Case Study 3 Columbia Southern University

Disney has a very appealing brand personality. One big thing they don’t do is show any bias or bigotry in the markets they pursue. They pursue all markets of all cultures, ages, and social classes. Disney has done a great job at marketing themselves as the “happiest place on earth.” When people think of Disney they think of happily ever after. If you have ever been to one of their parks you can tell they put a lot into making every visitor feel special. All of the employees wear a smile on their face and are always friendly and helpful. It makes people want to keep coming back. Disney has a very well defined understanding of the wants of their customers. In being able to identify their group market, Disney is better able to connect with its customers, in making memories and letting the fairy-tale begin. It’s not just the parks that they have mastered. They also attract customers with video games, TV shows, movies and toys.

2. Disney really has no choice but to keep expanding their brand. They would be crazy not to. One of the risks Disney faces is its competition. It used to have a lot of the kids market to itself. However, it has received high competition in the media industry over the years. Even it’s parks face fierce competition from places like Paramount Parks, Universal Studios, and Six Flag Theme Parks. There is a very high demand in terms of innovation in the market today. Disney has already done a great job at expanding into the gaming and sports industries. They have even come out with a netbook for kids. One of the benefits is its ability to expand into other countries easily due to its well-established brand. With anything we do there will always be risks involved. If Disney continues as they have they will continue to profit from their expansions.

References

Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall.

Pragada, S. (2010). Walt Disney: Banking on Brand...