...Unit III Assignment Disney Case Study - Advanced Marketing What does Disney do best to connect with its core consumers? The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with five business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media. Disney products include television programs, books, magazines, musical recordings and movies. Disney’s CEO Bob Iger explained, “As a brand that people seek out and trust, it opens doors to new platforms and markets, and hence to new consumers. When you deal with a company that has a great legacy, you deal with decisions and conflicts that arise from the clash of heritage versus innovation versus relevance. I’m a big believer in respect for heritage, but I’m also a big believer in the need to innovate and the need to balance that respect for heritage with a need to be relevant.” Walt Disney recognized that brand loyalty begins with an authentic relationship and it believes that it costs much less to retain a customer than to find a new one. Walt determined that treating people visiting Disney’s parks not as just another paying customer, but as “guests in our own home.” He knew that if their guests understood and believed that everyone in the organization cared about them and their business, they would be loyal to Disney forever and that philosophy continues to this day. Whether...
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...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...
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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? 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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...Question 1: What does Disney do best to connect with its core consumers? The Walt Disney Company is one of the world largest media entertainment company in the world having a best connection with core consumers. Since its beginning day in 1923 by Walt and Roy Disney, Disney has remained high entertainment quality based on continuing to introduce the norm of entertainment during the 20th century to bring classic and memorable family entertainment over the world. Beginning with cartoon productions, Walt Disney decided to set up Disneyland because he thought that it was necessary to have a nice place for children and their parents to play together. Besides, the company grew up more productions, including: theme parks, feature films, television networks, theatre productions, consumer products and a growing online presence. Today, Disney develops its business to five business divisions which are: the Walt Disney Studios which specializes in producing films, recording labels and theatrical shows, Parks and Resort which manages in eleven theme parks, cruise line and other travel-related assets, Disney Consumer Products which is specializes in selling all Disney-brand production, Media Networks which focuses on its television network, as ESPN, ABC, etc…, the Disney Channel and Interactive Media. We can see that Disney serves all entertainment products for the entire family to reach to connect more effectively with its core consumers. According to the textbook, “consumer behavior is...
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...text book is a question that a lot of companies are asking themselves because of what Disney has been able to do with its brand. The question is as follows: What does Disney do best to connect with its core consumers? It can be seen from the passage that by the early 1970s Disney determined on clientele encompass of kids, relatives and adults. From the early to mid 1980s, it implemented policies to get in touch with older viewers. Now its advertising to all ages and civilization. Now it is one of the principal vary global entertainment business which consists of five divisions which include the following: The Walt Disney Studios, Parks and Resorts, Disney Consumer Products, Media Networks, and Interactive Media. This diversity supplies adequate probability for all category of consumers to first-rate services. They used up-and-coming knowledge to attach with patrons. This assists clientele to be provided with more expediently and amusingly. Disney’s nucleus values, as dedicated by its president in saying their greatest confrontation is to keeping up with a 90-year-old trademark pertinent and existing to its central part spectators while wait factual to its inheritance and core trade name principles. Today, the company is one of the planets main medium activity corporation in the globe having a unsurpassed correlation with core patrons. From the time when it began in 1923 by the Disney brothers, Disney has stayed soaring amusement excellence based on ongoing to bring in the standard...
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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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...1. What factors contributed to EuroDisney’s poor performance during its first year of operation? What factors contributed to Hong Kong Disney’s poor performance during its first year of operation? a.) EuroDisney: * Families were reluctant to spend $280 a day to enjoy the attractions of the park * Staying overnight was out of the question because hotel rooms were so expensive * Old Work thinking of Europeans who did not understand US style free market financing lead to French Bankers hesitating to provide funding * By summer 1994, EuroDisney had lost more than 900 million dollars * Disneyworld in Orlando ended up being cheaper than a trip to Paris due to currency movements and transatlantic airfare wars * French visitors stayed away due to view EuroDisney as “American imperialism—plastics at its worst” * Advertising by EuroDisney aggravate local French sentiment by emphasizing glitz and size instead of the attractions * The Gulf War in 1991: * Put a heavy break on vacation for the rest of the year * High interest rates and devaluation against the franc * Competition due to “The World’s Fair” in Seville and the 1992 Olympics in Barcelona * Ban on alcohol goes against French culture * Disney executives believed in cultural inconsistencies such as: Europeans didn’t eat breakfast which is not true * Disney didn’t stress the entertainment value of visit to the theme park in their promotions which “ruined the magic”...
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...The Walt Disney Company Danjel Lessard & Lauren Northcutt Business 308: Principles of Marketing Professor Simpson The Walt Disney Company Description What started out to be nothing more than a dream of Walter Elias Disney, with the release of Alice in Wonderland, a series of short film comedies, the beginning of a world renowned global corporation Walt Disney had evolved. Walter and his brother Roy were equal partners in what was originally the Disney Brothers Cartoon Studio in 1923 and with the suggestion of Roy, it soon was renamed The Walt Disney Studio. After four years of success and profit, Walter and Roy experienced a business set back when they found their film distributor M.J. Winkler had stolen their cartoon characters and animators in attempt to undercut them. With the help from their chief and loyal animator, Ub Iwerks, Walt created Mortimer Mouse, which was renamed Mickey Mouse by his wife. The first cartoon with synchronized sound was released at the Colony Theater in New York, November 18, 1928. Walt Disney won its first Academy Award for Best Cartoon in 1932 and continued to be honored with an Oscar every year for a decade. Walt Disney consumer products started when Walt and Roy accepted $300.00 from a man that insisted Mickey should be applied to paper towels for school children. The company became public in 1940 and followed with the release of five successful feature films, including Snow White, Fantasia, Pinocchio, Bambi and Dumbo. In turn...
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...Walt Disney Company Introduction The Walt Disney Co. is an enigma in these rough economic times for the sole purpose that they show minimal signs of slowing down. Mickey Mouse has his hands dipped into everything and from an investor’s standpoint that’s a good thing because that equals diversification, and in turn, diversification lowers risk. The Disney Company operates in several areas of the media and entertainment industry. They have recently acquired Pixar, which consistently provides box office record sales with their animated films. Along media entertainment lines, Disney also operates dominant media channels ABC and ESPN. These are two channels that carry with them a strong loyal following. Sports have always been America’s past time and it’s unlikely to see them ever declining or the viewership that goes along with it. People have always poured capital into sports and will continue to for many centuries to come. Aside from Disney’s ventures, investors focus and confidence should be in the trademark of Disney. Characters such as Mickey Mouse and Buzz Light-year are icons that will never be lost in the pages of time. Kids and adults alike will always want to participate in the next big thing the company has to offer and these kinds of expectations will always lead to Disney having a stable stock price and even unstable in the positive manner because the growth potential is limitless for this company. You can see that limitless with the many franchises Disney has...
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...implementation of new technology. The improvement of technology has always been a driving force behind the filmmaking industry. There are various kinds of technology forthcoming. A major one is the development and use of 3D, IMAX and digital film. These new developments have changed the way that movies are made and affect the cost and method of film production. New cameras and recording methods are required in production and this is forcing the directors, actors and other staff to adapt their techniques. Due to the vast array of technologies that can be utilized for movie production there are low barriers of entry for suppliers. The production industry has been able to maintain leverage over these new corporations through their economies of scale and their ability to influence the end user of the product. Another important technological development is the digital streaming and downloading of videos. This new technology is having both positive and negative effects for the filmmakers. The ease of digital proliferation has allowed production companies to widen their brands and make more films and television programs. This has created greater revenue for the industry. Digital streaming has made way for a new kind of company focused on this delivery method. The improvement of digital animation has also increased the profitability of production studios by lowering the operating budgets of projects without losing revenues. This new technology has bred new studios and an entirely...
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...Pixar Animations MBA 615 Mickey Langford/Kimberly Horne Spring 2013 Mickey Langford Pixar Animations is our company of choice for this case study analysis. In 2006, Walt Disney acquired Pixar, but before we get to all of that, let us start at the beginning. Before Pixar, there was Lucas Films. George Lucas, of Lucas Films, decided in 1979 to upgrade their computer division (Animations, 2012). Lucas had a desire to see how far they could take computer graphics within the film industry. Lucas Films succeeded by creating Andre & Wally B., in 1984 (Animations, 2012). Andre & Wally B. - First Ever Pixar Short Movie - The Adventures of André and Wally B. [1984 HD] - YouTube, was the first ever computer-generated imagery short movie (Movies, 2009). This was the foundational establishment in the film industry that Steve Jobs was seeking. In 1986, Jobs purchased the Computer Division from Lucas Films and named it Pixar Animations Studios. Walt Disney and Pixar Animation agreed to do a number of films together, the first being Toy Story which was a huge success. The movie debut on November 22, 1995 grossed $192 million domestically and $362 million worldwide (Animations, 2012). Listed below is a table of the gross amounts that Disney/Pixar movies have made: Released | Movie Name | 1st Weekend | US Gross | Worldwide Gross | Budget | 11/22/1995 | Toy Story | $29,140,617 | $191,796,233 | $361,948,825 | $30,000,000 | 11/20/1998 | A Bug's Life | $291,121...
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...Sun Tzu Art of War Strategy 19 6.3.2 Attack Overview 23 Contents 7. Proposed Activities & Budget 24 8. References 28 Executive Summary Based on the case study ‘Export of American Fantasy World to the Chinese’, the authors critically analyzed the internal and external environment of Disneyland Hong Kong. Outlining the key strategic issues that the company has to deal with and providing recommendations of what Disneyland Hong Kong could do in order to once again achieve competitive advantage. 1. Introduction Disneyland Hong Kong having opened for over 10 years is still facing major problems until today. Over the years Disneyland Hong Kong constantly dealt with issues regarding social responsibility, negative publicity and competition with Ocean Park. Despite its current situation, Disneyland Hong Kong had a much bigger threat on its way - the opening of the Disneyland Shanghai. One of the major problems that Disneyland Hong Kong is facing today is the issue with its positioning, as its brand image is constantly being tarnish by the lack of social responsibility and negative publicly. This the report aims to analyze the current situation in Disneyland Hong Kong internally and...
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...1. What is sustained growth? It’s the growth between revenues and profits over a sustained period. Why is it important? Human capital is the most single factor for sustained growth. Entrepreneurs know that growth means there is hope for another day of success. When there a demand on your product is rising, you grow your company. 2. Describe economies of scale and economies of scope as rationales for firm growth. . Economies of scale are the cost advantages that a business can exploit by expanding their scale of production. The effect of economies of scale is to reduce the average costs of production. Some examples of how economies of scale work: Technical economies of scale: Large-scale businesses can afford to invest in expensive and specialist capital machinery. For example, a supermarket chain such as Acme or Wegman’s can invest in technology that improves stock control. It might not, however, be viable or cost-efficient for a small corner shop to buy this technology. Specialization of the workforce: Larger businesses split complex production processes into separate tasks to boost productivity. By specializing in certain tasks or processes, the workforce is able to produce more output in the same time. Marketing economies of scale: A large firm can spread its advertising and marketing budget over a large output and it can purchase its inputs in bulk at negotiated discounted prices if it has sufficient negotiation power in the market. A good example would be the ability...
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...consumer characteristics influence buying behavior? 2. What major psychological processes influence consumer responses to the marketing program? 3. How do consumers make purchasing decisions? 4. In what ways do consumers stray from a deliberative, rational decision process? CHAPTER SUMMARY 1. Consumer behavior is influenced by three factors: cultural (culture, subculture, and social class), social (reference groups, family, and social roles and statuses), and personal (age, stage in the life cycle, occupation, economic circumstances, lifestyle, personality, and self‐concept). Research into these factors can provide clues to reach and serve consumers more effectively. 2. Four main psychological processes affecting consumer behavior are motivation, perception, learning, and memory. 3. To understand how consumers actually make buying decisions, marketers must identify who makes and has input into the buying decision; people can be initiators, influencers, deciders, buyers, or users. Different marketing campaigns might be targeted to each type of person. 4. The typical buying process consists of the following sequence of events: problem recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. The marketers’ job is to understand the behavior at each stage. The attitudes of others, unanticipated situational factors, and perceived risk may all affect the decision to buy, as will consumers’ levels of ...
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