Disney: Marketing Analysis

6588 words - 26 pages

Table of ContentsHistory and Current Situation 3Marketing Mix 4The Macro Environmental Analysis 8The competitive environment 12Marketing Objectivesn 13International Operations 17Conclusion 20History and Current SituationThe Walt Disney Company started off on the dreams of one man, Walt Disney. He started the Walt Disney Studios in 1926 to make animated films for children but was not satisfied with his accomplishments. As his motion pictures and television programs became successful, he felt a desire to branch out. One area that intrigued him was amusement parks. As a father, he had taken his children to carnivals and other entertainment enterprises, but he always ended up sitting out the rides while the kids had all the fun. He wanted to have an entertainment area where parents and children could both go and enjoy themselves together. This would be called "Disneyland".Disneyland was a totally new kind of a park. It has been used as a pattern for every amusement park built since its opening, becoming internationally famous, and attracting hundreds of millions of visitors. It gave "theme park" a whole new meaning. Walt Disney was once quoted saying "Disneyland would never be completed as long as there was imagination left in the world", this statement still holds true to date. New attractions are added regularly and Disneyland still is a popular place for kids and parents to go together, as it was in 1955.After the success of Disneyland in California, it was natural to have sights for a bigger and better amusement park and not to mention a "full vacation experience". Disney purchased 28,000 acres near Orlando and started building what we now know as the Walt Disney World. Orlando had the space that California lacked to include Magic Kingdom theme park, EPCOT (Experimental Prototype Community of Tomorrow), MGM studios, Pleasure Island, Typhoon Lagoon, hotels, campgrounds, golf courses, and shopping villages, thus making it one of the premier vacation destination in the world.After the death of Walt Disney in 1966, Roy Disney, his brother focused on making animated classics. Disney also got into educational films and materials in a big way with the start of an educational subsidiary in 1969. In 1984, Disney established a new label, Touchstone Pictures to attend to the large growing teenage and adult film industry. In 1985, Disney's Touchstone division decided to have a strong network television presence and kicked off Golden Girls. In 1986, Disney decided to show a Disney movie on Sunday night television "Sunday Night Movie" for the family hour, making it one of the most lucrative and popular spots available on television. Films from the Disney library were selected for the showings. Using this technique, Disney classics became a top seller and one of the most commonly heard household names, i.e. Bambi, Little Mermaid, and Aladdin. In 1994, Disney got involved with Broadway shows with a very successful production of Beauty and the Beast. It followed...

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