Disney Marketing Analysis

8/13/2019 Disney Marketing Analysis

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Disney

The Walt DisneyCompany

Danjel Lessard & Lauren Northcutt

Business 308: Principles o !ar"etin#Proessor $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 #loal 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 %/3 and

)ith the su##estion o -oy( it soon )as renamed The Walt Disney $tudio, *ter our

years o success and proit( Walter and -oy e1perienced a usiness set ac" )hen they

ound their ilm distriutor !,2, Win"ler had stolen their cartoon characters and

animators in attempt to undercut them, With the help rom their chie and loyal animator(

4)er"s( Walt created !ortimer !ouse( )hich )as renamed !ic"ey !ouse y his

)ie, The irst cartoon )ith synchroni5ed sound )as released at the Colony Theater in

Ne) 6or"( No+emer %8( %/8, Walt Disney )on its irst *cademy *)ard or Best

Cartoon in %/3 and continued to e honored )ith an 7scar e+ery year or a decade, Walt

Disney consumer products started )hen Walt and -oy accepted 300,00 rom a man that

insisted !ic"ey should e applied to paper to)els or school children, The company

ecame pulic in %/90 and ollo)ed )ith the release o i+e successul eature ilms(

includin# $no) White( antasia( Pinocchio( Bami and Dumo, 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 successul a+enue or its

ans,

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Disney

http:))),corporate,

disney,#o,comcareers)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 undeniale dispute that The Walt Disney Corporation has created an

empire that is unmatchale, 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

Beore a company e+en e#ins to loo" at its ojecti+es( and mar"etin# strate#y(

they must irst decide )hat they are sellin#( and )ho they )ant to sell it to, * successul

mar"etin# plan re.uires a clearly deined 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 deined tar#et mar"et represents one reason )hy

the Walt Disney Company has een so successul since their pulic start in %/90, Walt

and -oy Disney started this company not to satisy e+ery consumers needs( ut simple

ETo ma"e people happy,F This .uic"ly se#mented the Walt Disney Companys mar"et

into children till the a#e o aout t)el+e, *ter many years( it )as soon reali5ed that the

tar#et mar"et is not only youn# children( ut oten 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 its one thin# to ma"e a #reat mo+ie that "ids are e1cited aout ut the eorts

oten all short i parents dont appro+e o it,



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Disney

The Walt Disney Companys 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 Disneylands ;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: http:))),usatoday,commoneymedia00;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 dierent type o tar#et mar"et, EThe Walt

Disney Co,s 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#niicant 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:telephonyonline,comma#telecomIser+ice

Ipro+idersItar#et@,

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 ojecti+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 pulished y

the London Times( ormer Chie '1ecuti+e 7icer !ichael 'isner )as .uoted as sayin#(

EWe JThe Walt Disney CompanyK ha+e no oli#ation to ma"e art, To ma"e money is our

only ojecti+e(F >-o)an( 00;@, *t the time 'isner )as C'7 o Disney rom %/89=

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theatrical productions or children( teens and adults o all a#es tele+ision stations

tar#etin# a )ide +ariety o audiences = *BC or ne)s and amilies( the Disney Channel

or children( '$PN( '$PN( '$PN'W$( and '$PN or the sports anatics and e+en

$7*Pnet or the stay at home mothers and athers 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 +acation and one o their ne)est additions is the Disney Cruise Line

that tour the Bahamas and Cariean 4slands and e+en ma"e a stop at Disneys pri+ately

o)ned Casta)ay Cay 4sland >Walt Disney Co,( 00?@,

Disneyland in particular( the irst par" e+er to construct rides( sho)s and

attractions around separate themes=the themes o Walt Disneys motion pictures

>Wi"ipedia,com( 00?@=)as constructed and dedicated y Walt Disney to those people

)ho )ant to Ereli+e memories o the past and JthatKyouth may sa+or(F >Wi"ipedia,com(

Disneyland( 00?@, 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 rememer 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

Companys #oal o ein# a leader in entertainment it is sae to say they are )ell on their

)ay to accomplishin# this eat, Disneys reach is #loal( )ith theme par"s in China(

rance( 2apan( and all around the nited $tates, They also ha+e Disney stores across the

#loe sellin# Disney consumer products throu#hout the nited $tates and also #loally(

oth )ithin their Disney resorts and theme par"s and in #loally 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 inormation 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 Disneys 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 oerin# cuttin# ed#e +isual

eects( or e+en cominin# the t)o into one #ut )renchin#( heart stoppin#( screamHoHaH

#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+emer %( and it outlines plans y Disney to release a

moile 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 suscriptions, 4n order to stay true to

Disney practices( they )ill e oerin# content dealin# )ith their characters and

distriutin# cartoons to their suscriers >Telecom *sia( 00?@, The cell phone mar"et is

one o the astest #ro)in# mar"ets in the )orld( #ro)in# in leaps and ounds=Hrom

%%0(000(000 people in the nited $tates in the year 000 to %;/(000(000 people in just



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Disney

003 >Ber#man( 009( and 2ohanson( & Oin#( 00@, *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 oer many thin#s that are

popular amon# cellphone users( such as rin#tones( #raphics or )allpapers( #ames( and

te1t messa#e updates, Disney oers a cellphone in the nited $tates( ho)e+er Disney

has recently announced it )ill e discontinuin# their cellphone ser+ice as o the end o

the year( Decemer 3%( 00?, They did not #i+e any speciic reasons or the cessation

>Disneymoile,#o,com( 00?@,

The utili5ation Disney has made o the moile 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 aord( and Disney is tryin# to reach them, 4n an

article y !erissa !arr in the Wall $treet 2ournal on No+emer %/( 00?( this mar"etin#

strate#y is sho)n e+en more prooundly, 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 cris and +arious inant

products picturin# the +arious princesses and e+en some ne) princesses )ho are due to

ma"e their appearances in the near uture >!arr( 00?( 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 riendly they are in usiness to create products and toys that )ill promote their

theatrical productions that are oth entertainin# and sae or children( and also

stimulatin# enou#h to attract ne) customers they are in usiness to entertain amilies

)ith children )ho are loo"in# or a un( interacti+e and sae +acation spot oth )ith

resorts and par"s( and also cruise lines and inally they are in the usiness in "eepin#

their name reputale and sustantial in a #ro)in# usiness,

* "ey point that is +ery important to stayin# reputale in the consumer products

industry is saety, *n e1treme e1ample o this is portrayed in the Wall $treet 2ournal y

Nicholas Casey on No+emer 0( 00?, This article hi#hli#hts the prolems !attel has

een ha+in# )ith their toy manuacturers 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 s( a lead distriutor( 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 estalished name( not only

in the nited $tates ut throu#hout the )orld, Walt and -oy Disney ounded the Walt

Disney $tudios in %/3( produced its irst ull len#th animated eature ilm( $no) White(

in %/3?( and the rest is history >Datamonitor( 00?( 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 youthul dreams( and #ro)in# into one o the most reco#ni5alyH

named companies in the )orld, 4 The Walt Disney Company )ere to incur a spot on

their name in the same )ay !attel suered due to the lead scandals( ho) )ould Disney

are 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 lie, or e1ample( the Bay

Boomer #eneration is +ery )or" oriented and dedicated to their proessional lie( and

sometimes their amily li+es suered ecause o it, 7n the other hand( Qeneration R are

more amily oriented than their parents #eneration, *s descried y Lam( Sair( and

!cDaniel in !ar"etin# /th'dition >008@( EQen Rers are a hi#hly desired tar#et or

tra+el pro+idersQen Rers ha+e no .ualms aout 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

aout 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

speciically( 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 )ellHestalished entertainment company, 4n

Disneys case( a lot o their competitors or their +acation spots are the same as their

competitors or their theatrical productions: ni+ersal $tudios has theme par"s and( li"e

Disney( is a #loal or#ani5ation )ith operations in the nited $tates( 2apan( $in#apore(

Duai( and Oorea Paramount Par"s is a more local e1ample )ith many par"s situated

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Disney

throu#hout the nited $tates and one in Canada and Disneys most ad+erse competitor(

and the leader in numers 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(

00?@, Disney ho)e+er has the ad+anta#e in its #loal reach( )here $i1 la#s is

domestic, *lso( industry )ide( Disneys 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 deined y Sair( Lam( and !cDaniel >008@ is( Ethe place a product( rand(

or #roup o products occupies in the consumers minds relati+e to competin# oerin#s(F

>p#, 3%@, The Walt Disney Company utili5es multiple positionin# ases to their

ad+anta#e( due to their lon#( successul history,

The attriute ase is employed )ithin Disney y the customer eneit=Ha amilyH

riendly( sae( un en+ironment that is open or usiness all year, Disney oers 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( 008( p, 33@,

'motion is( Eho) the product ma"es customers eel(F >Sair( Lam & !cDaniel(

008( p, 33@, This is )here the Disney history comes into play in a hu#e part ecause(

ein# ounded as a cartoonin# company in %/3 that produced )idely popular childrens

+ideos( the name Disney has een a part o peoples li+es or a +ery lon# time, 'nterin# a



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place called Disneyland( )hich emodies the characters e+ery child has enjoyed since

%/3( can ha+e the eect 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# eect 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 identiy )ith the Disney

characters and enjoy seein# them in ull lie orm, Disney can also attract the older

children )ho still identiy )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 todays #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 nited

$tates and eyond has aided Disneys 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 >oten reerred to as the

$W7T analysis@, The $W7T analysis helps an or#ani5ation understand the current and



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potential en+ironment or their particular product and ser+ice >Sair( Lam & !cDaniel(

008( 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 relections( )hereas the 7pportunities and Threats

are e1ternal relections,

The Walt Disney Comany!s St"en#ths

Disney

Dreamer 00?@,

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 day The Walt Disney

Company is the second lar#est media and entertainment corporation in the )orld( ater

Time Warner( accordin# to ores, 4n a report y Datamonitor >00?@ the Walt Disney

Company( to#ether )ith its susidiaries( is a di+ersiied 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


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Disney

po)erul rand names in the entertainment industry, *ccordin# to Datamonitor 00?( the

Walt Disney Company )as ran"ed 8th in the Top %00 Qloal Brands ran"in# o the

BusinessWee" !a#a5ine and 4nterrand( a randin# consultancy( in 00M, 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+ailaility o enterin# ne) usinesses and ein# ale to produce ne) rand products is

.uite accessile,

*ccordin# to Telephonyonline( the Walt Disney Company is attemptin# to e1pand and

team )ith $print to create a moile +irtual net)or" operator >!AN7@ ser+ice that tar#ets

amilies )ith children and adult Disneyphiles, With this said( they are #oin# a dierent

direction to e1pand their already road product portolio, The company already operates

throu#h our dierent usiness se#ments, These se#ments consist o media net)or"s(

par"s and resorts( studio entertainment and consumer products,

The Walt Disney Comany!s Wea$nesses

T)o o the Walt Disney Companys main )ea"nesses relate )ith a #reat

possiility o prolems, The idea o Disneys re.uent chan#e in top mana#ement and the

tremendous amount o employees is )here the prolems all arri+e, *s o $eptemer

00?( there )ere %30( 000 people )or"in# or Disney in some )ay or another, By

e1pandin# their road product portolio and #ainin# many dierent 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 possiilities 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 Disneys resorts and par"s, EThe %,8 illion theme par" has only %M

attractions( only one o )hich is a classic Disney thrill ride >$pace !ountain@( compared

to ; at Disneyland -esort Paris, * recent study o Son# Oon# Polytechnic ni+ersity

sho)ed that ?0 o the local residents had a ne#ati+e opinion o Son# Oon# Disneyland

-esort,F >Datamonitor( 00?@, 4 the do)n)ard slopin# perormance o this resort

continues( the ima#e o the Disney Company )ill also start to ta"e that direction,

The Walt Disney Comany!s %o"t&nities

The mar"ets o today are ecomin# more +ersatile to outsourcin# and

#loali5ation, The trend to)ards #loali5ation is not immune to the entertainment

usiness and The Walt Disney Company is re+ealin# this y e1pandin# outside o the

nited $tates and oerin# theme par"s in rance( 2apan and China, *ccordin# to

Datamonitor( nearly ; o their operatin# income comes rom outside the nited $tates

and Canada >Datamonitor( 00?( p#, @, *nother e1pansion opportunity rom ,$, 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)

PUBLISHED BY: KHIZER HAYAT.SWL.PK %M


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Disney

attractions such as the indin# Nemo $umarine Aoya#e presentin# an Eunder the sea

e1perienceF or consumers >Datamonitor( 00?( p#, 3@,

The Walt Disney Comany!s Th"eats

Threats that are more pre+alent in the era o #loali5ation are the la)s and

re#ulations o other countries, There is a need or constant monitorin# o the dierences

in the la)s o other countries and the nited $tates )hen or#ani5ations are outsourcin#,

4n Disneys case their theme par"s must meet the saety 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 eecti+ely and proitaly and ho) your product or ser+ice dierentiates 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( ni+ersal $tudios and $i1 la#s Theme

Par"s( as mentioned earlier, So)e+er( there are many other less +isile 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 +aluale competition or Disney, Competition( in any

orm( can diminish Disneys mar"et share in the entertainment industry >Datamonitor(

00?( p#, 3@,

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The Walt Disney Companys Marketing Mi"

*ccordin# to Lam( Sair( and !cDaniel in !ar"etin# / th'dition >008@( 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, Thereore( three additional Ps are needed

people( process( and presentation,

The 'o&" Ps o( The Walt Disney Comany

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 eatures characters to e made and sold in strate#ically placed stores

throu#hout the nited $tates, The stores are located in malls and super centers( in uran

locations in order to or them to e +isile( and they are nationally located )ithin their

theme par"s )here they )ill e hea+ily sou#ht ater y ea#er +acationin# amilies,

The ne1t t)o Ps are promotion and pricin#, Promotion is intert)ined throu#hout

The Walt Disney Company( suracin# 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 ale to attract amilies

o median incomes, Thereore( 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( 008( p,

9/@, The prices or admission are suject to the seasons, Disney ads on tele+ision are

oten seen oerin# pac"a#es or Eround trip airare 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 Comany

To address the three additional Ps >people( process( and presentation@ Disney has

constructed its o)n ni+ersity that employees must attend and complete eore 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 ni+ersity emphasi5es t)o "ey points: EThe ront line is the ottom line(F

and( E4ts %0 percent product and /0 percent ser+ice(F >$er+ice( %//?@, This rea" do)n

sho)s Disneys de+otion to their customers and their customers e1periences )hile

encounterin# the Disney tradition,

Conclusion

*ter careul 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

PUBLISHED BY: KHIZER HAYAT.SWL.PK %/


20/22

Disney

on its +arious sections it is a #loal leader in the industry o entertainment and it is a

continuously #ro)in# company )ith a stron# oothold on se+eral aspects o usiness

practices, Because Disney depends on its 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 ater( and themes to model their

attractions,

Because o the rich selection Disney has rom )hich to produce its products and

attractions( it enales 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 nited $tates(

and )ith their reach into many dierent di+erse countries their #loal 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 %/3( and their aility 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 ulillin# that #oal,



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Disney

#$%$#$&C$S

Ber#man( !i"e >009@, ,$, Cell phone use up more than 300 percent( $tatisticalastract reports, 4n ,$, Census Bureau Ne)s J7nlineK, *+ailale:

http:))),census,#o+PressH-elease)))releasesarchi+esmiscellaneous003%3M,html

Casey( N, >00?( No+emer 0@, Caliornia $ues Toyma"ers 7+er Lead -is", The Wall$treet 2ournal, pp, B8,

Sair( , 2r,( & Lam( C, W,( & !cDaniel( C >008@, !ar"etin# /th 'dition , 7hio:Thomson Si#her 'ducation,

2ohanson( Lars( & Oin#( Qlenn >00@, Cell phone users surpass %00 million( accordin#to ne) statistical astract, 4n ,$, Census Bureau Ne)s J7nlineK, *+ailale:

http:))),census,#o+PressH-elease)))releasesarchi+espopulation00099M,html

2ud#e( T,( & -oins( $, P, >00?@, 7r#ani5ational Beha+ior: %th 'dition , Ne) 2ersey:Pearson Prentice Sall,

!arr( !, >00?( No+emer %/@, Disney -eaches to Cri to '1tend Princess !a#ic, TheWall $treet 2ournal( pp, B%,

!ichael 'isner Bio#raphy >00?( No+emer 8@, Disneys Dream)ea+er J7nlineK,*+ailale: http:))),achie+ement,or#autodocpa#eeis0ioH%

7erleitner( C, W, >00?@, -,4,P = EThe Sappiest Place on 'arth,F 4n The Business o$ho) J7nlineK, *+ailale:http:))),oemediaone,compa#esusinessIoIsho)osI00?%0H%MI-4PITSP7',htm

-o)an( D, >00;( Decemer %/@, Disneys !ar"etin# !ena#erie, The Times J7nlineK,*+ailale:http:))),timesonline,co,u"tolcommentcolumnists#uestIcontriutorsarticle?M?M0M,ece

$er+ice( D, >%//?@, Disney ni+ersity: No !ic"ey !ouse Customer $er+ice JonlineK,*+ailale:http:))),emory,edu'!7-6I-'P7-Terarchi+e%//?eruary'-e,3I3I/?Disney,html

Telecom *sia >00?( No+emer %@, Disney Plans to Launch !oile Phone $er+ice in2apan, Business Wee" J7nlineK, *+ailale:

http://www.census.gov/Press-Release/www/releases/archives/miscellaneous/003136.htmlhttp://www.census.gov/Press-Release/www/releases/archives/miscellaneous/003136.htmlhttp://www.census.gov/Press-Release/www/releases/archives/population/000446.htmlhttp://www.census.gov/Press-Release/www/releases/archives/population/000446.htmlhttp://www.achievement.org/autodoc/page/eis0bio-1http://www.obemediaone.com/pages/business_of_show/bos_2007/10-16_RIP_THPOE.htmhttp://www.obemediaone.com/pages/business_of_show/bos_2007/10-16_RIP_THPOE.htmhttp://www.timesonline.co.uk/tol/comment/columnists/guest_contributors/article767606.ecehttp://www.timesonline.co.uk/tol/comment/columnists/guest_contributors/article767606.ecehttp://www.emory.edu/EMORY_REPORT/erarchive/1997/February/ERfeb.3/2_3_97Disney.htmlhttp://www.emory.edu/EMORY_REPORT/erarchive/1997/February/ERfeb.3/2_3_97Disney.htmlhttp://www.census.gov/Press-Release/www/releases/archives/miscellaneous/003136.htmlhttp://www.census.gov/Press-Release/www/releases/archives/miscellaneous/003136.htmlhttp://www.census.gov/Press-Release/www/releases/archives/population/000446.htmlhttp://www.census.gov/Press-Release/www/releases/archives/population/000446.htmlhttp://www.achievement.org/autodoc/page/eis0bio-1http://www.obemediaone.com/pages/business_of_show/bos_2007/10-16_RIP_THPOE.htmhttp://www.obemediaone.com/pages/business_of_show/bos_2007/10-16_RIP_THPOE.htmhttp://www.timesonline.co.uk/tol/comment/columnists/guest_contributors/article767606.ecehttp://www.timesonline.co.uk/tol/comment/columnists/guest_contributors/article767606.ecehttp://www.emory.edu/EMORY_REPORT/erarchive/1997/February/ERfeb.3/2_3_97Disney.htmlhttp://www.emory.edu/EMORY_REPORT/erarchive/1997/February/ERfeb.3/2_3_97Disney.html


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Disney

http:))),usiness)ee",com#loali5contentno+00?#00?%%%IM0/88?,htmchanUtopVne)sItopVne)sVinde1I#loalVusiness

The Walt Disney Company >00?( $eptemer M@, Datamonitor: Company ProileJ7nlineK, *+ailale at http:))),datamonitor,com

The Walt Disney Company >00?@, Who We *re, Corporate Disney J7nlineK,*+ailale: http:corporate,disney,#o,comcareers)ho,html

The Walt Disney Company >00?@, Disney !oile J7nlineK, *+ailale:http:disneymoile,#o,comhomehomepa#e,html

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