When you think of Disney, you may think of Disney movies, Disney Channel, or Disney World/Disney Land. You may even think of Mickey Mouse, Minnie Mouse, or Donald Duck. Disney is much more than just a face of a cartoon character. Disney is available in many markets, but it is looking to branch out to a wider variety of markets. Disney has factors that has made it successful, however, has vulnerabilities and recommendations to strengthen their marketing edge.
Disney, created by Walt Disney, didn’t have success immediately. It took him multiple times to get it right, but it all started with a mouse named Mickey. Walt believed in the four C’s that made him and his company successful. The four Cs are curiosity, confidence, courage, and constancy. The greatest of these is confidence. Walt Disney believed in his product that it instantly became a success. Disney currently has seven Disney Consumer Products divisions including:
Walt Disney Records
Buena Vista Home Entertainment
Buena Vista Games
In 2000, Disney added sports to marketing with the Atlanta Braves operating together. Disney created a stadium for the team that was designed by HKS, INC of Dallas giving it a 1930s beachfront hotel rather than a ballpark. Either way, this is helping Disney spread into the world of Sports, even though it already owns 80% of ESPN. Disney is tapping into families vacation budget money that is usually spent on the children’s events. Disney allows youth leagues, high schools, and adult leagues to send their teams to Disney for weeks and long weekends. The Braves are able to have a new stadium while Disney is able to make profits in a new market. With these different marks, it operates in five different segments of the entertainment world. These segments are Media Networks, Parks and Resorts, Studio Entertainment, Consumer Products and Interactive.
Disney has much vulnerability. One is the message...