The Walt Disney Company

Vision:-
“To make People Happy”.
Mission:-
To be one of the best world’s leading makers and suppliers of entertainment and
information , using its portfolio of brands to distinguish its content , services and
consumer products.
Marketing Goals and Objectives:-
1. The primary goal of a company is to increase earnings and cash flow and to
assign capital towards growth creativities that will drive long-term
shareholder value.
2. Search for and develop new events where the brand can be a decent fit for
new audiences domestically and internationally, and raise the spectator
relationships.
3. Use the eco-friendly scanning technique in order to move out purposefully,
actively reading the market environments.
4. Take pre-designed, smart possibilities and experimentation with new
periods and systems, since technology and crowd demographics and
customer behaviors will continue evolve and diversify at a rapid pace.
5. Continue to develop Firm-originating stories, characters and properties, so
that It can grasp onto its legacy and character without entirely changing it
with other brands that it bought.
6. Family orientation, appeal to kids and bring the family together.
PEST Analysis :-
1. Political :-
- The animation industry enjoy tax benefits .
- Tighter regulations regarding product safety and health issue.
- Operate according to political environment of the host country.
- Follow rules and regulation of the country.
- Operate according to the specific culture.
- Work to bring happiness in people’s life.
- Motivated to defeat stress in individuals lifestyle.
2. Economic :-
  Global financial crises slow down on growth rate.
 Economic growth , per capita income and stages of economic
development among various countries must to be considered.
 Emerging markets such as India offer a cost advantage in terms of
salaries and overall cost of production.
 Open huge opportunities for people in terms of employment.
3. Social :-
 Recent social trends in smartphones , tablets and apps.
 Changes in customers preference for entertainment.
 Significant role of kids, and family’s entertainment.
 Different local cultures ,as well as stories and history of the host place.
4. Technological:-
 Technological advancements are having a profound effect on the
world’s media.
 Changes in technology affect demand for entertainment products as
well as the cost of production.
 Use of technological advance makes easy for the firm to capture and
bring happiness in life of the prospects.
 Use of technology is easy and fun.
 It is very cheap and effective of advertising.
Impact Of Porter’s 5 Forces Analysis:-
1. Threat Of New Entrants ( Medium):-
Even though there are some major players , still smaller players
with lower structures can get a chance into entering into the market.
2. Threat Of Substitutes(High) :-
High competition and technological innovations in each
segment, can generate many alternative choices for customers.
3. Bargain Power Of Suppliers (Low):-
Disney’s vertical integration reduce significantly their strength in terms of
power.
4. Bargain Power of Buyers (High):-
Disney offerings are not necessities rather just desires. Therefore , financial
restricted prospects will consider it extra expense and will not thinking of
purchasing such service or experience.
5. Rivalry Among Firms :-
 Huge competition between companies within specific sectors such as
(broadcast rights/local parks/viewing figures/ box office etc.).
- Our Customers:-
Market Disney as a culturally diversified in nature open the doors of
entertainment for all people from all walks of life but our general target
consumers are kids, teens , adults, families , minorities from all around the
globe.
Marketing Strategy:-
1. STP:-
Segmentation helps in identifying the groups to be targeted and according
the market is divided into subgroups with homogenous characteristics or
demand pattern.
The primary segments of the Walt’s group is children who are specifically
targeted with their animated cartoons, merchandise, theme parks. This is
why Disney has such a big influence on our lives , that even adults are the
target segments .and finally Disney uses its positioning strategy based on
values of consumers.
2. Competitive Advantage :-
 Walt Disney cartoons and animated movies have a massive
distribution channels and are very good in creating such type of
entertainment which give them competitive advantage across the
world of entertainment.
 Brand image- Its famous characters such as Mickey mouse , Donald
Duck etc. and many other has created a cult globally. The magical
experience created through its TV channels ,broadcasting , moving
and animated movies , theme parks and resorts have created strong
brand associations.
3. BCG:-
The company operates primarily in four strategic business units (SBUs)
namely Media Networks, Consumer Products and interactive media, studio
entertainment and Parks and Resorts. Being ahead of its competitors has
helped the company in becoming a leader in the industry. All of its SBUs are
stars in BCG matrix, because all of them have high market share but at the
same time , they all are in competitive markets.
4. Brand Equity:-In the list of Top 2000 companies globally ,Walt Disney has
been ranked 71 and it is ranked 2nd after Rolex in list of most reputable
companies as per Forbes magazine.