Disney Marketing Study Case

Case Study about Disney

1. The Walt Disney Company was founded in 1923, and has been a successful company around for several decades. Their animation movie and cartoon have grown into children’s childhood over the world. The market was focus on younger children back then, but time had changed over time as well as technology, new concepts. Therefore, Disney Company wanted to increase their profit and expand their market along with technology. Disney’s CEO, Bob Iger, who has lead a revitalization of the Disney brand, he wanted to made “ Disney” become a stable franchise. Company market is not only focus on the younger children, but it also is the favorite channel for teenager with diversity program such as: Hannah Montana, or Jonas Brother, or even for adult with the Disney film with a PG-13 rating. In addition in the original Disney channel, it stated to move into the basic cable and local channel to expand their market.

2. Disney ‘s cross-platform franchising help create competitive advantage by owning many characters that are well know by variety groups. They have variety shows for many age groups: Cars and Disney’s Princes for younger group, teenager’s favorite programs such as Hannah Montana, High School Musical, and PG-13 movie for teenager and adult. On the other hand, Disney company also expand their market by bring their show to more channels.

3. With a diversity of the demand, Disney has been creating many new shows and movie that for different ages, as well as family style. Coming along with those shows, there is many products have been brought to the market such as: movies, clothes, music concerts and stationary. These market has become bigger and bigger.

4. On his first day as Disney’s CEO, Bob Iger announced clearly the mission of the company is to strengthen Disney’s Franchise. Companies focus on the internal situation, strength and weakness so that they could narrow the target market and expand the market.