Marketing Strategy

1. Do a brief market opportunity analysis for Disney, identifying the major markets that Disney has expanded into.

Answer: Disney has expanded into multiple markets. For instance, Disney has lots of amusement park all around the world. In U.S., Europe and Asia. Disney also has plenty of resorts. We all think their theme parks and resorts are really good place to have great time with families.

Furthermore, Disney is one of the most beloved animation maker in the world. I grew up with ‘Aladdin’, ‘The Little Mermaid’, ‘The Lion King’ and ‘Winnie the Pooh’. In these days, kids still watch their animation. Pixar – which is Disney’s subsidiary company – released many masterpieces like ‘Toy Story’, ‘Wall-E’, ‘Ratatouille’ and so on. Disney also has ‘Marvel Studios’ as their subsidiary company.

Not only Disney makes profit from their movie, Disney also makes profits from media merchandising. For example, Disney is selling toys, games, clothes, music, and many merchandising stuffs. I visited their huge store located in Times Square, New York city, had really a great time and bought some souvenirs. They definitely make a lot of money from it for sure.

2. How does Disney’s cross-platform franchising help create sustainable competitive advantage?

Answer: When I was young, the image of ‘Disney’ was like this ‘FOR KIDS’. However, the whole image of ‘Disney’ has changed a lot. Now, my friends go to the theater to watch Pixar animations. Even my parents enjoyed ‘Wall-E’ and ‘Ratatouille’. Girls now wear Mickey Mouse T-Shirt for fashion because now people think you can wear Mickey Mouse T-Shirt even you became an adult. Still, many people think animations are only for kids. Well, ‘Pirates of the Caribbean’ became one of the most successful commercial movies in history. No one thinks ‘Captain Jack Sparrow’ is an animation character right? But they compete with other film industries and worked out really well.

3. Describe the marketing mix for one of Disney’s franchise....