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Walt Disney

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Chapter 2 Literature Reviews
“The Happiest Place on Earth” The Walt Disney Company is a leading international entertainment and media enterprise founded in U.S. It operates five separate Disney segments: Media Networks, Parks and Resorts, the Walt Disney Studios, Disney Consumer Products and Disney Interactive. Disney Media Networks is the most significant Walt Disney business segment. Disney’s products include television programs, books, magazines, musical recordings and movies. The Walt Disney Company is the world's largest media conglomerate, with assets encompassing movies, television, publishing, and theme parks. Walt Disney Studios produces films through imprints Walt Disney Pictures, Disney Animation, and Pixar. It also owns Marvel Entertainment and Lucas film, two extremely successful film producers. In addition, Walt Disney Parks and Resorts run its popular theme parks including Walt Disney World and Disneyland.
2.1 The meaning and Importance Marketing of Disney Company Disney Company’s goal is to be the most admired company in the world. They believe that they can achieve this goal by conducting their business and creating their products in an ethical manner, and by promoting the happiness and well-being of kids and families.
2.2 Principle of consumer analysis Walt Disney Company always makes surveys done yearly about consumer awareness of the brand. These measures help Disney to analyze which marketing strategy is working the best and which is not. Disney’s mission is to always deliver, with integrity, the most exceptional entertainment experiences for people of all ages which main customer base is actually local. Disney mainly targets children and their families and it focuses on each member of the family. It uses the multi-segment targeting strategy which is when a firm chooses to serve two or more well-defined market

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