Disney Marketing Plan

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2.3 Critical Issues

The Disney Company is an established publically traded company. The critical issues are for Disney to:

1) Use diversification of products to acquire market growth in China and India.

2) Leverage reputation for quality family entertainment to capture the Asian Pacific paid TV market (394 Million)*

3) Expand diversified portfolio to appeal specifically to new countries, markets and consumers based off culture and geographic location

4) Acquire established brands in expanding international markets

5) Grow video gaming products through R&D as well as strategic acquisitions of existing brands

6) Study acquisitions or the development of a tech company with a mission to protect Media and Intellectual Property and be an industry leader in this area.

2.4 SWOT Analysis

Internal Factors\External Factors

The Walt Disney Company

Strengths (S)List 5-10 internal strengths here

1.Strong brand portfolio

2. Reputation of brand

3.Smart acquisitions

4.Product and brand diversification

5.International appeal

Weaknesses (W)

List 5-10 internal weaknesses here

1. Few opportunities for significant growth through acquisitions (Antitrust Laws)*

2. 70% of business from North America*

3. Disney Interactive Media Net Losses**

4. Product Manufacturing Human Right Violation Accusations.**

5. Decline in ABC Network viewers due to changing consumer viewing habits.**

Opportunities (O)

List 5-10 external opportunities here

1.Emerging market growth in China and India*

2.Paid TV growth in emerging markets*

3.Expansion of Movie production in new countries*

4.Community productions revenue growth

5.Corporate Social Initiatives

S/O Based Strategies

Generate strategies here that use strengths to take advantage of opportunities

1.Use diversification of products to acquire market growth in China and India

2.Leverage reputation for quality family entertainment to capture the Asian Pacific paid TV market (394 Million)*

3.Expand diversified portfolio to appeal specifically to new countries, markets and consumers based off culture and geographic location

W/O Based Strategies

Generate strategies here that take advantage of opportunities by overcoming weaknesses.

1.Aquire established brands in expanding international markets

2.Focus on paid TV markets in China and India

3.Grow video gaming products through R&D as well as strategic acquisitions of existing brands

Threats (T)

List 5-10 external threats here

1.Intense Competition*

2.Increasing Piracy*

3.Growth of online TV and online movie rental*

4.Government Antitrust Laws**

5.Human Rights advocacy groups as well as religious organizations that boycott Disney Media Networks product offerings that conflict with their beliefs.**

S/T Based StrategiesGenerate strategies here that use strengths to avoid threats.

1.Stronger reputation of brands over the competition

2.Study acquisitions or the development of a tech company with a mission to protect Media and Intellectual Property

3.Diversify into online content offerings and focus on international growth in this area

4.Make smart acquisitions that contributes to portfolio growth but does not challenge government regulation

W/T Based Strategies

Generate strategies here that minimize weaknesses and avoid threats

1.Exapanding into Asia and India now would not be faced with any intense competition

2. Develop an international online and paid TV interface like Netflix. (Hulu)

3. Develop changing product security for Media and be an industry leader in this area.

- Marketing Strategy

The Walt Disney Company does intensive research to learn about its target market, enabling it to seize growth opportunities on a global level. The Walt Disney Corporate Officials report they are committed to staying current with technologies, with shows, characters, and how the demographic incorporates the Disney brand into their lives.

3.1 Mission

Outlined in the Vision, Mission and Purpose of The Disney Company

- Vision – The Disney Company is to be the preeminent leader in the field of family entertainment.

- Mission – The Disney Company is to be the world’s leading producers and providers of entertainment and information, which excels in being a diversified, international, family entertainment media company

- Purpose – Commitment to producing unparalleled