...is to be the voice of the consumers within the organization. High-quality market research has helped secure the long-term future of the business. Analyzing and understanding the data gathered on consumers' behaviors, needs, attitudes and opinions minimizes the risks involved in making marketing decisions. They help the central research team in gathering and interpreting consumer views. These views provide information or insights that ultimately result in the development of new products suitable for a global market. This case study follows the development of a new Disney cosmetics called young beauty aimed for kids, from both boys and girls. This case study will give you a clear picture of how market research has helped New Product Development (NPD). The New product Mainly this product is offered for the kids to have them start using cosmetics like their parents, both boys and girls like to imitate their parents in even small things, and thus Disney thought in pitching the market with this product and the idea was to have a safe product for the kids skins that gives the same look of the adults without affecting them negatively Market research should start with the consumer and serves two purposes: 1) To inform companies about consumer needs and desires. What are the trends in the market? What do consumers want? 2) To give consumers the opportunity to talk to the providers of products and services so that their views are taken into account. Businesses exist in...
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...Case Study #1 – The Walt Disney Company: The Entertainment King Disney has been successful for so long as it successfully created characters and stories that captured the imagination of children and adults alike, and were designed to be timeless and long-lived assets that were protected through copyrights. Throughout its history, management has largely been able to instill and maintain its brand identity and commitment to being family friendly and positive. All of Disney’s brands and businesses created natural synergies through cross-promotion and cross-selling they created synergy. Michael Eisner rejuvenated Disney by initiating several new approaches. The first was to institute a target of 20% return on equity and revenue growth each year. Second, he committed himself to building the Disney brand while still remaining true to its cultural roots. Third, he chose to revitalize Disney’s core business of TV and movie production and bring the Disney brand of family entertainment into the modern age and prove once again Disney could deliver quality content (Golden Girls, Live with Regis & Kathy Lee) Eisner, along with Katzenberg, increased net income in the first 4 years by figuring out ways to maximize profits from existing businesses in the US. One way was the advent of the “financial box” which forced the creative talent to stay within budget when producing a movie or TV show through pursuing undervalued writers and acting talent. Another was the investment in the...
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...ULMS 157 Recruitment, Selection and Performance Management at Epcot Theme Park Introduction This case study examines the concept and management of performance in organizations. In organization and management studies the word performance has two meanings (Fineman, Sims and Gabriel, 2005). On the one hand it simply refers to how well individuals are doing the tasks, duties and job responsibilities assigned to them, whether or not they are achieving output targets and productivity goals, product and service quality standards and meeting customer expectations. It is also refers to personal performance, how well a person is doing in achieving the goals they set for themselves. On the other hand the word performance also relates to how people at work conduct or, more specifically, present themselves to others; how they interact with fellow employees, management, clients, customers, the general public, and so on. In this context the concept of performance takes on a rather different meaning. It refers to how everyday behaviour in organizations is about ‘putting on a performance’. In recent years this latter use of the term ‘performance’ has become increasingly popular in organizational and management studies, and is widely used to illustrate how the nature of everyday behaviour and social interaction at work - verbal and non-verbal communication, such as greetings gestures, posture, etc. - are essentially performances. ’The presentation of self in everyday life’ (Goffman, 1959:...
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...Analysis In the 1980s and 90s Disney was seen as an American icon which was credited to its former CEO Michael Eisner for the company’s success, but following the mid-90s Disney had struggled with “brand fatigue” in that it was mainly associated with young children. Disney’s brand concentrated on this narrow segment of the market and Eisner’s successor, Bob Iger, had plans to broaden Disney’s brand to include tweens, teens, and adults. Iger recognized that Disney was more than just a brand but that its cross platform success with such franchise like Cars would help Disney reinvent itself when it comes to entertainment. Disney’s other platforms includes the Disney Channel, ABC, ESPN, Disney theme parks & resorts, publishing, film, and music label. Bob Iger franchise strategy had been supported by the other moves he put into place at Disney and his top priority as CEO was to revitalized Disney’s animation business. In 2006, Disney bought Pixar for $7 billion dollars, and in that same year Pixar released movie Cars, which grossed $462 million worldwide and over $2 billion in merchandise sales each year. Capitalizing on it’s the use of its franchises, Disney sought to broaden the tween and teenage markets through its multiple company platforms such its Hollywood Records music label and Disney channels with such artists and shows such as the Jonas Brothers, Hannah Montana, High School Musical, the Disney Princess, and the list goes on. Disney also focus attention on being...
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...Clara Machado Mrk333 Disney Case Study 1. Do a brief market opportunity analysis for Disney, identifying the major markets that Disney has expanded into Disney has grown tremendously in the past few years. They have taken advantage of such opportunities of expanding into, movies, merchandise, virtual gaming, theme parks, and websites. Not only have they expanded their goods and services but have reached out to a larger markets. They have reached out to girl and boy tweens. They released their first PG- 13 movie, Pirates of the Caribbean, this helped capture an older target market rather than only appealing to children. 2. How does Disney’s cross-platform franchising help create sustainable competitive advantage? Cross-platforming helps Disney reach larger markets while staying sustainable. They have such platforms in consumer products, theme parks, and record labels. When Disney has a successful franchise they tend to penetrate the market with it. For example they saw that such movies like Cars, Pirates, and Monsters Inc. did extremely well so they will make sequels. They have also added these characters to their theme parks. 3. Describe the marketing mix for one of Disney’s franchises. Pirates of the Caribbean was Disney’s first PG-13 rated film. This helped Disney finally reach a different target market. Pirates of the Caribbean appealed to older kids and even adults. This was the preliminary steps for promoting to the tween boy market, ages 6-14. Pirates...
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...DISNEY STUDY CASE Based on Disney’s business case on Marketing Management Book by Kotler Keller, in my opinion the market research they are using to develop overall products are behavioral research method and observational research that influences to their product by consumer behavior. But these research method only used if we gathered the Disney’s product as one research. In fact, Disney Business Segment and Product divided by 5 (five) segmentation, which means one product to another product not always related but still in the same brand of Disney. Therefore, to analyze market research for different product should be done with different method as well. Here are the Disney Business Segmentation and Products: 1. Walt Disney Studio , with products created films, recording labels, theatrical performance 2. Parks and Resort, with products theme parks, cruise lines, other travel-related assets 3. Disney’s consumer products with varies of branded products 4. Media network, with products television network such as ESPN, ABC, and Disney Channel 5. Interactive media with product podcast, website interactive Research method that Disney applied related to the research approaches and gathered with my personal opinion for five products: 1. Theme park (Disneyland), for this product Disney differentiate it’s customer in terms of (1) their needs and (2) their value to the company by doing behavioral research. Behavioral research is method that used by skimming...
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...1) What does Disney do best to connect with its core consumers? It can be seen from the text that by the 1970s Disney concentrated on customers comprising of children, families and adults. From 1980s, it adopted strategy to reach older audience. Now its market consists of all ages, cultures. Today, it is one of the leading diversified international entertainment company which comprises of five segments: The Walt Disney Studios, Parks and Resorts, Disney Consumer Products, Media Networks a d Interactive Media. This diversification provides sufficient chances for all kinds of customers to select services. Besides, they used emerging technologies to connect with customers. This help customers to be served more conveniently and entertainingly. Disney core value, as committed by its CEO in saying Disney’s greatest challenge today is to keep a 90-year-old brand relevant and current to its core audience while staying true to its heritage and core brand values. 2) What are the risks and benefits of expanding the Disney brand in new ways? It is Disney policy to always seeking for exploring and expanding its markets. Its expansion strategy is applied not only for development in new countries besides United State but also new products and services as well. They themselves invest in foreign countries or take acquisition in the areas such as theme parks, movies, … This helps the company to bring more revenues and profits. Besides, working in entertainment areas, the company should...
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...What does Disney do best to connect with its core consumers? According to the Walt Disney Company, “The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with five segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media” (The Walt Disney Company , 2013). This diversification has a far reaching charm that appeals to parents, youth, and children alike. The appeal to parents includes websites such as Disney Family, Disney Family Deals, and Mom & Family Portfolio (appealing to the single mom as well as family) just to name a few. The appeal includes parenting websites for the parent with a teen, which address areas such as body image, behavior, health & fitness, school & learning, parenting strategies, and dating & sex. For the tweens (ages 8 to 12 years old), they have areas on the website that address areas such as health & nutrition, behavior, school & learning, parenting strategies, sports & activities, and independence & maturity. For the school-age child (ages 6 to 9 year olds), the website addresses areas such as, health & nutrition, behavior & development, school & learning, sports & exercise, play & creativity, and parenting strategies. For the toddler (1 to 3 year olds) mom, the website addresses areas such as, behavior, health & eating, play & learn, potty training, sleep, and parenting strategies. For the parents...
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...Partido ng Manggagawa (Labor Party) - Philippines 09-20-2011 PALEA: SC final decision on FASAP case bolsters petition vs. outsourcing Press Release September 20, 2011 PALEA: SC final decision on FASAP case bolsters petition vs. outsourcing The Philippine Airlines Employees’ Association (PALEA) asserted today that the Supreme Court’s (SC) final decision in favor of the Flight Attendants and Stewards Association’s (FASAP) on the illegal retrenchment case bolsters its position against the outsourcing plan of Philippine Airlines (PAL). “After 13 long years, the SC ruled with finality that PAL is guilty of illegal dismissing 1,400 flight crew at the height of the flag carrier’s financial troubles. Today with PAL awash in PhP 5 billion in income, the courts will clearly decide against the legality of terminating 2,600 ground crew if the judicial process is given due course,” declared Gerry Rivera, PALEA president and vice chair of Partido ng Manggagawa (PM). PALEA congratulated FASAP in its hard won victory. “We salute our brothers and sisters in FASAP for the justice they have achieved after a protracted legal battle. This is the reason we argue that the ruling of the Office of the President on the outsourcing plan is not yet final and executory pending final judicial resolution of the case,” Rivera clarified. Press Release September 20, 2011 PALEA: SC final decision on FASAP case bolsters petition vs. outsourcing The Philippine Airlines Employees’ Association (PALEA) asserted...
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...Question #1 – Why has Disney been successful for so long? The primary reason for Disney’s success is their understanding of a corporate strategy. Since its inception, Disney has successfully utilized its corporate strategy to diversify. This has enabled them to look forward into the future, as well as developing complimenting and cross-promoting business products. They are able to look into the future and foresee upcoming market trends. By expanding their line from movies to theme parks and even cruise ships, Disney has successfully diversified its corporate strategy over and over again. Their corporate strategy is also geared to people across a broad demographic. However, it is the genius of marketing toward children that helps to engrain the culture of Disney into young minds. Those youngsters grow older and pass their love of Disney onto their young children and Disney remains strong. Question #2 – Is Disney diversified along geographic and product lines? Disney is definitely diversified along both geographic and product lines. Disney has created value through various diversification strategies, primarily vertical integration and more specifically forward integration. They have diversified over geographic lines when they built hotels around the world, theme parks, not only in California and Florida, but also in Asia and Europe. Their cruise ships travel all around the world as well and they have over 200 retail stores in North America, over 100 in Europe and 50...
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...What are the key characteristics that enabled Disney to remain successful for so long? * Throughout the years, Disney has come up with remarkable characters like the Mickey Mouse, Alice and the wonderland, lion king, Cinderella. All these characters have been remembered by kids for decades. The creative team at Disney has generated characters and presented them such that they are well applauded by customers. The great quality content has been a trademark in Disney’s every offering. * Disney has the ability to market their content to each generation of children and their parents and it sets them apart from the competition. * Since its first feature animation, Disney has had a strategy of making a wide range of products related to the characters of the movies. Various toys, memorabilia, apparels, books, video games and many other things were stocked in stores around the release time that generated great secondary revenues. * Open & Collaborative Environment: All employees were encouraged to share story ideas in a Gong show hosted by executives of the companies. Since anyone from the company was allowed to bring in ideas, Disney had a broad variety of stories to select from which generated great storylines for Disney and was a key towards their success. * Family friendly brand offering: All of Disney’s offerings have been family oriented, which means their products attracts a bigger audience, in form of kids and their parents. They later targeted adults as...
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...The Walt Disney Company and Pixar Inc.: To Acquire or Not to Acquire? Executive Summary: 3D computer-generated (CG) models changed the way the animation industry worked. The traditional 2D animation used frames that were comprised of hand-drawn cels. These required skills of hundreds of people and it took a lot longer to make. On the other hand, 3D computergenerated required less people, films could be made much faster and at a fraction of competitor’s cost. If there was a change needed to be made to a character, 2D would need to change all its subsequent frames, but 3D had mathematical models to redraw each cel and mimic camera angles. Walt Disney is a company that had mastered the traditional 2D animation. Disney’s Feature Animation unit was known as an open, collaborative environment. Leadership relied on all employees to generate story ideas. “Some of the same features that observers credited for Disney Animations’ success – large staff, large budgets, and lots of time – were blamed for its demise” (pg. 2). In the late 1990s, Disney set up a lab to work on their first 3D CG film but it wasn’t as big of a success as their other movies. Because many staff members needed to be retrained for this new technology, movie releases were pushed back. Throughout this period, Disney relied on revenue and characters produced by a company who excelled in 3D CG animation, Pixar. Pixar used its own proprietary computer animation technology that generated incredibly lifelike 3D images and...
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...The September 6, 1999 Fortune article entitled, “Eisner’s mousetrap,” describes the well known Disney Company as a large organization ($24 billion in revenue in 1999) that “has simply stopped growing.” The status of the company was examined in detail by the article and a number of problems were revealed. This paper is based on the information provided by the article and is divided into two sections. The first section discusses four reasons for the difficulties currently confronting the Disney Company. The second section offers suggestions that would allow Disney to addresses the difficulties it now faces as it successfully changes. Reasons Why Disney is Facing Difficulties The myriad of problems facing Disney can be traced to four causes. The difficulties began with a dramatic shift in the strategic context under which the company operates. This shift highlighted shortcomings in the company’s structure and culture. And CEO Michael Eisner’s hands-on, meddlesome approach has thwarted efforts to turn around the company. Disney’s strategic context. Tushman and O’Reilly define strategic context as three key factors that help managers understand the opportunities and constraints that fie before their organizations. The factors are: (1) the environment in which the organization operates, (2) the resources available to the organization, and (3) the history of the organization. The strategic context is the vital first step in Tushman and O’Reilly’s congruence model. Once the strategic...
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...Governing the House of the Mouse: Corporate Governance at Disney from 1984-2006 CASE ASSIGNMENT At the departure of Eisner, Chairman George Mitchell and new CEO Robert Iger are preparing to move the company forward. They have invited your consulting firm to meet with the new Board of Directors and discuss the situation at Disney. To familiarize yourself with the client, your first task is to prepare a background report which analyzes Disney's business environment and strategy. 1. What external forces and industry conditions have had an impact on Disney's performance over the years? 2. How did the internal organization and culture at Disney influence its performance? 3. How has Disney strategically responded to its competitive environment and internal capabilities? You have been asked to present a five-minute overview of the root causes of Disney's governance issues. The content of this brief presentation should achieve the following goals. 4. Identify the causes and consequences of the Board of Directors' ineffectiveness. 5. Highlight other governance weaknesses that have made Disney vulnerable to managerial opportunism. To be prepared for the ensuing discussion, you'll also need to be familiar with the following items. 6. How have governance mechanisms at Disney been used in the past, and what was their effect? 7. What unprecedented maneuvers were made by Disney stakeholders to overcome internal governance weaknesses? During the discussion,...
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...What does Disney do best to connect with its core consumers? Justify the strategies used by Disney. Disney runs a customer-oriented business that brings the company much profit. At the same time, it also has developed several ways to target its core consumers. In my opinion, what Disney has done to connect with them is quite essential. Firstly, Disney starts to involve new business. After 90-year development, customers expect Disney can create something new to make them interested. As soon as Disney realizes their demands, it introduces Disney Channel, Touchstone Pictures and Touchstone Television. It’s convenient for consumers to touch Disney works through this channel. Besides, many movies have been published in the name of Touchstone Pictures since 1984, such as splash , Armageddon and so on. It’ s the pricing policy of Disney that has successfully reached a whole new generation of children. For example, classic Disney films on video are sold at extraordinarily low price, so that the majority of family can afford to watch these movies. Once Disney attracts those children’s attention, they will become its customers sooner or later. Secondly, Disney concentrates on the Disney Difference . ...
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