Submitted by: Submitted by audreyp270
Views: 156
Words: 482
Pages: 2
Category: Business and Industry
Date Submitted: 10/06/2014 04:43 PM
1. Do a brief market opportunity analysis for Disney, identifying the major markets that Disney has expanded into.
The major markets that Disney has expanded into are movies (Cars, High School Musical), music (Jonas Brothers, Hannah Montana) and television (the Disney Channel, ESPN, ABC). In the past, Disney has mainly targeted a younger audience. As time has gone on, the company has reached out to the pre-teen, teen and even adult audience. This is evident in the development of the Disney Channel as well as the expansion in Disney movies. With Pirates of the Caribbean, Disney reached out to an older audience with its first PG-13 rating. With the movie’s great success, Disney has proved its capability of success in these additional markets.
2. How does Disney’s cross-platform franchising help create sustainable competitive advantage?
Sustainable competitive advantage is defined as an advantage that allows a business to be more successful than its competitors over a long period of time. By expanding throughout several marketing platforms, Disney increases its opportunities for sustainability. Multiple platforms means multiple ways of making money and therefore multiple sources of income to keep the company alive. Competitors who focus their business in fewer, possibly one platform (such as movies) metaphorically put all of their eggs in one basket. If this platform is successful, there isn’t a problem however it drastically decreases the opportunities for success.
3. Describe the marketing mix for one of Disney’s franchises.
Product- Disney theme parks including Walt Disney World and several Disneyland parks across the world
Place- Disney theme parks are located all around the world: California, Florida, Paris, Tokyo, Hong Kong and Shanghai.
Promotion- The Disney theme parks hardly need any promotion. Most people know of the parks and many dream of their opportunity to visit. As soon as there is an effort to book a trip however, there are many...