Disney Case Study

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 continuously work on brand that people seek out and trust.
In order to do so one of the most difficulty that the company has to face in expanding brand in new ways is that Disney has to keep its core business as evidenced by CEO saying “Disney’s greatest challenge today is to keep a 90-year-old brand relevant and current to its core audience while staying to its heritage