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 ...view middle of the document...
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 can also be seen off the classic theme park rides and merchandising around the world.
4. Describe the major components of Bob Iger’s strategic plan.
Bob Iger, Disney’s CEO, lead a dramatic change in the Disney brand. He changed Disney’s main focus to stabilize franchises. For example, Iger told the board that revitalizing Disney’s animation business was their top priority. To do that they bought Pixar. Iger also was trying to find new markets to push into, to do this he tried to appeal to more tweens and even some adults. He also expanded the viewership buy broadening the channel from premium basic cable to launching local versions in key global markets.