JALAD, KARLA MAE S., SULIPA, KENNETH PAUL P.,QUE, JASON P., GARCIA, NORWILYNE JOY S.UNIVERSITY OF THE PHILIPPINES | MARKETING MANAGEMENT

Norwilyne Joy Garcia, Karla Mae Jalad

Jason Que, Kenneth SulipaMM 230 – Marketing Management

University of the PhilippinesProf. Mita Angela M. Dimalanta

COMPANY PROFILE: Walt Disney Company is a

multinational mass media & entertainment conglomerate in Burbank, California.

It’s the world's 2nd largest media

conglomerate in revenue and

63rd largest company with recorded $52.46 billion revenue in 2015.

COMPANY PROFILE:With its subsidiaries and affiliates, it’s a leading diversified international family entertainment & media enterprise with business segments:

media networks, parks and resorts, studio entertainment,

consumer products and interactive media.

COMPANY MISSION:

To be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products

in the world.

COMPANY HISTORY:

COMPANY HISTORY:

COMPANY HISTORY:

COMPANY HISTORY:

COMPANY STRATEGY:

Their strategic direction for

The Walt Disney Company

focuses on generating the

best creative content possible,

fostering innovation and utilizing the latest technology, while expanding into new markets around the world.

A commitment to excellence, creativity and innovation. Disney’s executive team's vision and strategic direction deliver stories, characters and experiences that are welcomed into hearts and homes of millions of families around the world.

COMPANY STRATEGY:

RESPONSIBLE SUPPLY CHAINEthical sourcing of Disney-branded products is a focus of overall corporate citizenship efforts. Disney promotes ethical production of Disney-branded products by working to improve labor conditions in production facilities, testing product safety and integrity, & exploring ways to reduce environmental footprint of its supply chain.

COMPANY POSITION: Disney’s stories, characters

& experiences reach consumers & guests from every

corner of the globe

With operations in over 40 countriesits employees and cast members work together to create entertainment experiences that are bothuniversally and locally cherished.

1: WHAT DOES DISNEY DO BEST TO CONNECT WITH ITS CORE CONSUMERS?Walt Disney Company is one of the world’s largest media entertainment companies able to connect with core consumers. Since its founding in 1923 by brothers Walt and Roy Disney, Disney has grown into a worldwide phenomenon it is today. To connect with its consumers, Disney diversified its service offerings into 5 business segments: The Walt Disney Studios, Parks and Resorts, Disney Consumer products, Media Networksand Interactive Media.

Disney adopted emerging technologies to connect with its consumers through progressively richer media and entertainment experience. Disney succeeded by constantly changing its parts, themes of new movies while still making available nostalgic characters to remind an entire generation of multimedia they grew up with. Disney adapted its core businesses with the development of new technologies for the convenience of its consumers. With Apple Pay in Disney Stores , customers can purchase using near-field communications (NFC) capabilities on few iPhones.

RISK

Greatest risk faced by Disney as it expands in new ways is staying true to its legacy while also keeping it pertinent and up-to-date with consumers. Disney took great caution not to tarnish their brand name and staying relevant in society. CEO of Disney, Bob Iger stated that “when you deal with a company that has a great legacy; you deal with decisions and conflicts that arise from the clash of heritage versus innovation” (Kotler &Keller, 2012). Coping with these conflicts and preserving the legacy should be a number one priority during expansion. Along with the risk of heritage loyalty come the risk of high investments and greater competition when seeking other marketing segmentations. Anytime a business raises the share of their market, competitors will strike back.

The ever-changing global or regional economic markets could be a risk or challenge for Disney. When economic markets change it affects profits coming into a company. When a country experiences economic crisis. consumers spend less during economic turndowns, the company suffers decrease in profits due to decrease in product purchases.

BENEFITS: By expanding into new areas like launching Disney Channel, Touchtone Pictures, and Touchtone Television, Disney reached older audiences.

By featuring classic films on video at extremely low prices, Disney reached a whole new generation of children.

By venturing into publishing, international theme parks, and theatrical productions, Disney reached a variety of audiences around the world. It’s expansion strategy helped bring in more revenues and profits.

Disney continued to innovate over many decades and had never grown stagnant. With innovative technology, they came ahead of their business life cycle. Their theme parks still retains its original characters - like Mickey and Minnie Mouse - introduced nearly a century ago.

REFERENCES:The Walt Disney Company. (n.d.). Retrieved October 8, 2016, from

The Walt Disney Company:https://thewaltdisneycompany.com/about/

Wikipedia. (n.d.). The Walt Disney Company. Retrieved October 8, 2016, from Wikipedia:https://en.wikipedia.org/wiki/The_Walt_Disney_Company

The Walt Disney Studios. http://studioservices.go.com/disneystudios/history.html . Retrieved on 14 October 2016.