood Records and arange of middlemen spread around the world as the contract they have with Globo,which is the exclusive partner on the open TV in Brazil. . Describe the major components of Bob Iger’s strategic plan. Analyses of the internal situation, strengths and weaknesses, and which wasthe role of the company at the market and what to do to reverse the stagnation. Identify what are the changes on the market and convert the weaknesses, for example the narrowing of the target market, into strengths by adopting the marketing segmentation to identify the different niches of the market and developed a better knowledge and approaches for each of them .

Describe the major components of Bob Iger’s strategic plan. Analyses of the internal situation, strengths and weaknesses, and which wasthe role of the company at the market and what to do to reverse the stagnation. Identify what are the changes on the market and convert the weaknesses, for example the narrowing of the target market, into strengths by adopting the marketing segmentation to identify the different niches of the market and developed a better knowledge and approaches for each of them . Describe the major components of Bob Iger’s strategic plan. Analyses of the internal situation, strengths and weaknesses, and which wasthe role of the company at the market and what to do to reverse the stagnation. Identify what are the changes on the market and convert the weaknesses, for example the narrowing of the target market, into strengths by adopting the marketing segmentation to identify the different niches of the market and developed a better knowledge and approaches for each of them

Leave a Reply

Your email address will not be published. Required fields are marked *