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Pin-Disney Project

Walt Disney Company has developed from an entertainment company into an empire through expanding into multiple branches of business including films, theme parks, and television networks. It owns many entertainment companies and controls businesses across film, theme parks, consumer products and television. Disney's mission is to entertain, inform and inspire people around the globe through storytelling and innovative technologies. While children remain a key target market, different subsidiaries may target broader age groups like adults for some content. Disney's focus on beloved characters, creativity and strong branding have helped it become one of the largest media and entertainment companies in the world.

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66 views2 pages

Pin-Disney Project

Walt Disney Company has developed from an entertainment company into an empire through expanding into multiple branches of business including films, theme parks, and television networks. It owns many entertainment companies and controls businesses across film, theme parks, consumer products and television. Disney's mission is to entertain, inform and inspire people around the globe through storytelling and innovative technologies. While children remain a key target market, different subsidiaries may target broader age groups like adults for some content. Disney's focus on beloved characters, creativity and strong branding have helped it become one of the largest media and entertainment companies in the world.

Uploaded by

api-428093095
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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THE WALT DISNEY COMPANY

HOW CAN WALT DISNEY COMPANY DEVELOP FROM AN


ENTERTAINMENT COMPANY TO AN EMPIRE?

Background Info Brand Competitors


Walt Disney nowadays is one of the most successful companies in the
entertainment sector in which they ruled the domestic, international and
global box office with $7,325.4M worldwide, the 2nd biggest year in
industry history behind its own 2016 record. Disney continues to expand
their branches by the help of their current achievements including their
characters, films, pioneers, theme parks, and legacy. These branches
produce a significant effect on how people view Disney and decided to call
them an “Empire”. An empire is defined as a large commercial organization
owned or controlled by one person or group. These characteristics are
found in Disney companies. They own a ton of entertainment companies
plus other entertainment businesses in many branches.

Disney’s vision and mission


The mission of The Walt Disney Company is to entertain, inform and inspire
people around the globe through the power of unparalleled storytelling,
reflecting the iconic brands, creative minds and innovative technologies that
make ours the world’s premier entertainment company.Walt Disney
Company’s corporate vision is “to be one of the world’s leading producers
and providers of entertainment and information.”

Target Costumer
Disney's primary target market of 4-12-year-old boys and girls, is widely diverse, including the younger half that are
still children and the older half that are on the peak of their teenage years. However, Disney’s target customers can be
changed by which subsidiaries you are referring to. For instance, Fusion, a digital cable and satellite television
network,targeted customer aged between 18 and 34.

Marketing Analysis
The Walt Disney Cmpany
CREATED BY: YANIKA (PIN)
MARKETING SURVEY In the survey, the question I asked is what first comes to

your mind when you think of Disney? Most of them answer

animations which is considered Disney’s most profitable

branch(Media networks). However, it can be easily seen

that the percentage is not that different from others and

for some people Disney for them is not movies and

animations but the theme park, or the characters which

means that Disney does not only focus on producing

animations but also consider making profits from their

other segment.

I also asked them an optional question which is how can we define a company as an empire.

Some of the answers I got was they need to have their own city, they need to be popular, they

need to have a lot of money, they need to be big, etc. Most of the answers I received from this

question is somehow related to Disney. For instance, having their own city, I think that having

their own hotel, transport, and amusement park can be defined as a city.

BRAND FOCUS
Disney, one of the most popular entertainment companies based on their market capitalization,

focuses mostly on the attractiveness to gain customers. We can see this by looking at the impact

Disney’s characters(princesses) have on kids. There are over hundreds of companies who have a

collaboration with disney on clothing such as Uniqlo, Zara, and Amazon. For the theme park, there

is a big castle as their landmark. Moreover, they also use it for their logo. The castle in the logo is

inspired by Sleeping Beauty and Cinderella’s castle which are well-known icons for Disney. The

rides in Disneyland are most likely to be decorated in fairytale themes to attract children to play.

Also, Disney Hotel rooms are inspired by Disney's princess room. This shows that Disney gives

attention to their characters in their animation because they believe that these characters will

play a huge impact on their profit rate.

SWOT Analysis
Strengths Weaknesses Oppotunities Threats

- Creativity of ideas - Vulnerable to - Have a lot of budget - A lot of new

- High brand profile competitors to support theme park, entertainment

- Variety kinds of - Live-action (A lot of and hotel companies

movies and negative feedback) - Own many subsidiaries - New movies as

animations competitors

CONCLUSION AND RECOMMENDATION


Disney is a very popular and well known entertainment company based on their marketing and

profits. It is not only known for the animations, but also known for the amusement park, hotel, and

etc. I shall say that Disney has their uniqueness from their animations’ characters but somehow

their characters are mostly appealing more to children because of the fairytales stories, the

castle, the parade, the princess, and many more. So, one recommendation for Disney is that they

might gain more popularity if they create a character which is more mature so that teenagers and

adults will be more interested in them.

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