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Walt Disney Analysis

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Walt Disney Analysis
Marketing Analysis of
Walt Disney

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Submitted by:
Madonna Ciconne
Michael Holmes
Jessica Sanchez
Walter Jackson

April 1, 2013

Table of Contents

I. Executive Summary ………………………………………………….……………1
II. Microenvironment Analysis ………………………………………..……………...2
III. Macroenvironment Analysis ………………………………….….………………..4 a. Political……………………………………………………………………….4 b. Economic………………………………………………………………….….4 c. Socio-cultural…………………………………………………………………4 d. Technological…………………………………………………………………4 Conclusion …………………………………………………………….………….5
IV. Segmentation, Targeting, and Positioning …………………..….……..……………6 a. Segmentation………………………………………………………………….6 b. Targeting………………………………………………………………………6 c. Positioning…………………………………………………………………….7 V. Conclusion ……………………………………………………………….…………8
VI. References ………………………………………………………….………………9

I. Executive Summary The Walt Disney Company, also known as Disney, is the world’s largest American multinational media conglomerate. Walt Disney Company also leads the industry in family entertainment and recreation. The company was created from the imaginations of Walter Elias Disney because of love of creativity and innovation.

Today, the Walt Disney Company and its subsidiaries of various entities of worldwide entertainment companies operate in five business ventures: Media Networks, Parks and Resorts, Studio Entertainment, Consumer Products and Interactive Media. Media networks is comprised of a domestic broadcast television network, television production and distribution operations, domestic television stations, international and domestic cable networks, domestic broadcast radio networks and stations, and publishing and digital operations. The theme parks and resort areas that started in California grew into some of the most profitable and loved attractions internationally. Studio entertainment, the driving force behind the complete


References: Dibb, S. & Lyndon, S. (2004).Marketing briefs: A revision and study guide. Oxford: Butterworth-Heinemann. General Electric, (2009). Our company. Retrieved July 6, 2009 from http://www.ge.com Jobber, David (2009). “Principles and Practice of Marketing” McGraw-Hill Higher Education, 6 Ed, ISBN-10: 0077123301. Walt Disney Company. Wikipedia. Retrieved April 1, 2013, from the World Wide Web: http://en.wikipedia.org/wiki/The_Walt_Disney_Company Appendix
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