Disney Marketing Plan

The Walt Disney Company – Marketing Plan

1.0 Executive Summary

The Walt Disney Company has long been one of the most recognizable and well-known companies in the world. It is also the aim of The Walt Disney Company to be one of the world’s most admired companies, respected both for the results they deliver as well as the integrity with which the businesses operate. Over the last several years Disney has worked hard to earn this distinction, and The Walt Disney Company is now consistently recognized as one of the world’s most reputable, admired, and socially responsible companies in studies published by Fortune, Forbes and Barron’s. Disney’s relentless commitment to act ethically and responsibly in their endeavors has been integral to their success. Being a good corporate citizen includes operating in an ethical manner, promoting the happiness and well-being of kids and families, and inspiring others to get involved and become a force of positive change.

2.0 Situation Analysis

The Walt Disney Company is a leading international entertainment and media enterprise founded in U.S. It operates five separate Disney segments: Media Networks, Parks and Resorts, The Walt Disney Studios, Disney Consumer Products, and Disney Interactive. Disney Media Networks is the most significant Walt Disney business segment. Disney products include television programs, books, magazines, musical recordings and movies. Disney was founded on October 16, 1923, by Walt and Roy Disney as the Disney Brothers Cartoon Studio. The headquarters of Walt Disney is at Buena Vista Street, Burbank, California, United States and the present Chairman & CEO is Bob Iger.  Mickey Mouse is a primary symbol of The Walt Disney Company. There are approximately 166,000 employees working for The Walt Disney Company. The revenues of the company are $45,041 billion and net income is $6,136 billion up to the third quarter of 2013.

2.1 Market Summary

The Disney Company operates five primary product...