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Disney Case Study

862 words - 4 pages

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 ...view middle of the document...

Disney has appealed to all cultures, ages, and breached the social classes to reach the family unit. From the moment Walt and Roy Disney created Mickey Mouse their vision for the future had reached out to all children and adults with a branding that is iconic even now in 2013 (The Walt Disney Company , 2013).
Disney continues to build on their brand name by a continual making and re-making of itself to reach new markets and media. The challenge will be to continue that integrity and not compromise the standards that make it such a great company. Disney has kept a strategic advantage by targeting all segments of the population that now span the world and not just the United States.

What are the risks and benefits of expanding the Disney brand in new ways?
The fact that Disney has become such a giant in the industry can be both a benefit and a detriment to the Disney brand. Currently, Disney has its finger in television, film, internet, theme parks, publishing, games, music, and mobile entertainment. Because Disney has so many market segments it can strongly influence its brand in each aspect. The detriment to being such a large widespread company is not being able to influence each segment of the business the way that Walt Disney would have wanted. According to Media Data Base, “A strong marketing philosophy had already been in the works under the regime of founding father Walt Disney. Since the fifties, the company established itself in the television business with their ‘Disneyland’ show and a ‘Mickey Mouse Club,’ initially...

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