Disney Marketing Plan

The Walt Disney Company – Marketing Plan

1. Executive Summary

The Walt Disney Company has long been one of the most recognizable and well-known companies in the world. It is also the aim of The Walt Disney Company to be one of the world’s most admired companies, respected both for the results they deliver as well as the integrity with which the businesses operate. Over the last several years Disney has worked hard to earn this distinction, and The Walt Disney Company is now consistently recognized as one of the world’s most reputable, admired, and socially responsible companies in studies published by Fortune, Forbes and Barron’s.  Disney’s relentless commitment to act ethically and responsibly in their endeavors has been integral to their success. Being a good corporate citizen includes operating in an ethical manner, promoting the happiness and well-being of kids and families, and inspiring others to get involved and become a force of positive change.

1. Situation Analysis

The Walt Disney Company is a leading international entertainment and media enterprise founded in U.S. It operates five separate Disney segments: Media Networks, Parks and Resorts, The Walt Disney Studios, Disney Consumer Products, and Disney Interactive. Disney Media Networks is the most significant Walt Disney business segment. Disney products include television programs, books, magazines, musical recordings and movies. Disney was founded on October 16, 1923, by Walt and Roy Disney as the Disney Brothers Cartoon Studio. The headquarters of Walt Disney is at Buena Vista Street, Burbank, California, United States and the present Chairman & CEO is Bob Iger.  Mickey Mouse is a primary symbol of The Walt Disney Company. There are approximately 166,000 employees working for The Walt Disney Company. The revenues of the company are $45,041 billion and net income is $6,136 billion up to the third quarter of 2013.

2.1 Market Summary

The Disney Company operates five primary product units and segments.

1. The Walt Disney Studio – This includes the company’s film, recording label, and theatrical divisions.*

1. Walt Disney Parks and Resorts – This features the company’s theme parks, cruise line, and other travel related assets.*

1. Disney Consumer Products – This includes toys, clothing, and other merchandise based upon Disney owned properties.*

1. Disney Media Networks – This includes all of Disney owned television properties*

1. Disney Interactive – This includes Disney’s internet, mobile, social media, virtual worlds, and computer games operations.*

2.2 Keys to Success

The Walt Disney Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The company's primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value.*

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