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Marketing Audit
Walt Disney Corporation
Marketing Audit

Max McKay
Sabrina Coady
Henrik Oiseth

Principles of Marketing 308
Professor Simpson
November 14, 2006

Walt Disney Corporation

Founded in 1923, the Walt Disney Company has predicated itself as the world’s best in the family entertainment business. After 80 years in the business, who could argue with that statement? Today, Walt Disney Corporation dominates the market of family entertainment. An unparalleled experience is the direct affect of superior quality, innovative content, and brilliant storytelling. To capture such a highly diverse market, Walt Disney has divided itself into four main business segments: Studio Entertainment, Parks and Resorts, Consumer Products, and Media Networks. The purpose of these different segments is to integrate, and effectively operate in performance to maximize exposure and growth (Disney Online, 2006). This paper will analyze Disney’s marketing strategies directed at promoting its theme parks and resorts, as well as the firm’s strengths, weaknesses, opportunities and threats.

Business Mission

Walt Disney pioneered the world of entertainment into what we know today. In 1940, the Burbank Studio was constructed in California with a staff of more than 1,000 artists, animators, story men, and technicians (“Walt, Biography” n.d.). Due to World War II, 94% of the Disney work was associated with special government work. This included the production of training and propaganda films for the armed services, as well as health films that are still shown throughout the world by the U.S. State Department of Health (“Walt, Biography” n.d). Walt Disney’s dream came to life in 1955 when the first Disneyland amusement park was built in California, priced around $17 million (“Walt, Biography” n.d). Through all of this, Walt’s original purpose was to stimulate the idea of education in children through entertainment in his movies, shows, and theme parks. The company’s mission


References: Cabico, Eric. (2006). Eric’s Disney Theme Park Page. Retrieved November 16, 2006, from http://www.geocities.com/ebacon_34711/imagineer/disneyparks.html Disney Online Disney Online. The Walt Disney Company. (2006). Investor Relations. Retrieved November 14, 2006 from http://corporate.disney.go.com/investors/index.html Eisner, M Great Orlando Discounts. (2006). Cheap Ticket Disney Price List. Retrieved November 16, 2006, from http://www.greatorlandodiscounts.com/disneytickets.htm Orlando Sentinel People’s Daily Online. (2006). Disney To Launch Promotion Campaign. Retrieved November 16, 2006, from http://english.people.com.cn/200606/09/eng 20060609_272296.html The Walt Disney Company- a case study Walt Disney Biography. (2002). Retrieved November 10, 2006, from http://www.justdisney.com/WaltDisney100/biography/01.html -----------------------
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