Disney's Marketing Strategy
The Walt Disney Company
Marketing Management
November 30, 2010 Table of Contents
Chapter 1: Executive Summary 1
Chapter 2: Customer and Market Focus 3
Chapter 3: Human Resource Focus 6
Chapter 4: Management of the Marketing Mix 8
Chapter 5: Business Results 12
Appendices 15
Appendix I: Disney Acquisitions 15
Appendix II: Unique HR Initiatives, Programs, and Facts 16
Appendix III: World’s Most Admired Companies – Entertainment Industry 17
Appendix IV: Net Income of Entertainment Industry Competitors 17
Appendix V: Top Quality Companies with Overall Rankings 18
Appendix VI: Disney Park Attendance 18
Appendix VII: Variation in Per Capita Spending 19
Appendix VIII: Disney’s Operating Income 19
References 20
Chapter 1: Executive Summary
It all began with a mouse, and from that point on The Walt Disney Company has sustained superior performance standards by excelling at customer intimacy. The company was founded in 1923 and has remained faithful to its original commitment to “produce unparalleled entertainment experiences based on the rich legacy of quality content and exceptional storytelling” (The Walt Disney Company). Because of this, Disney, including its subsidiaries and affiliates, is a leading company with four separate business segments: media networks, parks and resorts, studio entertainment, and consumer products.
Disney does not just focus on one aspect of entertainment. Over the years, the company has merged and formed partnerships with other companies in order to become the global entertainment leader it is today. The company has five resorts across the world, a cruise line, and a number of motion picture companies including Walt Disney Pictures, Pixar, Touchstone, and Miramax. The company also owns Disney Theatrical Productions, which is the largest producer of Broadway musicals; and also produces attractions like Disney on Ice and Disney Live. Disney has run a vast variety of media networks, such as The Disney
Marketing Management
November 30, 2010 Table of Contents
Chapter 1: Executive Summary 1
Chapter 2: Customer and Market Focus 3
Chapter 3: Human Resource Focus 6
Chapter 4: Management of the Marketing Mix 8
Chapter 5: Business Results 12
Appendices 15
Appendix I: Disney Acquisitions 15
Appendix II: Unique HR Initiatives, Programs, and Facts 16
Appendix III: World’s Most Admired Companies – Entertainment Industry 17
Appendix IV: Net Income of Entertainment Industry Competitors 17
Appendix V: Top Quality Companies with Overall Rankings 18
Appendix VI: Disney Park Attendance 18
Appendix VII: Variation in Per Capita Spending 19
Appendix VIII: Disney’s Operating Income 19
References 20
Chapter 1: Executive Summary
It all began with a mouse, and from that point on The Walt Disney Company has sustained superior performance standards by excelling at customer intimacy. The company was founded in 1923 and has remained faithful to its original commitment to “produce unparalleled entertainment experiences based on the rich legacy of quality content and exceptional storytelling” (The Walt Disney Company). Because of this, Disney, including its subsidiaries and affiliates, is a leading company with four separate business segments: media networks, parks and resorts, studio entertainment, and consumer products.
Disney does not just focus on one aspect of entertainment. Over the years, the company has merged and formed partnerships with other companies in order to become the global entertainment leader it is today. The company has five resorts across the world, a cruise line, and a number of motion picture companies including Walt Disney Pictures, Pixar, Touchstone, and Miramax. The company also owns Disney Theatrical Productions, which is the largest producer of Broadway musicals; and also produces attractions like Disney on Ice and Disney Live. Disney has run a vast variety of media networks, such as The Disney
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