Introduction
In 2005, Bob Iger took over from Michael Eisner as the CEO of Disney. He has revitalized Disney animation business to a top priority. In 2006, Disney’s pixer realized a $426million profit from the release of the hit movie cars. There has been over $2billion sales in car merchandise every year after the release. There is a variety of production brands in Disney such as Jonas brothers. Bob has led to success in Disney by focusing on franchise as theme parks, consumer product business, and TV channels like espn, abc and Disney channel, among other franchise. Many of Disney’s latest TV shows, Disneyland rides and merchandise was based on pixer characters which led to greater achievements in Disney. Disney begun pushing franchise to capture the rapidly growing market and it continues to grow (Wilson,Gilligan,2005).
As the company grew there was a need to expand the market for the franchise, thus the priority was to find a market to push for the franchise. When Disney was majorly focused on younger children stuffs, it missed some opportunities that would have led to their success due to the narrow market available. But due to its current wide variety of franchise and dealing with shows like pirates of Caribbean there is the need to improve and increase the market of Disney (McDaniel, Gate 1998).
The problem of the market which was a major challenge had various components. These include, Disney brand was growing flat, and Disney had narrow market missing out on other opportunities since it was based on young children. Disney was trying to capture the tween market. It was hosting a variety of shows which included high school musical, Hannah Montana Jonas brothers, and a series of franchise juggernauts in the tween-girl market. Disney was involving broader market with a film of pg 13 rating, pirates of Caribbean and other shows that appealed older kids and adults (McDaniel, Gate 1998).
There are ways steps that Disney was take in order counter the problem...